Efnisyfirlit

• Chapter-Opening Cases, Insight Cases, and Case Studies
• Title Page
• Copyright
• Pearson’s Commitment to Diversity, Equity, and Inclusion
• Brief Contents
• Contents
• Preface
• Part 1: Introduction to E-commerce
  • Chapter 1. Introduction To E-Commerce
    • Learning Objectives
      • TikTok: Creators and the Creator Economy
    • 1.1 The First Five Minutes: Why You Should Study E-commerce
    • 1.2 Introduction to E-commerce
      • What Is E-commerce?
      • The Difference between E-commerce and E-Business
      • Technological Building Blocks Underlying E-commerce: The Internet, the Web, and the Mobile Platform
      • Insight on Technology: Will Apps Make the Web Irrelevant?
      • Major Trends in E-commerce
    • 1.3 Unique Features of E-commerce Technology
      • Ubiquity
      • Global Reach
      • Universal Standards
      • Richness
      • Interactivity
      • Information Density
      • Personalization and Customization
      • Social Technology: User-Generated Content (UGC), Creators, and Social Networks
    • 1.4 Types of E-commerce
      • Business-to-Consumer (B2C) E-commerce
      • Business-to-Business (B2B) E-commerce
      • Consumer-to-Consumer (C2C) E-commerce
      • Mobile E-commerce (M-commerce)
      • Social E-commerce
      • Local E-commerce
    • 1.5 E-commerce: A Brief History
      • E-commerce 1995–2000: Invention
      • E-commerce 2001–2006: Consolidation
      • E-commerce 2007–Present: Reinvention
      • Insight on Business: Rocket Internet
      • Assessing E-commerce: Successes, Surprises, and Failures
    • 1.6 Understanding E-commerce: Organizing Themes
      • Technology: Infrastructure
      • Business: Basic Concepts
      • Society: Taming the Juggernaut
    • 1.7 Careers in E-commerce
      • Insight on Society: Facebook and the Age of Privacy
      • The Company
      • Position: Category Specialist in the E-commerce Retail Program
      • Qualifications/Skills
      • Preparing for the Interview
      • Possible First Interview Questions
    • 1.8 Case Study: Uber: Everything on Demand
    • 1.9 Review
    • Key Concepts
    • Questions
    • Projects
    • References
  • Chapter 2. E-Commerce Business Strategies
    • Learning Objectives
      • Australia’s Canva Grows from Startup to Super Unicorn
    • 2.1 E-commerce Business Models
      • Introduction
      • Eight Key Elements of a Business Model
      • Insight on Business: OpenRice Brings Social E-commerce to the Table
      • Raising Capital
      • Insight on Society: Crowdfunding Takes Off Around the World
      • Categorizing E-commerce Business Models: Some Difficulties
    • 2.2 Major Business-to-Consumer (B2C) Business Models
      • Online Retailer (E-tailer)
      • Community Provider
      • Content Provider
      • Portal
      • Transaction Broker
      • Market Creator
      • Insight on Technology: Behind the Scenes at Etsy
      • Service Provider
    • 2.3 Major Business-to-Business (B2B) Business Models
      • E-distributor
      • E-procurement
      • Exchanges
      • Industry Consortia
      • Private B2B Networks
    • 2.4 How E-commerce Changes Business: Strategy, Structure, and Process
      • Industry Structure
      • Industry Value Chain
      • Firm Value Chains
      • Firm Value Webs
      • Business Strategy
      • E-commerce Technology and Business Model Disruption
    • 2.5 Careers in E-commerce
      • The Company
      • Position: Assistant Manager of E-Business
      • Qualifications/Skills
      • Preparing for the Interview
      • Possible First Interview Questions
    • 2.6 Case Study: Weathering the Storm: Twitter’s Uncertain Future
    • 2.7 Review
    • Key Concepts
    • Questions
    • Projects
    • References
• Part 2: Technology Infrastructure for E-commerce
  • Chapter 3. E-Commerce Infrastructure
    • Learning Objectives
      • The Internet Survives the Covid-19 Pandemic: Why It Didn’t Break
    • 3.1 The Internet: Technology Background
      • The Evolution of the Internet: 1961–the Present
      • The Internet: Key Technology Concepts
      • The Mobile Platform
      • The Internet “Cloud Computing” Model: Hardware and Software as a Service
      • Other Internet Protocols
    • 3.2 Internet Infrastructure and Access
      • The Internet Backbone
      • Internet Exchange Points
      • Tier 3 Internet Service Providers
      • Insight on Technology: The Internet Space Race
      • Mobile Internet Access
      • The Internet of Things
      • Who Governs the Internet?
