Cover image for E-commerce strategies
Title:
E-commerce strategies
Author:
Trepper, Charles H.
Personal Author:
Publication Information:
Redmond, Wash. : Microsoft Press, [2000]

©2000
Physical Description:
xxiii, 341 pages : illustrations ; 24 cm
Language:
English
ISBN:
9780735607231
Format :
Book

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HF5548.32 .T74 2000 Adult Non-Fiction Central Closed Stacks
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Summary

Summary

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).


Author Notes

Cora Harrison worked as a headteacher before she decided to write her first novel, and she has since published twenty-six children's historical novels and many books for adults. Cora lives on a farm near the Burren in the west of Ireland.


Table of Contents

Introductionp. xii
Part I E-Commerce Changes Everything
1 Go Online or Go Out of Business?p. 3
Understanding E-Commercep. 4
E-Commerce Comes of Agep. 11
Why E-Commerce?p. 14
Wrap-Upp. 22
Taking Stockp. 23
Action Planp. 24
2 E-Commerce in Action: Reality and Mythp. 25
Where Are Businesses Applying E-Commerce Solutions?p. 26
How Are Organizations Using Their E-Commerce Sites?p. 40
E-Commerce Mythsp. 44
Wrap-Upp. 48
Taking Stockp. 50
Action Planp. 50
3 The E-Commerce Obstacle Coursep. 53
Cost/Benefit Analysisp. 54
Technology Issuesp. 58
Going Globalp. 62
Legal Issuesp. 68
Securityp. 71
Staffing for E-Commercep. 73
Wrap-Upp. 75
Taking Stockp. 76
Action Planp. 77
4 Measuring Successp. 79
What Criteria Must E-Commerce Solutions Meet?p. 79
Judging Solutionsp. 89
Determining Decision-Making Factorsp. 92
Measuring a Solution's Successp. 97
Wrap-Upp. 102
Taking Stockp. 103
Action Planp. 104
Part II E-Commerce Business Solutions
5 E-Commerce Building Blocksp. 107
Hardware Basicsp. 108
Software Basicsp. 116
External Service Providersp. 120
Interfaces and Integration: Leveraging Existing Systemsp. 122
Building an E-Commerce Programp. 124
Wrap-Upp. 125
Taking Stockp. 127
Action Planp. 127
6 E-Commerce Site Essentialsp. 129
Your Opening Line: The Home Pagep. 130
Show Some Style!p. 142
Extranets for Business-To-Business Transactionsp. 144
Content Management Toolsp. 144
Wrap-Upp. 147
Taking Stockp. 148
Action Planp. 148
7 E-Commerce Best Practicesp. 151
Managing the Visitor Relationship: Profiling and Personalizationp. 152
Managing and Maintaining Visitor Privacyp. 154
Make Your Site Easy to Usep. 158
Managing Visitor Perceptionsp. 159
Give 'Em What They Want and Don't Insult Their Intelligencep. 160
Site Consistencyp. 162
Managing Business Knowledge Using E-Commercep. 163
The Road to Enlightenmentp. 163
Wrap Upp. 165
Taking Stockp. 166
Action Planp. 167
8 Brand Management Strategiesp. 169
Passing from the Brick-and-Mortar to the Virtual Worldp. 170
Using the Internet Grapevinep. 177
Managing E-Brand Riskp. 179
Partnering with Everyonep. 181
Protecting Your Brandp. 182
Innovating Constantly to Beat Competitorsp. 184
Acquiring and Retaining Customersp. 185
Wrap-Upp. 186
Taking Stockp. 187
Action Planp. 188
Part III The Microsoft Total E-Commerce Solution
9 Microsoft's E-Commerce Strategyp. 191
Strategy Statementsp. 192
Microsoft and the Future of E-Commercep. 197
The BizTalk Frameworkp. 202
Using Knowledge Management to Improve E-Commerce Successp. 204
Adapting Business Operations to Improve E-Commerce Successp. 206
Wrap-Upp. 208
Taking Stockp. 209
Action Planp. 210
10 Microsoft's E-Commerce Platformp. 211
Doing Business on the Internet Through Collaborationp. 212
Creating and Managing Internet Contentp. 216
E-Commerce Platform Foundationp. 221
Processing E-Commerce Transactionsp. 229
Microsoft E-Commerce Security Initiativesp. 233
Wrap-Upp. 236
Taking Stockp. 237
Action Planp. 238
11 Web Portalsp. 239
MSN: The Microsoft Networkp. 240
MSNBCp. 244
Advertising and Sponsorshipp. 246
Small Business Servicesp. 247
Enterprise Information Portalsp. 248
Wrap-Upp. 251
Taking Stockp. 252
Action Planp. 252
12 Partneringp. 253
Partnering Issuesp. 253
Independent Software Vendorsp. 260
Web Developersp. 261
Enterprise Servicesp. 262
Commerce and Application Hostingp. 263
Wrap-Upp. 265
Taking Stockp. 267
Action Planp. 268
Part IV Appendixes
A Referencesp. 271
B Web Site Referencesp. 275
C Microsoft E-Commerce Product and Services Briefp. 281
Glossaryp. 307
Indexp. 327