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Book Categories |
| Preface | XIII | |
| Acknowledgments | XV | |
| Part I | The E-Commerce Climate | |
| 1 | The Struggle for Survival Online | 3 |
| The Causes of Competitiveness | 4 | |
| Increased Customer Expectations: The Consequence of Competitiveness | 6 | |
| Don't Hurdle; Pole-Vault | 6 | |
| Baby, You Can Drive My Car | 12 | |
| Opportunities for Those Who Come at the Eleventh Hour | 13 | |
| What Are Investors to Do? | 13 | |
| Narrowing the Field | 14 | |
| 2 | The Recipe for Success | 15 |
| Driving Traffic | 15 | |
| The Site | 22 | |
| Customer Service | 25 | |
| Turnkey Growth | 26 | |
| Part II | Technologies for Driving Traffic | |
| 3 | Search Engines for Customer Acquisition | 31 |
| Search Engines versus Directories | 32 | |
| Submitting Your URL | 37 | |
| How It Works Today | 40 | |
| Winning Strategies | 41 | |
| Outsourcing Your Web Positioning | 53 | |
| Resources | 54 | |
| 4 | Viral Affiliates Programs | 57 |
| Cost of Acquisition | 57 | |
| Affiliate Programs | 58 | |
| Viral Marketing | 61 | |
| Case Study: OurHouse.com | 63 | |
| Loyalty Programs | 65 | |
| How Viral Affiliate Networks Should Work | 68 | |
| Resources | 68 | |
| 5 | Listfeed Programs and XML | 71 |
| Knowing When to Bring Them to You and When to Go to Them | 71 | |
| Aggregators | 72 | |
| Listfeeds | 77 | |
| The What and Why of XML | 79 | |
| Categorizing Products | 80 | |
| Universal Shopping Carts | 81 | |
| Case Study: NIC Commerce | 82 | |
| Resources | 83 | |
| 6 | Targeted Electronic Direct Mail | 85 |
| Customer Loyalty | 85 | |
| Getting the List | 86 | |
| Compiling Customer Profiles | 88 | |
| Honing the Message | 90 | |
| Case Study: Garden.com | 92 | |
| Cost Effectiveness | 96 | |
| Testing the Messages | 96 | |
| Event-Driven E-Mail | 97 | |
| Case Study: Musicland | 98 | |
| Why Not Send the E-Mail Yourself? | 100 | |
| Resources | 101 | |
| 7 | WAP-Enabling for M-Commerce | 103 |
| Wireless Application Protocol (WAP) | 104 | |
| After the WAP: IMT-2000 (aka 3G) | 105 | |
| Wireless for Messaging | 106 | |
| How Web Surfing Differs from Wireless Web Surfing | 107 | |
| Profile: Internet2Anywhere (In2a) | 108 | |
| Going Mobile the Easy Way | 110 | |
| Do-It-Yourself Mobile | 112 | |
| Click-to-Voice | 113 | |
| Case Study: GiantBear.com | 114 | |
| Resources | 115 | |
| Part III | Technologies for Making Buying Easier | |
| 8 | Personalization for Customer Loyalty | 119 |
| Overt versus Covert Personalization | 120 | |
| Overt Personalization | 121 | |
| Motivating Shoppers to Give You Their Preferences | 127 | |
| Covert Personalization | 128 | |
| Case Study: G.U.S. Home Shopping Limited | 129 | |
| Profile: Net Perceptions | 130 | |
| Profile: Shop Tok's TokAdvisor | 132 | |
| Profile: Angara Converter | 134 | |
| Profile: Blue Martini Software | 135 | |
| Resources | 136 | |
| 9 | Shopping Wizards and In-Context Search | 139 |
| Who's Shopping Online | 140 | |
| Shopping Wizards | 142 | |
| In-Context Shopping Capabilities | 145 | |
| Profile: Soliloquy | 147 | |
| Natural Language Search Tools | 148 | |
| Profile: Ask Jeeves E-Commerce | 149 | |
| Knowledgebase | 151 | |
| Resources | 151 | |
| 10 | Globalization and Multicurrency Capability | 155 |
| Minimum Requirements to Compete Globally | 156 | |
| Profile: From2.com | 159 | |
| Profile: E-Commerce Logistics | 161 | |
| How to Be a Major Player in a Market | 162 | |
| Profile: Uniscape | 163 | |
| Profile: Welocalize.com | 167 | |
| Resources | 169 | |
| 11 | Real-Time Access to Inventory and Order Status | 171 |
| Product Information | 172 | |
| Order Information | 175 | |
| Customer Information | 179 | |
| Resources | 183 | |
| 12 | Robust Content-Management Systems | 185 |
| Customization | 186 | |
| Baseline Features | 187 | |
| Profile: NCompass Labs | 188 | |
| Profile: FatWire | 195 | |
| Differentiating Features | 196 | |
| Profile: BroadVision | 196 | |
| The Importance of Your Vendor Relationship | 199 | |
| Why Not Custom-Build? | 200 | |
| Internationalized Solutions | 200 | |
| Resources | 201 | |
| Part IV | Technologies for Customer Service | |
| 13 | Real-Time Presales Chat | 205 |
| Online Support Options | 206 | |
| Presales Support versus Customer Service | 210 | |
| Real-Time Chat: Help When It's Needed | 213 | |
| Service with a Smiley Face | 215 | |
| Knowledge(base) Is Power | 218 | |
| How Real-Time Chat Works | 219 | |
| Resources | 224 | |
| 14 | Multichannel Customer Service Systems | 229 |
| Customer Service as Differentiator | 230 | |
| Building a Customer-Centric Organization | 231 | |
| What "Multichannel" Really Means | 232 | |
| The Isolated Data Phenomenon | 233 | |
