There are only so many e-commerce books one can read and many of them blend into a blur of me-too. Central to any book must be the question "so what can I learn from this?" or "how can these ideas be applied?" Many of the books I have read simply don't come up to scratch. This book is different. It provides a solid basis for understanding using theory and examples from some excellent universities. For me, some of the chapters helped to unravel issues of current practice. If you are looking for a book that goes beneath the surface, like for a masters degree, this could be the one.