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电子商务（英文精编版·原书第12版） 
定 价：99 元 丛书名：经典原版书库
9 7 6 8 4 7 6 1 7 1 1 1 6 
本书是一本均衡讲述电子商务中商务问题和技术问题的教科书，既不是避开技术谈管理，也不是通篇陷入技术细节之中，达到了技术与管理、理论与实务的有机结合。全书分为四篇，即概述篇、业务战略篇、技术篇和整合篇。
Preface
Part 1: Introduction Chapter 1?Introduction to Electronic Commerce3 The Evolution of Electronic Commerce4 Electronic Commerce and Electronic Business5 Categories of Electronic Commerce5 Business Processes6 Relative Size of Electronic Commerce Elements7 The Development and Growth of Electronic Commerce9 Early Electronic Commerce9 The First Wave of Electronic Commerce, 1995–200310 The Second Wave of Electronic Commerce, 2004–200911 The Third Wave of Electronic Commerce, 2010–Present13 The “Boom and Bust” Myth17 Business Models, Revenue Models, and Business Processes17 Focus on Specific Business Processes19 Role of Merchandising19 Product/Process Suitability to Electronic Commerce19 Electronic Commerce: Opportunities, Cautions, and Concerns21 Opportunities for Electronic Commerce21 Electronic Commerce: Current Barriers23 Economic Forces and Electronic Commerce25 Transaction Costs27 Markets and Hierarchies27 Using Electronic Commerce to Reduce Transaction Costs30 Network Economic Structures31 Network Effects32 Identifying Electronic Commerce Opportunities33 Strategic Business Unit Value Chains33 Industry Value Chains35 SWOT Analysis: Evaluating Business Unit Opportunities37 International Nature of Electronic Commerce39 Trust Issues on the Web39 Language Issues40 Cultural Issues41 Infrastructure Issues42 Summary45 Key Terms45 Review Questions46 Exercises47 Cases48 For Further Study and Research51 Chapter 2?Technology Infrastructure: The Internet and the World Wide Web55 The Internet and the World Wide Web57 Origins of the Internet57 New Uses for the Internet58 Commercial Use of the Internet59 Growth of the Internet59 The Internet of Things60 Packet-Switched Networks61 Routing Packets62 Public and Private Networks63 Virtual Private Networks (VPNs)64 Intranets and Extranets64 Internet Protocols65 TCP/IP66 IP Addressing66 Electronic Mail Protocols68 Web Page Request and Delivery Protocols69 Emergence of the World Wide Web70 The Development of Hypertext70 Graphical Interfaces for Hypertext71 The World Wide Web71 The Deep Web72 Domain Names73 Markup Languages and the Web74 Hypertext Markup Language75 Extensible Markup Language (XML)81 Internet Connection Options87 Connectivity Overview87 Voice-Grade Telephone Connections87 Broadband Services88 Leased-Line Connections88 Wireless Connections88 Internet2 and the Semantic Web93 Summary96 Key Terms96 Review Questions98 Exercises99 Cases100 For Further Study and Research101 Part 2: Business Strategies for Electronic Commerce Chapter 3?Selling on the Web107 Revenue Models for Online Business109 Web Catalog Revenue Models109 Fee-for-Content Revenue Models114 Advertising as a Revenue Model Element118 Fee-for-Transaction Revenue Models124 Fee-for-Service Revenue Models129 Free for Many, Fee for a Few130 Changing Strategies: Revenue Models in Transition131 Subscription to Advertising-Supported Model132 Advertising-Supported to Advertising-Subscription Mixed Model132 Advertising-Supported to Subscription Model132 Multiple Changes to Revenue Models133 Revenue Strategy Issues for Online Businesses135 Channel Conflict and Cannibalization135 Strategic Alliances136 Luxury Goods Strategies136 Overstock Sales Strategies137 Creating an Effective Business Presence Online137 Identifying Web Presence Goals137 Web Site Usability139 How the Web Is Different140 Meeting the Needs of Web Site Visitors140 Trust and Loyalty142 Usability Testing144 Customer-Centric Web Site Design145 Using the Web to Connect with Customers146 The Nature of Communication on the Web146 Summary150 Key Terms150 Review Questions151 Exercises152 Cases153 For Further Study and Research156 Chapter 4?Marketing on the Web159 Web Marketing Strategies160 The Four Ps of Marketing161 Product-Based Marketing Strategies161 Customer-Based Marketing Strategies162 Communicating with Different Market Segments163 Trust, Complexity, and Media Choice163 Market Segmentation166 Market Segmentation on the Web167 Offering Customers a Choice on the Web168 Beyond Market Segmentation: Customer Behavior and Relationship Intensity168 Segmentation Using Customer Behavior168 Customer Relationship Intensity and Life-Cycle Segmentation171 Customer Acquisition: The Funnel Model173 Advertising on the Web175 Display Ads176 Intrusive Ad Formats179 Rich Media and Video Ad Formats179 Text Ads180 Mobile Device Advertising181 Site Sponsorships181 Online Advertising Cost and Effectiveness182 E-Mail Marketing184 Unsolicited Commercial E-Mail (UCE, Spam)184 Permission Marketing185 Combining Content and Advertising185 Outsourcing E-Mail Processing186 Technology-Enabled Customer Relationship Management186 CRM as a Source of Value186 Creating and Maintaining Brands on the Web188 Elements of Branding189 Emotional Branding vs. Rational Branding190 Affiliate Marketing Strategies191 