Professional Documents
Culture Documents
SIXTH
EDITION
Kenneth C. Laudon
New York University
PEARSON
Prentice Hall
Prentice 11111, Upper Saddle River, New Jersey 07458
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Copyright 2010, 2009, 2008 by Kenneth C. Laudon and Carol Guercio Traver.
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PREFACE
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Preface
Open source software tools such as Drupal and Iladoop, and declining hardware prices, greatly lower the cost of developing sophisticated Web sites Internet security concerns remain high; rivberwarfare incidents increase Web 3.0 and the semantic Web continues to inspire technology firms and !Prairie 111-8 Net neutrality supporters reconsider differential pricing Society Growth of the mobile, "always on' culture in business and family life Intellectual property issues remain a source of conflict; movement toward resolution in some areas, such as Google's deal with publishing industry Digital piracy remains prevalent, despite the shutdown of P2P network Pirate's Pip' Privacy and user control of personal information on social networks conflict with company attempts to monetize investment Most new Internet growth in Asia and China; localization of Web increases Venture investing in e-commerce drastically falls off, vet entrepreneurial startup firms are as numerous as ever Growing government surveillance of Internet users and Web sites
Preface
attention, the traditional forms of retail e-commerce and services also remain vital and have proven to be more resilient than traditional retail channels in facing the economic recession that has occurred during the past year. The experience of these firms over the last fifteen years is also a focus of this book. The defining characteristic of these firms is that they are profitable, sustainable, efficient, and innovative firms with powerful brand names. Many of these now-experienced retail and service firms, such as cBav, Amazon, E*Trade, Priceline, and Expedia, are survivors of the first era of e-commerce, from 1995 to spring 2000. These surviving firms have evolved their business models, integrated their online and offline operations, and changed their revenue models to become profitable. Students must understand how to build these kinds of e-commerce businesses in order to help the business firms they manage to succeed in the e-commerce era. It would he foolish to ignore the lessons learned in the early period of e-commerce. Like so many technology revolutions in the pastautomobiles, electricity, telephones, television, and biotechnologythere was an explosion of entrepreneurial effinds, followed by consolidation. By 2005, the survivors of the early period were moving to establish profitable businesses while maintaining rapid growth in revenues. In 2010, e-commerce is entering a new period of explosive entrenprenurial activity focusing on social networks, and the mobile digital platform created by smartphones and netbooks. These technologies and social behaviors are bringing about extraordinary changes to markets, industries, individual businesses, and society as a whole. E-commerce is generating thousands of new jobs for young managers in all fields from marketing to ma nagement, entrepreneurial studies, and information systems. Today, e-commerce has moved into the mainstream life of established businesses that have the market brands and financial muscle required for the long-term deployment of e-commerce technologies and methods. if you are working in an established business, chances arc the firm's e-commerce capabilities and Web presence arc important factors for its success. If you want to start a new business, chances a IV very good that the knowledge you learn in this hook will be very helpful.
BUSINESS. TECHNOLOGY. SOCIETY.
We believe that in order for business and technology students to really understand e-commerce, they must understand the relationships among e-commerce business concerns, Internet technology, and the social and legal context of e-commerce. These three themes permeate all aspects of e-commerce, and therefore in each chapter we present material that explores the business, technological, and social aspects of that chapter's main topic. Given the continued growth and diffusion of e-coni merce, all students regardless of their major disciplinemust also understand the basic economic and business forces driving e-commerce. E-commerce has created new electronic markets where prices are more transparent, markets are global, and trading is highly efficient, though not perfect. E-commerce has a direct impact on a firm's relationship with suppliers, customers, competitors, and partners, as well as how firms market products, advertise, and use brands. Whether you -are interested in marketing and sales, design, production, finance, information systems, or logistics, you will need to know how ecommerce technologies can be used to reduce supply chain costs, increase production
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Preface
efficiency, and tighten the relationship with customers. This text is written to help you understand the fundamental business issues in e-commerce. We spend a considerable amount of erfort analyzing the business models and strategies of "pure-play" online companies and established businesses now employing "bricks-and-clicks" business models. We explore why many early e-commerce. firms failed and the strategic, financial, marketing, and organizational challenges they faced. We also discuss how e-commerce firms learned from the mistakes of early firms, and how established firms are using e-commerce to succeed. Above all, we attempt to bring a strong sense of business realism and sensitivity to the often exaggerated descriptions of eaC0111111C Ric. As founders of a ClOt. COM company and participants in the e-commerce revolution, we have learned that the "E" in e-commerce does not stand for "easy." The Web and e-commerce has caused a major revolution in marketing and advertising in the United States. We spend two chapters discussing how marketing and advertising dollars are moving away from traditional media, and towards online media, creating significant growth in search engine marketing, targeted display advertising, online rich media;video ads, and social marketing techniques. E-commerce is driven by Internet technology. Internet technology, and information technology in general, is perhaps the star of the show. Without the Internet, e-commerce