ECommerce Strategies

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In the coming years, digital technology will radically increase the speed at which business is conducted. Ultimately, digital technology will transform three major elements of any business: relationships with customers and business partners (commerce), information flow and relationships among workers within a company (knowledge management), and internal business processes (business operations). "E-commerce Strategies" deals with the first of these elements by providing IT decision-makers with a broad education ...

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Overview

In the coming years, digital technology will radically increase the speed at which business is conducted. Ultimately, digital technology will transform three major elements of any business: relationships with customers and business partners (commerce), information flow and relationships among workers within a company (knowledge management), and internal business processes (business operations). "E-commerce Strategies" deals with the first of these elements by providing IT decision-makers with a broad education about the benefits of implementing e-commerce solutions in the enterprise. It also provides case studies of successful e-commerce implementations using Microsoft technologies that offer benefits such as increased productivity, faster order cycles, lower manufacturing costs, and lower total cost of ownership. The book leads the reader through each case study, describes and quantifies its benefits in detail, and provides an evaluation guide to help the reader determine whether the case study and implementation are relevant to his or her own business. It also describes a set of consistent e-commerce business applications and ties them together chapter by chapter. The end of the book describes how these solutions can be woven together into a comprehensive, enterprise-wide system of digital solutions — what Microsoft calls a Digital Nervous System (DNS).

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Product Details

  • ISBN-13: 9780735607231
  • Publisher: Microsoft Press
  • Publication date: 2/23/2000
  • Series: IT Professional Series
  • Edition number: 1
  • Pages: 341
  • Product dimensions: 7.62 (w) x 9.56 (h) x 1.42 (d)

Table of Contents

Introduction xii
Part I E-Commerce Changes Everything
1 Go Online or Go Out of Business? 3
Understanding E-Commerce 4
E-Commerce Comes of Age 11
Why E-Commerce? 14
Wrap-Up 22
Taking Stock 23
Action Plan 24
2 E-Commerce in Action: Reality and Myth 25
Where Are Businesses Applying E-Commerce Solutions? 26
How Are Organizations Using Their E-Commerce Sites? 40
E-Commerce Myths 44
Wrap-Up 48
Taking Stock 50
Action Plan 50
3 The E-Commerce Obstacle Course 53
Cost/Benefit Analysis 54
Technology Issues 58
Going Global 62
Legal Issues 68
Security 71
Staffing for E-Commerce 73
Wrap-Up 75
Taking Stock 76
Action Plan 77
4 Measuring Success 79
What Criteria Must E-Commerce Solutions Meet? 79
Judging Solutions 89
Determining Decision-Making Factors 92
Measuring a Solution's Success 97
Wrap-Up 102
Taking Stock 103
Action Plan 104
Part II E-Commerce Business Solutions
5 E-Commerce Building Blocks 107
Hardware Basics 108
Software Basics 116
External Service Providers 120
Interfaces and Integration: Leveraging Existing Systems 122
Building an E-Commerce Program 124
Wrap-Up 125
Taking Stock 127
Action Plan 127
6 E-Commerce Site Essentials 129
Your Opening Line: The Home Page 130
Show Some Style! 142
Extranets for Business-To-Business Transactions 144
Content Management Tools 144
Wrap-Up 147
Taking Stock 148
Action Plan 148
7 E-Commerce Best Practices 151
Managing the Visitor Relationship: Profiling and Personalization 152
Managing and Maintaining Visitor Privacy 154
Make Your Site Easy to Use 158
Managing Visitor Perceptions 159
Give 'Em What They Want and Don't Insult Their Intelligence 160
Site Consistency 162
Managing Business Knowledge Using E-Commerce 163
The Road to Enlightenment 163
Wrap Up 165
Taking Stock 166
Action Plan 167
8 Brand Management Strategies 169
Passing from the Brick-and-Mortar to the Virtual World 170
Using the Internet Grapevine 177
Managing E-Brand Risk 179
Partnering with Everyone 181
Protecting Your Brand 182
Innovating Constantly to Beat Competitors 184
Acquiring and Retaining Customers 185
Wrap-Up 186
Taking Stock 187
Action Plan 188
Part III The Microsoft Total E-Commerce Solution
9 Microsoft's E-Commerce Strategy 191
Strategy Statements 192
Microsoft and the Future of E-Commerce 197
The BizTalk Framework 202
Using Knowledge Management to Improve E-Commerce Success 204
Adapting Business Operations to Improve E-Commerce Success 206
Wrap-Up 208
Taking Stock 209
Action Plan 210
10 Microsoft's E-Commerce Platform 211
Doing Business on the Internet Through Collaboration 212
Creating and Managing Internet Content 216
E-Commerce Platform Foundation 221
Processing E-Commerce Transactions 229
Microsoft E-Commerce Security Initiatives 233
Wrap-Up 236
Taking Stock 237
Action Plan 238
11 Web Portals 239
MSN: The Microsoft Network 240
MSNBC 244
Advertising and Sponsorship 246
Small Business Services 247
Enterprise Information Portals 248
Wrap-Up 251
Taking Stock 252
Action Plan 252
12 Partnering 253
Partnering Issues 253
Independent Software Vendors 260
Web Developers 261
Enterprise Services 262
Commerce and Application Hosting 263
Wrap-Up 265
Taking Stock 267
Action Plan 268
Part IV Appendixes
A References 271
B Web Site References 275
C Microsoft E-Commerce Product and Services Brief 281
Glossary 307
Index 327
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Customer Reviews

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Sort by: Showing all of 3 Customer Reviews
  • Anonymous

    Posted August 8, 2002

    Excellent Material

    Good book on basic concepts on ecommerce. Beginners will enjoy this book.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted May 9, 2000

    ECommerce Strategies

    E-commerce is here to stay! It is changing forever the way business is conducted and the way businesses communicate with their customers and business partners. And it's not going away. Those who ignore E-Commerce risk being left behind on the wrong side of the 'digital divide.' But most of us need a guide to this strange new world. That's why I wrote my new book, 'E-Commerce Strategies'. This book provides the information businesses need to integrate E-Commerce into their business plans, and succeed in today's competitive marketplace. It's divided into three main sections: 1. E-Commerce Changes Everything - This part offers an overview of E-Commerce fundamentals, myths and obstacles, as well as ways to justify E-Commerce initiatives; 2. E-Commerce Business Solutions - Practical, usable information will teach readers how to apply information technology to E-Commerce; 3. The Microsoft Total E-Commerce Solution - Information about Microsoft's E-Commerce strategy, and Microsoft's products that can help you win in the E-Business marketplace. I poured into the book my experience, and that of our staff at The Trepper Group (www.trepper.com), other consulting and industry analyst groups, and companies successfully conducting E-Commerce. All of this experience and information combines to make this book a practical and useful guide to the world of E-Commerce.

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  • Anonymous

    Posted May 9, 2000

    ECommerce Strategies

    I found this book to be great, even though we don't have much in the way of MS software. The real value of the book lies in two key areas: 1. Best practice research from I/T industry analysts, and almost every major analyst group is included. This feature alone provides lots of great tips. Plus, getting the best practice research would cost thousands of dollars to purchase from analysts. 2. The checklists, such as the 'Taking Stock' and 'Action Plan' sections at the end of each chapter. These lists are very useful in planning E-Commerce initiatives and strategies, because they give you a list of things to do, and help you avoid forgetting anything. While the book does not detail a methodology for E-Commerce development (e.g., programming), it is extremely valuable for strategic planning. It's also valuable for checking your current initiatives to see if you're following the best practices outlined in the book.

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