      • Insight on Society: Government Regulation and Surveillance of the Internet
    • 3.3 The Web
      • Hypertext
      • Markup Languages
      • Web Servers and Clients
      • Web Browsers
    • 3.4 The Internet and Web: Features and Services
      • Communication Tools
      • Search Engines
      • Insight on Business: Zoom Continues to Zoom
      • Downloadable and Streaming Media
      • Web 2.0 Applications and Services
      • Web3
      • Virtual Reality, Augmented Reality, and the Metaverse
      • Intelligent Digital Assistants
    • 3.5 Mobile Apps
      • Platforms for Mobile Application Development
      • App Marketplaces
    • 3.6 Careers in E-commerce
      • The Company
      • Position: E-commerce Specialist
      • Qualifications/Skills
      • Preparing for the Interview
      • Possible First Interview Questions
    • 3.7 Case Study: Akamai: Sharpening Internet Content Delivery with Edge Computing
    • 3.8 Reviews
    • Key Concepts
    • Questions
    • Projects
    • References
  • Chapter 4. Building An E-Commerce Presence
    • Learning Objectives
      • Scratch Builds an E-commerce Presence from Scratch
    • 4.1 Imagine Your E-commerce Presence
      • What’s the Idea? (The Visioning Process)
      • Where’s the Money: Business and Revenue Model
      • Who and Where Is the Target Audience?
      • What Is the Ballpark? Characterize the Marketplace
      • Where’s the Content Coming From?
      • Know Yourself: Conduct a SWOT Analysis
      • Develop an E-commerce Presence Map
      • Develop a Timeline: Milestones
      • How Much Will This Cost?
    • 4.2 Building an E-commerce Presence: A Systematic Approach
      • The Systems Development Life Cycle
      • Insight on Business: OVHcloud Takes E-commerce to the Clouds
      • Alternative Web Development Methodologies
    • 4.3 Choosing Software
      • Simple versus Multi-tiered Website Architecture
      • Web Server Software
      • Application Servers
      • E-commerce Merchant Server Software (E-commerce Software Platforms)
    • 4.4 Choosing Hardware
      • Right-sizing Your Hardware Platform: The Demand Side
      • Right-sizing Your Hardware Platform: The Supply Side
    • 4.5 Other E-commerce Site Tools
      • Website Design: Basic Business Considerations
      • Tools for Search Engine Optimization
      • Tools for Interactivity and Active Content
      • Personalization/Customization Tools
      • The Information Policy Set
      • Insight on Society: Designing for Accessibility
    • 4.6 Developing a Mobile Website and Building Mobile Applications
      • Planning and Building a Mobile Presence
      • Mobile Presence: Design Considerations
      • Cross-Platform Mobile App Development Tools
      • Mobile Presence: Performance and Cost Considerations
      • Insight on Technology: Klook Sets Its Sights on New Vistas
    • 4.7 Careers in E-commerce
      • The Company
      • Position: UX Designer
      • Qualifications/Skills
      • Preparing for the Interview
      • Possible First-Interview Questions
    • 4.8 Case Study: Skyscanner: The One-Stop Travel Platform
    • 4.9 Review
    • Key Concepts
    • Questions
    • Projects
    • References
  • Chapter 5. E-Commerce Security And Payment Systems
    • Learning Objectives
      • SolarWinds: Shining a Light on Software Supply Chain Attacks
    • 5.1 The E-commerce Security Environment
      • The Scope of the Problem
      • What Is Good E-commerce Security?
      • Dimensions of E-commerce Security
      • The Tension between Security and Other Values
    • 5.2 Security Threats in the E-commerce Environment
      • Malicious Code
      • Insight on Society: Ransomware: The New Business of Hostage-taking
      • Potentially Unwanted Programs (PUPs)
      • Phishing
      • Hacking, Cybervandalism, and Hacktivism
      • Data Breaches
      • Credit Card Fraud/Theft
      • Identity Fraud
      • Spoofing, Pharming, and Spam (Junk) Websites
      • Sniffing and Man-in-the-Middle Attacks
      • Denial of Service (DoS) and Distributed Denial of Service (DDoS) Attacks
      • Insider Attacks
      • Poorly Designed Software
      • Social Network Security Issues
      • Mobile Platform Security Issues
      • Insight on Technology: Pegasus Exploits Zero-Day Vulnerabilities to Create Mobile Platform for Cyber
      • Cloud Security Issues
      • Internet of Things Security Issues
      • Metaverse Security Issues
    • 5.3 Technology Solutions
      • Protecting Internet Communications
      • Encryption
      • Securing Channels of Communication
      • Protecting Networks
      • Protecting Servers and Clients
    • 5.4 Management Policies, Business Procedures, and Public Laws
      • A Security Plan: Management Policies
      • Insight on Business: Are Biometrics the Solution for E- commerce Security?