would be virtually nonexistent. Accordingly, we provide three specific chapters on the Internet and e-commerce technology, and in every chapter we provide continuing coverage by illustrating how the topic of the chapter is being shaped by new information technologies. For instance, Internet technology drives developments in security and payment systems, marketing strategies and advertising, financial applications, business-to-business trade, and retail e-commerce. We discuss the rapid growth of the mobile digital platform, the emergence of cloud computing, new open source software tools and applications that enable Web 2.0, and new types of Internet-based Midi- Illation systems that support electronic business-to-business markets. E-commerce is not only about business and technology, however. The third part of the equation for understanding e-commerce is society. L-commerce and Internet technologies have important social consequences that business leaders can ignore only at their peril. El-commerce has challenged our concepts of privacy, intellectual property, and even our ideas about national sovereignty and governance. Google, Amazon, and assorted advertising networks maintain profiles On millions of U.S. a nd foreign online shoppers. "lhe proliferation of illegally copied music and videos on the Internet, and the growth of social networking sites often based on displaying copyrighted materials without permission, are challenging the intellectual property rights of record labels, studios, and artists. And many countriesincluding the United Statesare demanding to control the content of Web sites displayed within their borders for political and social reasons. Tax authorities in the United States and Europe are demanding that e-commerce sites pay sales taxes. As a result of these challenges to existing institutions, c-commerce and the Internet are the subject of increasing investigation, litigation, and legislation. Business leaders need to understand these societal developments, and they cannot afford to assume a ny longer
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that the Internet is horderless, beyond social control and regulation, or a place where market efficiency is the only consideration. In addition to an entire chapter devoted to the social and legal implications of e-commerce, each chapter contains material highlighting the social implications of e-commerce. FEATURES AND COVERAGE
Strong Conceptual Foundation We analyze e-commerce, digital markets, and
e-business firms just as we would ordinary businesses and markets using concepts from economics, marketing, finance, philosophy, and information systems. We try to avoid ad hoc theorizing of the sort that sprang breathlessly from the pages of many journals in the early years of e-commerce. Some of the important concepts from economics and marketing that we use to explore eacommerce are transaction cost, network externalities, perfect digital markets, segmentation, price dispersion, targeting, and positioning. Important concepts from the study of information systems and technologies play an important role in the book, including Internet standards and protocols, client/server computing, multi-tier server systems, cloud computing, mobile digital platform and wireless technologies, and public key encryption, among many others. From the literature on ethics and society, we use important concepts such as intellectual property, privacy, information rights and rights management, governance, public health, and welfare. From the literature on business, we use concepts such as business process design, return on investment, strategic advantage, industry competitive environment, oligopoly, and monopoly. One of the witticisms that emerged from the early years of e-commerce and that still seems apt is the notion that e-commerce changes everything except the rules of business. Businesses still need to make a profit in order to survive in the long term.
Real-World Business Firm Focus From Akamai Technologies, to Google, Microsoft, Apple, and Amazon, to Facehook, Twitter, and Myspace, to Licmiclation.com and VWSupplyGroutacom, this hook contains well over 100 real-company examples that place coverage in the context of actual dorcom businesses. You'll find these examples in each chapter, as well as in special features such as chapter-opening and chapterclosing cases, and "Insight on" boxes.
We devote an entire chapter to an e-commerce. In writing this chapter, we developed a unique examination of and easily understood classification schema to help students understand this complex arena of e-commerce. This chapter covers four types of Net marketplaces (J-distributors, e-procurement companies, exchanges, and industry consortia ) as well as the development of private industrial networks and collaborative commerce.
In-depth Coverage of B2B E-commerce
13211
Current and Future Technology Coverage Internet and related inliirmation technolo-
gies continue to change rapidly. The most important changes for eacommerce include
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dramatic price reductions in e-commerce infrastructure (making it much less expensive to develop sophisticated Web sites), the explosive growth in the mobile digital platform such as iPhones and netbooks, and expansion in the development of social technologies. What was once a shortage of telecommunications capacity has now turned into a surplus, PC prices have continued to fall, new client-side devices have emerged, Internet high-speed broadband connections are now typical and are continuing to show double-digit growth, and wireless technologies such as Wi-Pi and cellular broadband are playing a larger role in mobile Internet access. While we thoroughly discuss the current Internet environment, we devote considerable attention to describing Web 2.0 and Internet II technologies and applications such as the advanced network infrastructure, fiber optics, wireless Web and IC and 4G technologies, Wi-Fi, II' multicasting, and future guaranteed service levels. This text is well grounded in the e-commerce research literature. We have sought to include, where appropriate, references and analysis of the latest c-commerce research findings, as well as mane classic articles, in all of our chapters. We have drawn especially on the disciplines of economics, marketing, and information systems and technologies, as well its law journals and broader social science research journals including sociology and psychology.
