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E-commerce has become an important marketing channel with the increasing usage of internet by customers. Companies use both physical intermediaries and online distribution channels for selling their products and services. The study discusses about pure-click companies which sell products online and about brick-and-click companies which sell products both online and through intermediaries. The study focuses on m-commerce which is becoming an important distribution channel and preferred mode of transaction with the increasing usage of smart phones. Companies practicing e-commerce and m-commerce adopt a number of strategies to delight their customers and these strategies are discussed. Both e-commerce and m-commerce have a number of privacy and security issues. Companies should be aware of these issues and formulate measures to ensure privacy and security of information shared by customers. All these will help companies in adopting e-commerce and m-commerce, delighting their customers, building long-term relationships, and in achieving business excellence.

Adoption of E-Commerce and M-Commerce Marketing Practices: Roles in Customer Delight