E-commerce strategies Book

	Introduction	xii
Part I	E-Commerce Changes Everything
1	Go Online or Go Out of Business?	3
	Understanding E-Commerce	4
	E-Commerce Comes of Age	11
	Why E-Commerce?	14
	Wrap-Up	22
	Taking Stock	23
	Action Plan	24
2	E-Commerce in Action: Reality and Myth	25
	Where Are Businesses Applying E-Commerce Solutions?	26
	How Are Organizations Using Their E-Commerce Sites?	40
	E-Commerce Myths	44
	Wrap-Up	48
	Taking Stock	50
	Action Plan	50
3	The E-Commerce Obstacle Course	53
	Cost/Benefit Analysis	54
	Technology Issues	58
	Going Global	62
	Legal Issues	68
	Security	71
	Staffing for E-Commerce	73
	Wrap-Up	75
	Taking Stock	76
	Action Plan	77
4	Measuring Success	79
	What Criteria Must E-Commerce Solutions Meet?	79
	Judging Solutions	89
	Determining Decision-Making Factors	92
	Measuring a Solution's Success	97
	Wrap-Up	102
	Taking Stock	103
	Action Plan	104
Part II	E-Commerce Business Solutions
5	E-Commerce Building Blocks	107
	Hardware Basics	108
	Software Basics	116
	External Service Providers	120
	Interfaces and Integration: Leveraging Existing Systems	122
	Building an E-Commerce Program	124
	Wrap-Up	125
	Taking Stock	127
	Action Plan	127
6	E-Commerce Site Essentials	129
	Your Opening Line: The Home Page	130
	Show Some Style!	142
	Extranets for Business-To-Business Transactions	144
	Content Management Tools	144
	Wrap-Up	147
	Taking Stock	148
	Action Plan	148
7	E-Commerce Best Practices	151
	Managing the Visitor Relationship: Profiling and Personalization	152
	Managing and Maintaining Visitor Privacy	154
	Make Your Site Easy to Use	158
	Managing Visitor Perceptions	159
	Give 'Em What They Want and Don't Insult Their Intelligence	160
	Site Consistency	162
	Managing Business Knowledge Using E-Commerce	163
	The Road to Enlightenment	163
	Wrap Up	165
	Taking Stock	166
	Action Plan	167
8	Brand Management Strategies	169
	Passing from the Brick-and-Mortar to the Virtual World	170
	Using the Internet Grapevine	177
	Managing E-Brand Risk	179
	Partnering with Everyone	181
	Protecting Your Brand	182
	Innovating Constantly to Beat Competitors	184
	Acquiring and Retaining Customers	185
	Wrap-Up	186
	Taking Stock	187
	Action Plan	188
Part III	The Microsoft Total E-Commerce Solution
9	Microsoft's E-Commerce Strategy	191
	Strategy Statements	192
	Microsoft and the Future of E-Commerce	197
	The BizTalk Framework	202
	Using Knowledge Management to Improve E-Commerce Success	204
	Adapting Business Operations to Improve E-Commerce Success	206
	Wrap-Up	208
	Taking Stock	209
	Action Plan	210
10	Microsoft's E-Commerce Platform	211
	Doing Business on the Internet Through Collaboration	212
	Creating and Managing Internet Content	216
	E-Commerce Platform Foundation	221
	Processing E-Commerce Transactions	229
	Microsoft E-Commerce Security Initiatives	233
	Wrap-Up	236
	Taking Stock	237
	Action Plan	238
11	Web Portals	239
	MSN: The Microsoft Network	240
	MSNBC	244
	Advertising and Sponsorship	246
	Small Business Services	247
	Enterprise Information Portals	248
	Wrap-Up	251
	Taking Stock	252
	Action Plan	252
12	Partnering	253
	Partnering Issues	253
	Independent Software Vendors	260
	Web Developers	261
	Enterprise Services	262
	Commerce and Application Hosting	263
	Wrap-Up	265
	Taking Stock	267
	Action Plan	268
Part IV	Appendixes
A	References	271
B	Web Site References	275
C	Microsoft E-Commerce Product and Services Brief	281
	Glossary	307
	Index	327