Up-to-Date Coverage of the Research Literature Special Attention to the Social and Legal Aspects of E-commerce we have paid special attention throughout the hook to the social and legal context of e-commerce. Chapter 8 is devoted to a thorough exploration of four ethical dimensions of e-commerce: information privacy, intellectual property, governance, and protecting public welfare on the Internet. We have included an analysis of the latest Federal Trade Commission and other regulatory and nonprofit research reports, and their likely impact on the e-commerce environment.
The book is organized into four parts. Part 1, "Introduction to E-commerce," provides an introduction to the major themes of the hook. Chapter I defines c-commerce, distinguishes between e-commerce and e-business, and defines the different types of e-raimmerce. Chapter 2 introduces and defines the concepts of business model and revenue model, describes the major c-commerce business and revenue models for both 112C and 11214 firms, and introduces the basic business concepts required throughout the text tor understanding e-commerce firms including industry structure, value chains, and Man strategy. Part 2, "Technology Infrastructure for E-commerce," focuses on the technology infrastructure that forms the foundation for all e-commerce. Chapter 11 traces the historical development of Internet Ithe first Internetand thoroughly describes how today's Internet works. A major focus of this chapter is Web 2.0 applications, and the emerging Internet 11 that is now under development and will shape the future of e-commerce. Chapter 4 builds on the Internet chapter by focusing on the steps man-
Preface
ix
alters need to follow in order to build a commercial Web site. This c-commerce infrastructure chapter covers the systems analysis and design process that should be foll o wed in building an e-commerce Web site; the major decisions surrounding the decision to outsource site development and/or hosting; and how to choose software, hardware, and other tools that can improve Web site performance. Chapter 5 focuses on Internet security and payments, building on the e-commerce infrastructure discussion of the previous chapter by describing the ways security can be provided over the Internet. This chapter defines digital information security, describes the major threats to security, and then discusses both the technology and policy solutions available to business managers seeking to secure their Firm's sites. This chapter concludes with a section on Internet payment systems. We identify the stakeholders in payment systems , the dimensions to consider in creating payment systems, and the various types of online payment systems (credit cards, stored value payment systems such as digital wallets such as GOOl41(l Checkout and others). Part 3, "Business Concepts and Social Issues," focuses directly on the business concepts and social-legal issues that surround the development of e-commerce. Chapter 0 tmuscs till e-commerce consumer behavior, the Internet audience, and introduces the student to the basics of online marketing and branding, including online marketing technologies and marketing strategies. Chapter 7 is devoted to online marketing communications, such as online advertising, e-mail marketing, and search-engine marketing. Chapter 8 provides a thorough introduction to the social and legal environment of c-commerce. Here, you will find a description of the ethical and legal dimensions of (l-L0111111elVe, including a thorough discussion of the latest developments in personal information privacy, intellectual property, Internet governance, jurisdiction, and public health and welfare issues such as pornography, gambling, and health information. Part 4, "E-commerce in Action," fiicuses on real-world e-commerce experiences in retail and servi( CS, online media, auctions, portals, and social networks, and business-to-business e-commerce. These chapters take a sector approach rather than a conceptual approach as used in the earlier chapters. E-commerce is different in each of these sectors. Chapter ft takes a close look at the experience of firms in the retail marketplace tbr both goods and services. Chapter ft also includes an "E-L0111111(!l - f. Action" case that provides a detailed analysis of the business strategies and financial operating results of Amazon. Additional E-commerce in Action cases will be available online at the authors' Web site for the text, 10 explores the world of
www.azinnith-interactivc.concecommerce6c. Chapter
online content and digital media, and examines the enormous changes in online publishing and entertainment industries that have occurred over the last two years. Chapter II explores the online world of social networks, auctions, and portals. Chapter 1 2 explores the world of 028 eacornmerce, describing both electronic Net marketplaces and the less-heralded, but very large arena of private industrial networks and the movement toward collaborative commerce.
Preface
CHAPTER OUTLINE
Each chapter contains a number as interesting.