Viral Marketing Strategies and Social Media192 Search Engine Positioning and Domain Names194 Search Engines and Web Directories194 Paid Search Engine Inclusion and Placement195 Web Site Naming Issues198 Summary201 Key Terms201 Review Questions203 Exercises204 Cases206 For Further Study and Research208 Chapter 5?Business-to-Business Activities: Improving Efficiency and Reducing Costs213 Purchasing, Logistics, and Business Support Processes215 Outsourcing and Offshoring215 Purchasing Activities216 Logistics Activities219 Business Process Support Activities220 E-Government222 Network Model of Economic Organization in Purchasing: Supply Webs224 Electronic Data Interchange225 Early Business Information Interchange Efforts225 Emergence of Broader Standards: The Birth of EDI226 How EDI Works226 Value-Added Networks231 EDI Payments234 Supply Chain Management Using Internet Technologies234 Value Creation in the Supply Chain234 Increasing Supply Chain Efficiency and Cooperation237 Materials-Tracking Technologies238 Creating an Ultimate Consumer Orientation in the Supply Chain240 Building and Maintaining Trust in the Supply Chain241 Online Business Marketplaces and Networks242 Independent Industry Marketplaces242 Private Stores and Customer Portals244 Private Company Marketplaces244 Industry Consortia-Sponsored Marketplaces245 Summary246 Key Terms246 Review Questions247 Exercises248 Cases250 For Further Study and Research252 Chapter 6?Social Networking, Mobile Commerce, and Online Auctions255 From Virtual Communities to Social Networks256 Virtual Communities257 Early Web Communities257 Social Networking Emerges258 Business Uses of Social Networking262 Revenue Models for Social Networking Sites265 Mobile Commerce269 Mobile Phones269 Tablet Devices270 Mobile Device Operating Systems271 Mobile Apps272 Mobile Payment Apps274 Online Auctions274 Auction Basics275 Online Auctions and Related Businesses277 Auction-Related Services285 Summary287 Key Terms287 Review Questions288 Exercises289 Cases290 For Further Study and Research292 Part 3: Technologies for Electronic Commerce Chapter 7?Electronic Commerce Security299 Online Security Issues Overview301 Origins of Security on Interconnected Computer Systems301 Computer Security and Risk Management301 Elements of Computer Security303 Establishing a Security Policy303 Security for Client Devices305 Cookies and Web Bugs305 Active Content307 Graphics and Plug-Ins308 Viruses, Worms, and Antivirus Software308 Digital Certificates313 Steganography317 Physical Security for Client Devices318 Client Security for Mobile Devices318 Communication Channel Security319 Secrecy Threats319 Integrity Threats322 Necessity Threats322 Threats to the Physical Security of Internet Communications?Channels323 Threats to Wireless Networks323 Encryption Solutions324 Encryption in Web Browsers328 Hash Functions, Message Digests, and Digital Signatures330 Security for Server Computers332 Password Attack Threats332 Database Threats333 Other Software-Based Threats334 Threats to the Physical Security of Web Servers334 Access Control and Authentication335 Firewalls336 Organizations That Promote Computer Security338 CERT338 Other Organizations338 Computer Forensics and Ethical Hacking339 Summary340 Key Terms340 Review Questions342 Exercises343 Cases343 For Further Study and Research345 Chapter 8?Payment Systems for Electronic Commerce349 Common Online Payment Methods350 Electronic Bill Presentment and Payment Systems351 Micropayments and Small Payments352 Payment Cards353 Advantages and Disadvantages of Payment Cards354 Payment Acceptance and Processing355 Stored-Value Cards359 Digital Cash360 The Double Spending Issue361 Advantages and Disadvantages of Digital Cash362 Digital Wallets363 Software-Based Digital Wallets363 Hardware-Based Digital Wallets364 Internet Technologies and the Banking Industry365 Check Processing365 Mobile Banking367 Payment System Threats: Phishing and Identity Theft367 Phishing Attacks367 Using Phishing Attacks for Identity Theft369 Phishing Attack Countermeasures371 Summary372 Key Terms372 Review Questions373 Exercises374 Cases375 For Further Study and Research377 Part 4: Integration Chapter 9 Managing Electronic Commerce Implementations381 Identifying Benefits and Estimating Costs of Online Business Initiatives382 Identifying Objectives382 Linking Objectives to Business Strategies383 Identifying and Measuring Benefits384 Identifying and Estimating Costs386 Funding Online Business Startups388 Comparing Benefits to Costs389 Return on Investment (ROI)390 Strategies for Developing Electronic Commerce Web Sites391 Internal Development versus Outsourcing392 Incubators394 Accelerators396 Managing Electronic Commerce Implementations396 Project Management397 Project Portfolio Management398 Staffing for Electronic Commerce398 Postimplementation Audits401 Change Management402 Summary403 Key Terms404 Review Questions404 Exercises405 Cases406 For Further Study and Research408 Glossary411
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