| What Is CRM? | 235 | |
| CRM versus ERP | 236 | |
| Selecting a CRM Vendor | 237 | |
| CRM at Work | 239 | |
| Building the Relationship | 241 | |
| Resources | 242 | |
| Part V | Turnkey Growth | |
| 15 | Outsource Everything | 245 |
| Why Outsource? | 245 | |
| Case Study: Paytime | 250 | |
| Case Study: Ask Jeeves | 251 | |
| Case Study: eWonder.com | 252 | |
| The Ins and Outs of Outsourcing | 253 | |
| In Celebration of ASPs | 256 | |
| No Longer Vogue with the Venture Capitalists--So What? | 258 | |
| 16 | Feed the Lions | 259 |
| Guard Your Crack in the Sidewalk | 261 | |
| The Service Economy | 262 | |
| Everyone's Doin' It | 264 | |
| Case Study: Web Trends Live/Click-Stream Analysis | 264 | |
| Case Study: E-Commerce Support Centers/Customer Service | 265 | |
| Case Study: Digital Impact/E-Mail | 266 | |
| Case Study: The Kringle Company/Private-Labeled Personalized Letters | 268 | |
| Epilogue: A Baker's Dozen: Alternative Payment Systems | 271 | |
| Consumers Are Rarely the Victims of Fraud | 272 | |
| Protecting the Merchant | 273 | |
| Alternative Payment Systems | 280 | |
| Major Payment System Vendors | 281 | |
| Resources | 285 | |
| Notes | 287 | |
| Index | 291 | |
| About the Author | 303 |
| Price | Condition | Delivery | Seller | Action |
| $99.99 | Digital |
| WonderClub |
Darrell Cooler
reviewed The e-commerce arsenal on May 15, 2014
The e-commerce arsenal
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I have no idea who recommended The Cluetrain Manifesto, but it ended up on my Goodreads "want to read" list, and it arrived in my local library a few days ago. I honestly thought it was a fiction book from the title, something along the lines of The Monkey Wrench Gang, perhaps.
Turns out The Cluetrain Manifesto is a breathless paean to the Internet circa 2001, about how the internet will revolutionize business (though the version I'm reading has been updated with some sobered hedging by the authors ten years later).
The primary thesis of the authors is that markets are at heart conversations, and that businesses will either enable the freewheeling conversations empowered by the Net, or fight a losing battle for control.
I don't want to wave away the advances that the internet has engendered, as I think it's too easy to downplay, especially for you young whippersnappers who don't even recall rotary phones. It really has been transformative. But from the vantage point of 2016, we can also see that the breathless prognosticating of the original Cluetrain hasn't quite panned out. We're seeing the once wide open, seemingly endless forests of internet anarchy, Grateful Dead-and-Phish-tape-trading freedom turn into gated communities as glossy, ad riven, and manipulative as the corporate fiefdoms of old.
So what went wrong? Why aren't we living in an unmitigated bliss of genuine, heartfelt connection to one another across digital divides?
While markets have indeed become more about peer to peer sharing, people themselves have become more like corporations.
Ever heard the term "personal brand"? That's right - as individuals, we now carefully cultivate and craft our online personas, targeting our messaging, delivering elevator pitches to our friends, and twisting our faces and extending our arms to capture selfies at perfectly calibrated angles.
Successful businesses today support our social posturing, while gathering our data, as defined by every click, post, and geospatial movement. Successful online personas, such as Kim Kardashian, harness the hall of mirrors to their advantage.
In this manner, we market ourselves while allowing ourselves to be marketed. The damning thing about all of this is that the internet of yore - that wild, ecstatic beast - is still right here around us but we gild ourselves into gated, controlled, glossy realms like moths to bulb.
Why? Because that's where all the cool kids are.
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Add The e-commerce arsenal, EDM, wireless access, listfeed programs, WAP, XML: They don't sound sweet, but these (and other) power-packed Web technologies are the honey that keep online customers coming back for more. In the war for Web dominance, the site that converts visitors , The e-commerce arsenal to the inventory that you are selling on WonderClubX
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Add The e-commerce arsenal, EDM, wireless access, listfeed programs, WAP, XML: They don't sound sweet, but these (and other) power-packed Web technologies are the honey that keep online customers coming back for more. In the war for Web dominance, the site that converts visitors , The e-commerce arsenal to your collection on WonderClub |