Learning Objectives A I ist of learning objectives that highlights the key concepts in the
chapter guides student study.
Chapter-Opening Cases Each chapter opens with rit story about a leading c-commeo
company that relates the key objectives of the chapter to a real-life mcommerce business venture.
Prelate
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issiGwr ON 0
SOCIAL NETWORK MARKETING: NEW INFLUENCERS AMONG THE CHATTERING MASSES
contains three real-world short cases illustrating the themes of technology, business, a nd society. These cases create an integrated framework and coverage throughout the book for describing and analyzing the full breadth of the field of e-commerce. The cases probe such issues as the ability of governments to regulate Internet content, how to design Web sites for accessibility, the challenges faced by luxury marketers in online marketing, and the potential anti-competitiveness of Net marketplaces.
Margin Glossary Through-
out the text, key terms and their definitions appear in the text margin where they are firstintroduced.
1.,
yn
Real-Company
Examples
Drawn from actual e-commerce ventures, well Over 100 pertinent examples are used throughout the text to illustrate concepts.
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Chapter-C losing Case Studies Each chapter concludes tvith a robust case study based on a real-world organization. These cases help students synthesize chapter concepts and apply this knowledge to concrete problems and scenarios such as evaluating the ethics and legality of advertising SpyWale, the 'marketing plans of Liquidation.com , and the business model behind Siemens' Click2procure 132I't marketplace. Chapter-Ending Pedagogy Each chapter con iIts enclokthapter materials designed to reinforce the learning objectives of the chapter. Key Concepts Keyed to the learning objectives, Rey Concepts present the key points of the chapter to aid student study. Review Questions Thought-provoking questions prompt students to demonstrate their comprehension and apply chapter concepts to management problem solving. Projects At the end of each chapter are a number of projects that encourage students to apply chapter concepts and to use higher level evaluation skills. Many make use of the Internet and require students to present their findings in an oral presentation or written report. For instance, students are asked to evaluate publicly available information about a company's financials at the SEC Web site, assess payment system options for companies across international boundaries, or search for the top ten cookies on their own computer and the sites they are from, Web Resources A section at the end of the chapter directs students to Web resources available at www.azimuthanteractive.com ecommercehe that can extend their knowledge of each chapter with projects and exercises and additional content. The Web site contains the following content provided by the authors: E-commerce in Action cases analyze the business strategies and financial operating results public e-commerce companies. For each company, we identify the vision of the company, analyze its financial performance, review its
Preface
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current strategy, and assess the near-term future prospects !Or the firm. These, cases are ideal real-world instructional guides fbr students interested in understanding the financial foundation of e-commerc.e firms, their strategic visions and customer value propositions, and their changing strategic objectives. They can also he used as projects where students update the case materials using the most current financial and business news, or provide additional analysis.
SUPPORT PACKAGE
The following supplementary materials a re available to qualified instructors through the Online Instructor Resource Center. Contact your Prentice 1lall sales representative for- intairmation about how to access them. Instructor's Manual with solutions This comprehensive manual pulls together a wide variety of teaching tools so that instructors can Use the text easily and effectively. Lach chapter contains an overview of key topics, a recap of the key learning objectives, lecture tips, discussion of the chapter-ending case, and answers to the Case Study Questions, Review Questions, and Student Projects. Test Bank For quick test preparation, the author-created Test Bank contains multiple-choice, true 'false, and short-essay questions that focus both on content and the development of critical 'creative thinking about the issues evoked by the chapter. The Test Bank is available in Microsoft Word and TristGen format. The TestGen is also available in WelaCT and BlackBoard-ready format. TestGen allows instructors to view, edit, and add questions. PowerPoint lecture presentation slides These slides illustrate key points, tables, and figures from the text in lecture-note format. The slides can he easily converted to transparencies or viewed electronically in the classroom.
ACKNOWLEDGMENTS
Pearson Education sought the advice of many excellent reviewers, all of whom strongly influenced the organization and substance of this book. The following individuals provided extremely useful evaluations of this and previous editions of the text:
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Carrie Andersen, Madison Area Technical College Dr. Shirley A. Becker, Northern Arizona University Prasad Bingi, Indiana-Purdue University, Fort Wayne Christine Barnes, Lakeland Community College Cliff Butler, North Seattle Community College Joanna Broder, University of Arizona James Buchan, College of the Ozarks Ashley Bush, Florida State University Andrew Ciganek, Jacksonville State University Daniel Connolly, University of Denver "Ibm Critzer, Miami University Dursan Delen, Oklahoma State University Abhijit Deshmukh, University of Massachusetts Brian L. