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The E-Commerce Book - Building the E-Empire
von: Steffano Korper, Juanita Ellis
Elsevier Reference Monographs, 2000
ISBN: 9780080518800 , 263 Seiten
2. Auflage
Format: PDF, OL
Kopierschutz: DRM
Preis: 39,95 EUR
Cover
1
Contents
6
Preface
14
Chapter 1. Setting the Vision
16
Market Predictions
16
Defining Vision
18
Traditional Business Vision vs. E-Vision
20
Business Model Basics
25
Chapter 2. Know Your Customers
36
Know Where to Start
37
Who Is on the Web?
38
Speaking the Global Language
45
Access Issues
50
Targeting the Best Shoppers
51
Chapter 3. Marketing and Branding
56
Know What You're Up Against
57
Plan for Acquisition Costs
59
Search Engines and Directories
60
Advertising Banners
66
Online Classified Advertisements
69
Message Boards
69
E-Mail Newsletters
70
Links on Other Web Sites
72
Newsgroups
73
Discussion Lists
73
Traditional Media
74
Press Releases
75
Just Give It Away!
76
Branding for Success
77
Marketing and Advertising Agencies
78
Chapter 4. First Impressions May Be Everlasting
82
Focus on Essentials
84
Easy Is Everything: Use Wide, Consistent Site Design
85
Present Interior and Exterior Links Well
87
Reliability Counts
87
Tackle Your Overall Look
88
Use Graphics and Layouts Well
91
Keep Text Readable
92
Make Fonts Enhance a Site, Not Detract from It
93
Make Your Pages Easy to Skim and Revisit
93
Make Your Visitors Feel Confident
94
Use Your Resources: Professional Design Agencies
95
Revisit Your Vision Statement and Goals
97
Chapter 5. Keep Your Customers
98
Service with a Smile
99
Quality, Service, Cleanliness
103
The Customer Is Always Right
106
Thank You, Please Come Again
107
An Ounce of Prevention
110
Be Neighborly: Chat and Discuss with Your Customers
111
Would You Like Fries with That?
112
Keep Your Hands above the Table
113
Personalize for Better Service
116
Customers Now Control the Relationship
117
Chapter 6. Fulfillment Channels That Work
118
Why Does Fulfillment Seem So Difficult Today?
119
Know Your Customers' Expectations
121
Know Your Shipping Options
122
Tackle Other E-Fulfillment Issues
129
Engage New Technology
130
Find E-Fulfillment Solutions
131
E-Fulfillment Supply-Chain Management
133
Plan for Spikes
136
Chapter 7. Choose Your Payment Systems
140
Payment System Categories
141
Credit Cards: Web Leaders in Payment Systems
149
Enable Electronic Payments
151
Ensure Online Transaction Security
155
Additional Security: The Secure Sockets Layer
157
Help Customers Trust You
158
Chapter 8. Know Your Infrastructure
162
Overview of Components
162
Content Management
173
Network Architecture
179
Chapter 9. Selecting the Right Commerce Package
184
Determining Your Needs
185
Evaluate Vendor Solutions
189
Ease of Modifications and Extensions
200
Scalability
201
Partners
201
Customer Base
202
A Final Reminder before You Buy
203
Chapter 10. Secure Your Investment: Security Threats and Solutions
204
Network Threats
206
Security Policies and Procedures
209
Separating Your Net from the Net: Firewalls and Proxy Servers
214
Encryption
218
Authentication and Access Control
221
Viruses
222
Chapter 11. Get Ready for Wireless!
226
From E-Commerce to M-Commerce
227
The Devices... Now, Then, and in the Future
228
Wireless Portals
232
Who Are the Players? Carriers vs. Internet Service Providers
234
What Will Happen?
235
Wireless Internet Convergence: Merging Technologies
239
Advancing M-Commerce Applications
241
Case Study: Year 2005
243
Make Your Plans
243
Note to Readers
243
Chapter 12. Commit to Never-Ending Improvement
246
The Dell Story
246
The eBay Story
247
The Amazon Story
248
The JCPenney Story
248
The Bid.com Story
249
Think! Think! Think! What's Next
249
Index
256
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