电子商务(英文精编版.第9版)(技术与管理、理论与实务有机结合)

Internet Connection Options
Internet2 and the Semantic Web
Summary
Key Terms
Review Questions
Exercises
Cases
Part 2: Business Strategies for Electronic Commerce
Chapter 3 E-Business Revenue Models
Revenue Models
Revenue Models in Transition
Revenue Strategy Issues
Creating an Effective Web Presence
Web Site TJsability
Connecting with Customers
Summary
Key Terms
Review Questions
Exercises
Cases
Chapter 4 Selling to Consumers Online
Web Marketing Strategies
Communicating with Different Market Segments
Beyond Market Segmentation: Customer Behavior and Relationship Intensity
Advertising on the Web
E-Mail Marketing
Technology-Enabled Customer Relationship Management
Search Engine Positioning and Domain Names
Summary
Key Terms
Review Questions
Exercises
Cases
Chapter 5 SeUing to Businesses Online
Purchasing, Logistics, and Support Activities
Electronic Data Interchange
Supply Chain Management Using Internet Technologies
Electronic Marketplaces and Portals
Summary
Key Terms
Review Questions
Exercises
Cases
Chapter 6 Virtu;al Communities
From Virtual Communities to Social Networks
Mobile Commerce
Online Auctions
Summary,
Key Terms
Review Questions
Exercises
Cases
Part 3: Technologies for Electronic Commerce
Chapter 7 Web Hosting and E-Business Software
Web Hosting Alternatives
Basic Functions of Electronic Commerce Software
Advanced Functions of Electronic Commerce Software
Electronic Commerce Software for Small and Midsize Companies
Electronic Commerce Software for Midsize to Large Businesses
Electronic Commerce Software for Large Businesses
Summary
Key Terms
Review Questions
Exercises
Cases
Chapter 8 Online Security
Online Security Issues Overview
Security for Client Computers
Communication Channel Security
Security for Server Computers
Organizations that Promote Computer Security
Summary
Key Terms
Review Questions
Exercises
Cases
Chapter 9 Online Payment Systems
Online Payment Basics
Payment Cards
Electronic Cash
Electronic Wallets
Stored-Value Cards
Internet Technologies and the Banking Industry.
Criminal Activity and Payment Systems: Phishing and Identity Theft
Summary
Key Terms
Review Questions
Exercises
Cases
Part 4: Integration
Chapter 10 Implementing E-Business Initiatives
Identifying Benefits and Estimating Costs of Electronic Commerce Initiatives
Strategies for Developing Electronic Commerce Web Sites
Managing Electronic Commerce Implementations
Summary
Key Terms
Review Questions
Exercises
Cases
For Further Study and Research

.　　Secure Sockets Layer-Extended Validation digital certificates (Chapter 8)
　　Mobile banking and mobile payment services (Chapter 9)
　　Use of credit card verification numbers in electronic commerce (Chapter 9)
　　Expanded coverage of jobs in electronic commerce (Chapter 10)
　　E-Business: Ninth Edition introduces readers to both the theory and practice of conducting business over the Internet and World Wide Web. The book is organized into four sections: an introduction, business strategies, technologies, and integration.
　　Introduction
　　The book's first section includes two chapters. Chapter l, "The Second Wave of Global E-Business," defines electronic commerce and describes how companies use it to create new products and services, reduce the cost of existing business processes, and improve the efficiency and effectiveness of their operations. The concept of the second wave of electronic commerce is presented and developed in this chapter. Chapter 1 also describes the history of the Internet and the Web, explains the international environment in which electronic commerce exists, provides an overview of the economic structures in which businesses operate, and describes how electronic commerce fits into those structures.Two themes are introduced in this chapter and recur throughout later chapters: examining a firm's value chain can suggest opportunities for electronic commerce initiatives, and reductions in transaction costs are important elements of many electronic commerce initiatives.
