Three Clicks Away: Advice from the Trenches of eCommerce / Edition 1

Three Clicks Away: Advice from the Trenches of eCommerce / Edition 1

by Michael Drapkin, Jon Lowy, Daniel Marovitz
     
 

How can I effectively lead and manage e-commerce initiatives in a constantly changing, technically challenging environment-and create a site that is a profit center for my company? This is the key question on the minds of executives and managers today. You hold in your hands the book that offers the answer-by providing the required tools, the knowledge to use them… See more details below

Overview

How can I effectively lead and manage e-commerce initiatives in a constantly changing, technically challenging environment-and create a site that is a profit center for my company? This is the key question on the minds of executives and managers today. You hold in your hands the book that offers the answer-by providing the required tools, the knowledge to use them well, and the vital rule you must follow in order to succeed: customers should never be more than three clicks away from the information they need.

This tactical guide shows you how to develop an e-commerce strategy, revamp your organization to support your initiatives, and manage these complex, multidisciplinary projects. Presenting the collective experience of three distinguished internet strategists who have led e-commerce initiatives for such notable firms as Gateway, Dow Jones, iVillage, Nickelodeon, and Casio, Three Clicks Away gives you the solutions and tools necessary to navigate this rapidly emerging world.

Focusing on the critical areas of strategy, organization, and project management, the authors unveil how powerful web companies operate and what their people do; ways to locate competent resources to help you drive cost-effective development in the new internet arena; and can't-miss tactics for evaluating and supervising your projects. You will learn to:
* Explore the different types of e-commerce business models and guidelines for moving businesses to the Web
* Find your start-up niche, structure it, and fund it
* Avoid the most common web-staffing mistakes and get the most from your recruiting time and dollar
* Manage growth and build organizational structures that maintain control and promote speed

Featuring numerous real-world examples from well-known businesses, the book also outlines a process you can use for identifying, quantifying, shepherding, and delivering your online objectives.

Authoritative, readable, and highly practical, Three Clicks Away is the long-awaited, hands-on resource business leaders need to successfully launch and follow through on their e-commerce initiatives.

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Product Details

ISBN-13:
9780471396826
Publisher:
Wiley
Publication date:
04/09/2001
Pages:
256
Product dimensions:
0.75(w) x 6.00(h) x 9.00(d)

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Table of Contents

Foreword.

Introduction.

STRATEGY.

Formulating an Online Strategy.

Understanding the Web Landscape.

Advertising on the Web.

ORGANIZATION.

Staffing.

Web Roles.

Starting a Start-Up.

Growing Your E-Commerce Organization.

Outside Resources.

PROJECT MANAGEMENT.

Project Organization.

Specification.

Development to Launch and Beyond.

Notes.

Glossary.

Index.

About the Authors.

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