      • The Role of Laws and Public Policy
    • 5.5 E-commerce Payment Systems
      • Online Credit Card Transactions
      • Alternative Online Payment Systems
      • Mobile Payment Systems: Your Smartphone Wallet
      • Blockchain and Cryptocurrencies
    • 5.6 Careers in E-commerce
      • The Company
      • The Position: Cybersecurity Threat Management Team Trainee
      • Qualifications/Skills
      • Preparing for the Interview
      • Possible First Interview Questions
    • 5.7 Alipay and WeChat Pay: Global Mobile Payment Leaders
    • 5.8 Review
    • Key Concepts
    • Questions
    • Projects
    • References
• Part 3: Business Concepts and Social Issues
  • Chapter 6. E-Commerce Marketing And Advertising
    • Learning Objectives
      • InMobi: Global Mobile Ad Network
    • 6.1 Consumers Online: The Online Audience and Consumer Behavior
      • The Online Consumer Profile
      • Consumer Behavior Models
      • The Online Purchasing Decision
      • Shoppers: Browsers and Buyers
      • Intentional Acts: How Shoppers Find Vendors Online
      • Why Some People Don’t Shop Online: Trust, Utility, and Opportunism in Online Markets
    • 6.2 Digital Commerce Marketing and Advertising Strategies and Tools
      • Strategic Issues and Questions
      • The Website as a Marketing Platform: Establishing the Customer Relationship
      • Traditional Online Marketing and Advertising Tools
      • Social, Mobile, and Local Marketing and Advertising
      • Multi-Channel Marketing: Integrating Online and Offline Marketing
      • Other Online Marketing Strategies
      • Insight on Business: Are the Very Rich Different from You and Me?
    • 6.3 Online Marketing Technologies
      • The Revolution in Online Marketing Technologies
      • Insight on Technology: The Long Tail: Big Hits and Big Misses
      • Web Transaction Logs
      • Supplementing the Logs: Cookies and Other Tracking Files
      • Databases, Data Warehouses, Data Mining, and Big Data
      • Insight on Society: Going from Third to First
      • Marketing Automation and Customer Relationship Management (CRM) Systems
    • 6.4 Understanding the Costs and Benefits of Online Marketing Communications
      • Online Marketing Metrics: Lexicon
      • How Well Does Online Advertising Work?
      • The Costs of Online Advertising
      • Marketing Analytics: Software for Measuring Online Marketing Results
    • 6.5 Careers in E-commerce
      • The Company
      • The Position: Digital Marketing Assistant
      • Qualifications/Skills
      • Preparing for the Interview
      • Possible First Interview Questions
    • 6.6 Case Study: Programmatic Advertising: Real-Time Marketing
    • 6.7 Review
    • Key Concepts
    • Questions
    • Projects
    • References
  • Chapter 7. Social, Mobile, And Local Marketing
    • Learning Objectives
      • Pinterest Expands Around the Globe
    • 7.1 Introduction to Social, Mobile, and Local Marketing
      • From Eyeballs to Conversations
      • From the Desktop to the Smartphone and Tablet
      • The Social, Mobile, Local Nexus
    • 7.2 Social Marketing
      • Social Marketing Players
      • The Social Marketing Process
      • Measuring Social Marketing Results
      • Facebook Marketing
      • Insight on Technology: Optimizing Social Marketing with AccuraCast
      • Instagram Marketing
      • TikTok Marketing
      • Twitter Marketing
      • Pinterest Marketing
      • Marketing on Other Social Networks: Snapchat and LinkedIn
      • The Downside of Social Marketing
    • 7.3 Mobile Marketing
      • Insight on Society: Marketing to Children in the Age of Social, Mobile, Local
      • Overview: M-commerce Today
      • How People Actually Use Mobile Devices
      • Overview: Mobile Marketing
      • The Technology: Basic Mobile Device Features
      • Mobile Marketing Tools: Ad Formats
      • Starting a Mobile Marketing Campaign
      • Insight on Business: Mobile Marketing Revs Up with 3D, AR, VR, and the Metaverse
      • Mobile Marketing Analytics
    • 7.4 Local and Location-based Mobile Marketing
      • The Growth of Local Marketing
      • The Growth of Location-based (Local) Mobile Marketing
      • Location-based Marketing Platforms
      • Location-based Mobile Marketing: The Technologies
      • Why Is Location-based Mobile Marketing Attractive to Marketers?
      • Location-based Marketing Tools
      • Starting a Location-based Marketing Campaign
      • Measuring Location-based Marketing Results
    • 7.5 Careers in E-commerce
      • The Company
      • The Position: Social Media Marketing Associate
      • Qualifications/Skills
      • Preparing for the Interview
      • Possible First Interview Questions
    • 7.6 Case Study: Exchangehunterjumper.com: Building an International Brand with Social Marketing
    • 7.7 Review
    • Key Concepts
    • Questions
    • Projects
    • References
  • Chapter 8. Ethics And Law In E-Commerce
    • Learning Objectives
      • The Right to Be Forgotten: Europe Leads the Way on Internet Privacy
    • 8.1 Understanding Ethical, Social, and Political Issues in E-commerce
      • A Model for Organizing the Issues
      • Basic Ethical Concepts: Responsibility, Accountability, Liability, and Due Process
      • Analyzing Ethical Dilemmas
      • Ethical Principles
    • 8.2 Privacy and Information Rights
      • What Is Privacy?
      • Privacy in the Public Sector: Privacy Rights of Citizens
      • Privacy in the Private Sector: Privacy Rights of Consumers
      • Insight on Technology: Apps That Track: A Double-Edged Sword
      • Limitations on the Right to Privacy: Law Enforcement and Surveillance
    • 8.3 Intellectual Property Rights
      • Types of Intellectual Property Protection
      • Copyright
      • Patents
      • Trademarks
      • Trade Secrets
    • 8.4 Governance
      • Can the Internet Be Controlled?
      • Taxation
      • Net Neutrality
      • Insight on Business: New Rules Extend EU Taxation of E-commerce
      • Antitrust, Monopoly, and Market Competition in the Internet Era
    • 8.5 Public Safety and Welfare
      • Protecting Children
      • Cigarettes, Drugs, and Gambling: Is the Web Really Borderless?
      • Insight on Society: Immersed in the Metaverse: Will It Be Safe?
    • 8.6 Careers in E-commerce
      • The Company
      • Position: E-commerce Privacy Research Associate
      • Qualifications/Skills
      • Preparing for the Interview
      • Possible First Interview Questions
    • 8.7 Case Study: Big Tech Firms: Are They Getting “Too Big”?
    • 8.8 Review
    • Key Concepts
    • Questions
    • Projects
    • References
• Part 4: E-commerce in Action
  • Chapter 9. E-Commerce Retail And Services
    • Learning Objectives
      • Souq.com: How a UAE Startup Paved the Way for Amazon in MENA
    • 9.1 Analyzing the Viability of Online Firms
      • Strategic Analysis
      • Financial Analysis
    • 9.2 The Retail Sector: Offline and Online
      • Online Retailing
      • Insight on Technology: ASOS Uses Big Data to Find Its Most Valuable Customers
    • 9.3 E-commerce in Action: Online Retail Business Models
      • Virtual Merchants
      • Amazon
      • Omnichannel Merchants: Bricks-and-Clicks
      • Manufacturer-Direct
      • Catalog Merchants
    • 9.4 The Service Sector: Offline and Online
    • 9.5 Online Financial Services
      • Fintech
      • Online Banking
      • Insight on Society: Revolut: Finance at Your Fingertips
      • Online Brokerage
      • Online Mortgage and Lending Services
      • Online Insurance Services
      • Online Real Estate Services
    • 9.6 Online Travel Services
      • Why Are Online Travel Services So Popular?
      • The Online Travel Market
      • Online Travel Industry Dynamics
    • 9.7 Online Job Recruitment and Career Services
      • Online Job Recruitment and Career Services Industry Trends
    • 9.8 On-Demand Service Companies
      • Insight on Business: Bawiq and Careem: Food Delivery on Demand
    • 9.9 Careers in E-commerce
      • The Company
      • Position: Associate, E-commerce Initiatives
      • Qualifications/Skills
      • Preparing for the Interview
      • Possible First Interview Questions
    • 9.10 Case Study: OpenTable: Your Reservation Is Waiting
    • 9.11 Review
    • Key Concepts
    • Questions
    • Projects
    • References
  • Chapter 10. Online Media
    • Learning Objectives
      • Spotify and Deezer: European Music Streaming Services Spread Around the Globe
    • 10.1 Online Content
      • Content Audience: Where Are the Eyeballs?
      • Content Market: Entertainment and Media Industry Revenues
      • Insight on Society: Is Gen Z Really All That Different?
      • Online Content: Consumption, Revenue Models, and Revenue
      • Digital Rights Management (DRM) and Walled Gardens
      • Media Industry Structure
      • Media Convergence: Technology, Content, and Industry Structure
    • 10.2 The Online Publishing Industry
      • Online Newspapers
      • Insight on Business: British Newspapers Take On the Digital Space
      • Magazines Rebound on the Digital Platform
      • E-books and Online Book Publishing
    • 10.3 The Online Entertainment Industry
      • Home Entertainment: Television and Movies
      • Audio Entertainment: Music and Podcasts
      • Games
      • Insight on Technology: Game On: Twitch
    • 10.4 Creators and User-Generated Content
    • 10.5 Careers in E-commerce
      • The Company
      • Position: Digital Audience Development Specialist
      • Qualifications/Skills
      • Preparing for the Interview
      • Possible First Interview Questions
    • 10.6 Case Study: Netflix: How Does This Movie End?
    • 10.7 Review
    • Key Concepts
    • Questions
    • Projects
    • References
  • Chapter 11. Online Communities
    • Learning Objectives
      • LinkedIn: A Different Type of Social Network
    • 11.1 Social Networks and Online Communities
      • What Is an Online Social Network?
      • The Growth of Social Networks and Online Communities
      • Turning Social Networks into Businesses
      • Types of Social Networks and Their Business Models
      • Insight on Society: Businesses Beware: The Dark Side of Social Networks
      • Social Network Technologies and Features
      • Insight on Technology: Are Facebook’s Algorithms Dangerous?
    • 11.2 Online Auctions
      • Benefits and Costs of Auctions
      • Auctions as an E-commerce Business Model
      • Types and Examples of Auctions
      • When to Use Auctions (and for What)
      • Auction Prices: Are They the Lowest?
      • Consumer Trust in Auctions
      • When Auction Markets Fail: Fraud and Abuse in Auctions
    • 11.3 E-commerce Portals
      • The Growth and Evolution of Portals
      • Types of Portals: General-Purpose and Vertical Market
      • Portal Business Models
      • Insight on Business: Yahoo and AOL Get Yet Another New Owner
    • 11.4 Careers in E-commerce
      • The Company
      • Position: Social Marketing Specialist
      • Qualifications/Skills
      • Preparing for the Interview
      • Possible First Interview Questions
    • 11.5 Case Study: eBay: Refocusing on Its Roots and Embracing Recommerce
    • 11.6 Review
    • Key Concepts
    • Questions
    • Projects
    • References
  • Chapter 12. B2B E-Commerce
    • Learning Objectives
      • Alibaba: China’s E-commerce King Splits Up
    • 12.1 An Overview of B2B E-commerce
      • Some Basic Definitions
      • The Evolution of B2B E-commerce
      • The Growth of B2B E-commerce
      • Potential Benefits and Challenges of B2B E-commerce
    • 12.2 The Procurement Process and Supply Chains
      • Insight on Society: Supply Chains Hit the Headlines
      • Steps in the Procurement Process
      • Types of Procurement
      • Multi-Tier Supply Chains
      • Visibility and Other Concepts in Supply Chain Management
      • The Role of Existing Legacy Computer Systems and Enterprise Systems in Supply Chains
    • 12.3 Trends in Supply Chain Management and Collaborative Commerce
      • Supply Chain Simplification and Just-in-Time and Lean Production
      • Supply Chain Black Swans: Adaptive Supply Chains
      • Accountable Supply Chains: Labor Standards
      • Sustainable Supply Chains
      • Mobile B2B
      • B2B in the Cloud
      • Supply Chain Management Systems
      • Blockchain, the Internet of Things, and Supply Chain Management
      • Insight on Technology: Blockchain Improves the Food Supply Industry
      • Collaborative Commerce
      • Social Networks and B2B: The Extended Social Enterprise
      • B2B Marketing
    • 12.4 B2B E-commerce Marketplaces: The Selling Side of B2B
      • Characteristics of B2B E-commerce Marketplaces
      • Types of B2B E-commerce Marketplaces
    • 12.5 Private B2B Networks
      • Objectives of Private B2B Networks
      • Private B2B Networks and Collaborative Commerce
      • Insight on Business: Collaborative Commerce at Carrefour UAE
      • Implementation Barriers
    • 12.6 Careers in E-commerce
      • The Company
      • Position: Junior Supply Chain Analyst
      • Qualifications/Skills
      • How to Prepare for the Interview
      • Possible First Interview Questions
    • 12.7 Case Study: Elemica: Cooperation, Collaboration, and Community
    • 12.8 Review
    • Key Concepts
    • Questions
    • Projects
    • References
• Index
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