　　Chapter 2, "E-Business Technology Basics," introduces the technologies used to conduct business online, including topics such as Internet infrastructure, protocols, and packet-switched networks. Chapter 2 also describes the markup languages used on the Web (HTML and XML) and discusses Internet connection options and tradeoffs, including wireless technologies.
　　Business Strategies for Electronic Commerce
　　The second section of the book includes four chapters that describe the business strategies that companies and other organizations are using to do business online.
　　Chapter 3, "E-Business Revenue Models," describes revenue models that companies are using on the Web and explains how some companies have changed their revenue models as the Web has matured. The chapter explains important concepts related to revenue models, such as cannibalization and coordinating multiple marketing channels. The chapter also describes how firms that understand the nature of communication on the Web can identify and reach the largest possible number of qualified customers.
　　Chapter 4, "Selling to Consumers Online," provides an introduction to Internet marketing and online advertising. It includes coverage of market segmentation, technology-enabled customer relationship management, rational branding, contextual advertising, localized advertising, viral marketing, and permission marketing. The chapter also explains how online businesses can share and transfer brand benefits through affiliate marketing and cooperative efforts among brand owners.
　　Chapter 5, "Selling to Businesses Online," explores the variety of methods that companies are using to improve their purchasing and logistics primary activities with Internet and Web technologies. Chapter 5 also provides an overview of EDI and explores how the Internet provides an inexpensive EDI communications channel that allows smaller businesses to reap EDI's benefits. Chapter 5 describes how businesses are using technologies such as eprocurement, radio-frequency identification, and reverse auctions in the practice of supply chain management online.
　　Chapter 6, "Virtual Communities," outlines how companies now use the Web to do things that they have never done before, such as creating social networks, engaging in mobile commerce, and operating auction sites. The chapter describes how businesses are developing social networks and using existing social networking Web sites to increase sales and do market research. The emergence of mobile commerce in meaningful volumes after many years of anticipation is outlined. The chapter also explains how companies are using Web auction sites to sell goods to their customers and generate advertising revenue.Technologies for Electronic Commerce
　　The third section of the book includes three chapters that describe the technologies of electronic commerce and explains how they work.
　　Chapter 7, "Web Hosting and E-Business Software," describes the basic functions that all electronic commerce Web sites must accomplish and explains the various software options used to perform those functions by companies of various sizes. This chapter includes an overview of Web services (Web 2.0 technologies), database management, shopping eart, and other types of software used in electronic eommerce. The chapter also includes a diseussion of Web hosting options for online businesses of various sizes. Chapter 8, "Online Security," discusses security threats and countermeasures that organizations can use to ensure the seeurity of client computers, communications channels, and Web servers. The chapter emphasizes the importance of a written security policy and explains how eneryption and digital certificates work. The role of industry organizations in promoting computer, network, and Internet security is also outlined.
　　Chapter 9, "Online Payment Systems," presents a discussion of electronic payment systems, including mobile banking, electronic cash, electronic wallets, and the technologies used to make stored-value ear&, eredit cards, debit cards, and charge cards work. The chapter describes how payment systems operate, including approval of transactions and disbursements to merchants, and describes how banks are using Internet technologies to improve check clearing and payment-processing operations. The use of mobile technologies for making small payments today and in the future is outlined. The chapter also includes a discussion of the threats that phishing attacks and identity theft crimes pose for individuals and online businesses.
　　Integration
　　The fourth and final section of the book includes one chapter that integrates the business and technology strategies used in electronic commerce. Chapter 10, "Implementing E-Business Initiatives," presents an overview of key elements that are typically included in business plans for electronic commerce implementations, such as the setting of objectives and estimating project costs and benefits. The chapter describes outsourcing strategies used in electronic commerce and covers the use of project management and project portfolio management as formal ways to plan and control tasks and resources used in electronic commerce implementations. This chapter includes a discussion of change management and outlines specific jobs available in organizations that conduct electronic commerce.