Electronic Commerce, Fourth Edition / Edition 4

Electronic Commerce, Fourth Edition / Edition 4

by Gary P. Schneider
Pub. Date:
Cengage Learning


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Electronic Commerce, Fourth Edition / Edition 4

Electronic Commerce, Fourth Edition is a complete introduction to the world of electronic commerce, including balanced coverage of technical and business topics. Case studies and plentiful business examples complement conceptual coverage to provide a real-world context. Implementation strategies are analyzed, using examples of both successful and unsuccessful implementations.

Product Details

ISBN-13: 9780619159559
Publisher: Cengage Learning
Publication date: 03/12/2003
Edition description: Older Edition
Pages: 624
Product dimensions: 7.40(w) x 9.18(h) x 0.87(d)

About the Author

Gary Schneider is a Professor of Accounting and Information Systems at the University of San Diego. The author or co-author of 31 books on accounting, electronic commerce, and information topics. Gary has PhD in accounting systems from the University of Tennessee, and MBA in accounting from Xavier University.

Table of Contents

Chapter 1Introduction to Electronic Commerce2
Traditional Commerce and Electronic Commerce4
Traditional Commerce7
Electronic Commerce12
International Electronic Commerce17
Economic Forces and Electronic Commerce18
Transaction Costs19
Markets and Hierarchies20
The Role of Electronic Commerce21
Network Economic Structures22
Network Effects23
Value Chains in Electronic Commerce24
Strategic Business Unit Value Chains24
Industry Value Chains26
SWOT Analysis: Evaluating Business Unit Opportunities28
The Role of Electronic Commerce29
Chapter 2Technology Infrastructure: The Internet and the World Wide Web37
The Internet and World Wide Web38
Origins of the Internet39
New Uses for the Internet40
Commereial Use of the Internet40
Growth of the Internet41
Emergence of the World Wide Web42
Packet-Switched Networks45
Routing Packets46
Internet Protocols47
IP Addressing48
Domain Names50
Web Page Request and Delivery Protocols51
Electronic Mail Protocols51
Markup Languages and the Web53
Standard Generalized Markup Language54
Hypertext Markup Language (HTML)55
Extensible Markup Language (XML)61
HTML and XML Editors66
Intranets and Extranets68
Public and Private Networks69
Virtual Private Network (VPN)69
INTERNET Connection Options71
Connectivity Overview71
Voice-Grade Telephone Connections71
Broadband Connections71
Leased-Line Connections74
Wireless Connections74
Internet2 and the Semantic Web77
Business Strategies For Electronic Commerce
Chapter 3Selling on the Web: Revenue Models and Building a Web Presence88
Revenue Models for Selling on the Web89
Web Catalog Revenue Models89
Digital Content Revenue Models97
Advertising-Supported Revenue Models99
Advertising-Subscription Mixed Revenue Models103
Fee-for-Transaction Revenue Models104
Fee-for-Service Revenue Models111
Revenue Models in Transition113
Subscription to Advertising-Supported Model114
Advertising-Supported to Advertising-Subscription Mixed Model114
Advertising-Supported to Fee-for-Services Model114
Advertising-Supported to Subscription Model115
Multiple Transitions115
Revenue Strategy Issues117
Channel Conflict and Cannibalization117
Strategic Alliances and Channel Distribution Management118
Creating an Effective Web Presence121
Identifying Web Presence Goals121
Achieving Web Presence Goals122
Web Site Usability127
How the Web is Different127
Meeting the Needs of Web Site Visitors128
Trust and Loyalty130
Rating Electronic Commerce Web Sites131
Usability Testing132
Connecting With Customers135
The Nature of Communication on the Web135
Chapter 4Marketing on the Web146
Web Marketing Strategies148
Product-Based Marketing Strategies149
Customer-Based Marketing Strategies151
Communicating with Different Market Segments153
Trust and Media Choice153
Market Segmentation154
Market Segmentation on the Web156
Offering Customers a Choice on the Web158
Beyond Market Segmentation: Customer Behavior and Relationship Intensity159
Segmentation Using Customer Behavior159
Customer Relationship Intensity and Life-Cycle Segmentation162
Acquisition, Conversion, and Retention of Customers165
Advertising on the Web167
Banner Ads167
Other Web Ad Formats171
E-mail Marketing172
Permission Marketing173
Technology-Enabled Customer Relationship Management174
CRM as a Source of Value in the Marketspace175
Creating and Maintaining Brands on the Web177
Elements of Branding177
Emotional Branding vs. Rational Branding178
Brand Leveraging Strategies179
Brand Consolidation Strategies179
Costs of Branding180
Affiliate Marketing Strategies180
Viral Marketing Strategies182
Search Engine Positioning and Domain Names183
Search Engines and Web Directories183
Web Site Naming Issues185
Chapter 5Business-to-Business Strategies: From Electronic Data Interchange to Electronic Commerce195
Purchasing, Logistics, and Support Activities197
Purchasing Activities197
Direct vs. Indirect Materials Purchasing199
