Gary P. Schneider，目前是美国奎尼皮亚大学会计系的William S．Perlroth教授，曾先后任教于圣迭戈大学、田纳西大学和赛维尔大学，多次获得很好教学奖。迄今为止，他在会计、信息系统、管理学方面已经出版了 50多部著作，并在《Interfaces》、《Issues in Accounting Education》、《IS Audit&Control Journal》和《Journal of Information Systems》等很好不错刊物上发表了100余篇研究论文。他还曾担任《Business Studies Journal》和《Accounting Information Systems and Technology Reporter》的编辑。
目录
Preface Part 1: Introduction Chapter 1 The Second Wave of Global E-Business Electronic Commerce: The Second Wave Electronic Commerce and Electronic Business Categories of Electronic Commerce The Development and Growth of Electronic Commerce The Dot-Corn Boom, Bust, and Rebirth The Second Wave of Electronic Commerce Business Models, Revenue Models, and Business Processes Focus on Specific Business Processes Role of Merchandising Product/Process Suitability to Electronic Commerce Advantages and Disadvantages of Electronic Commerce Advantages of Electronic Commerce Disadvantages of Electronic Commerce Economic Forces and Electronic Commerce Transaction Costs Markets and Hierarchies Using Electronic Commerce to Reduce Transaction Costs Network Economic Structures Network Effects Using Electronic Commerce to Create Network Effects Identifying Electronic Commerce Opportunities Strategic Business Unit Value Chains Industry Value Chains SWOT Analysis: Evaluating Business Unit Opportunities International Nature of Electronic Commerce Trust Issues on the Web Language Issues Cultural Issues Culture and Government Infrastructure Issues Summary Key Terms Review Questions Exercises Cases Chapter 2 E-Business Technology Basics The Internet and the World Wide Web Origins of the Internet New Uses for the Internet Commercial Use of the Internet Growth of the Internet Emergence of the World Wide Web Packet-Switched Networks Routing Packets Internet Protocols TCP/IP IP Addressing Domain Names Web Page Request and Delivery Protocols Electronic Mail Protocols Unsolicited Commercial E-Mail (UCE, Spam) Markup Languages and the Web Markup Languages Hypertext Markup Language Extensible Markup Language (XML) HTML and XML Editors Intranets and Extranets Public and Private Networks Virtual Private Network (VPN) Internet Connection Options Connectivity Overview Voice-Grade Telephone Connections Broadband Connections Leased-Line Connections Wireless Connections Internet2 and the Semantic Web Summary Key Terms Review Questions Exercises Cases
Part 2: Business Strategies for Electronic Commerce Chapter 3 E-Business Revenue Models Revenue Models Web Catalog Revenue Models Digital Content Subscription Revenue Models Advertising-Supported Revenue Models Advertising-Subscription Mixed Revenue Models Fee-for-Transaction Revenue Models Fee-for-Service Revenue Models Free for Many, Fee for a Few Revenue Models in Transition Subscription to Advertising-Supported Model Advertising-Supported to Advertising-Subscription Mixed Advertising-Supported to Fee-for-Services Model Advertising-Supported to Subscription Model Multiple Transitions Revenue Strategy Issues Channel Conflict and Cannibalization Strategic Alliances Creating an Effective Web Presence Identifying Web Presence Goals Web Site Usability How the Web Is Different Meeting the Needs of Web Site Visitors Trust and Loyalty Rating Electronic Commerce Web Sites Usability Testing Customer-Centric Web Site Design Connecting with Customers The Nature of Communication on the Web Summary Key Terms Review Questions Exercises Cases Chapter 4 Selling to Consumers Online Web Marketing Strategies Product-Based Marketing Strategies Customer-Based Marketing Strategies Communicating with Different Market Segments Trust, Complexity, and Media Choice Market Segmentation Market Segmentation on the Web Offering Customers a Choice on the Web Beyond Market Segmentation: Customer Behavior and Relationship Intensity Segmentation Using Customer Behavior Customer Relationship Intensity and Life-Cycle Segmentation Acquisition, Conversion, and Retention of Customers Customer Acquisition, Conversion, and Retention: The Funnel Model Advertising on the Web Banner Ads Text Ads Other Web Ad Formats Site Sponsorships Online Advertising Cost and Effectiveness Effectiveness of Online Advertising E-Mail Marketing Permission Marketing Combining Content and Advertising Outsourcing E-Mail Processing Technology-Enabled Customer Relationship Management CRM as a Source of Value in the Marketspaee Creating and Maintaining Brands on the Web Elements of Branding Emotional Branding vs. Rational Branding Brand Leveraging Strategies Brand Consolidation Strategies Costs of Branding Affiliate Marketing Strategies Viral Marketing Strategies Search Engine Positioning and Domain Names Search Engines and Web Directories Paid Search Engine Inclusion and Placement Web Site Naming Issues Summary Key Terms Review Questions Exercises Cases Chapter 5Selling to Businesses Online Purchasing, Logistics, and Support Activities Purchasing Activities Direct vs. Indirect Materials Purchasing Logistics Activities Support Activities E-Government Network Model of Economic Organization in Purchasing Electronic Data Interchange Early Business Information Interchange Efforts Emergence of Broader EDI Standards How EDI Works Value-Added Networks EDI Payments EDI on the Internet Supply Chain Management Using Internet Technologies Value Creation in the Supply Chain Increasing Supply Chain Efficiencies Using Materials-Tracking Technologies with EDI and Electronic Commerce Creating an Ultimate Consumer Orientation in the Supply Chain Building and Maintaining Trust in the Supply Chain Electronic Marketplaces and Portals Independent Industry Marketplaces Private Stores and Customer Portals Private Company Marketplaces Industry Consortia-Sponsored Marketplaces Summary Key Terms Review Questions Exercises Cases Chapter 6Virtual Communities From Virtual Communities to Social Networks Virtual Communities
Part 3: Technologies for Electronic Commerce Part 4 Integration