Logistics Activities200
Support Activities201
Network Model of Economic Organization205
Electronic Data Interchange206
Early Business Information Interchange Efforts206
Emergence of Broader EDI Standards207
How EDI Works209
Value-Added Networks213
EDI on the Internet216
Open Architecture of the Internet216
Financial EDI217
Supply Chain Management219
Value Creation in the Supply Chain219
Internet Technologies and the Supply Chain220
Building and Maintaining Trust in the Supply Chain223
Electronic Marketplaces and Portals224
Industry Marketplaces224
Private Stores and Customer Portals227
Private Company Marketplaces227
Industry Consortia-Sponsored Marketplaces228
Chapter 6Web Auctions, Virtual Communities, and Web Portals237
Auction Overview238
Origins of Auctions239
English Auctions239
Dutch Auctions240
First-Price Sealed-Bid Auctions240
Second-Price Sealed-Bid Auctions241
Open-Outery Double Auctions241
Sealed-Bid Double Auctions241
Web Auctions and Related Businesses243
General Consumer Auctions243
Specialty Consumer Auctions249
Business-to-Business Auctions252
Auction-Related Services255
Seller-Bid (Reverse) Auctions256
Group Purchasing Sites258
Virtual Community and Portal Strategies259
Mobile Commerce259
Electronic Marketplaces260
Intelligent Software Agents261
Push Technology263
Virtual Communities263
Early Web Communities264
Web Community Consolidation265
Web Portal Strategies265
Chapter 7The Environment of Electronic Commerce: International, Legal, Ethical, and Tax Issues275
International Nature of Electronic Commerce276
Trust and Culture on the Web277
Language Issues278
Culture Issues281
Infrastructure Issues287
The Legal Environment of Electronic Commerce290
Borders and Jurisdiction290
Jurisdiction on the Internet293
Contracting and Contract Enforcement in Electronic Commerce296
Web Site Content Issues302
Web-Based Crime, Terrorism, and Warfare307
Ethical Issues308
Ethics and Web Business Policies309
Privacy Rights and Obligations309
Communications with Children312
Taxation and Electronic Commerce314
Income Taxes314
Sales Taxes316
Technologies for Electronic Commerce
Chapter 8Web Server Hardware and Software326
Web Server Basics327
Types of Web Sites328
Web Clients and Web Servers329
Dynamic Content330
Various Meanings of "Server"331
Web Client/Server Communication331
Two-Tier Client/Server Architecture332
Three-Tier and N-Tier Client/Server Architectures334
Software for Web Servers335
Operating Systems for Web Servers335
Web Server Software337
Finding Web Server Software Information342
Web Site and Internet Utility Programs343
Finger and Ping Utilities343
Tracert and Other Route-Tracing Programs344
Electronic Mail345
Telnet and FTP Utilities347
Indexing and Searching Utility Programs349
Data Analysis Software349
Link-Checking Utilities350
Remote Server Administration351
Web Server Hardware352
Server Computers352
Web Server Performance Evaluation354
Web Server Hardware Architectures356
Web Hosting Choices359
Chapter 9Electronic Commerce Software368
Basic Functions of Electronic Commerce Software369
Catalog Display370
Shopping Cart371
Transaction Processing375
Advanced Functions of Electronic Commerce Software376
Application Integration and Databases377
Web Services379
Integration with ERP Systems381
Electronic Commerce Software for Small and Mid-Sized Companies382
Basic Commerce Service Providers384
Mall-Style Commerce Service Providers386
Estimated Operating Expenses for a Small Web Business389
Electronic Commerce Software for Medium-Sized to Large Businesses390
Web Site Development Tools390
Intershop Enfinity391
IBM WebSphere Commerce Professional Edition392
Microsoft Commerce Server 2002393
Electronic Commerce Software for Large Businesses394
Enterprise-Class Electronic Commerce Software395
Customer Relationship Management Software397
Supply Chain Management Software397
Content Management Software398
Knowledge Management Software399
Chapter 10Security Threats to Electronic Commerce406
Internet Security Issues Overview407
Computer Security Classifications409
Security Policy and Integrated Security409
Intellectual Property Threats411
Name Changing413
Name Stealing413
Threats to the Security of Client Computers414
Active Content414
Threats to the Security of Communication Channels425
Secrecy Threats426
Integrity Threats429
Necessity Threats429
Threats to the Physical Security of Internet Communications Channels430
Threats to Wireless Networks430
Threats to the Security of Server Computers431
Web Server Threats431
Database Threats434
Common Gateway Interface Threats434
Other Programming Threats435
Threats to the Physical Security of Web Servers436
Organizations that Promote Computer Security437
Chapter 11Implementing Electronic Commerce Security445
Electronic Commerce Security Objectives446
History of Security in Computer Information Systems446
Security Requirements for Electronic Commerce447
Protecting Intellectual Property448
Protecting Privacy of Web Site Customers

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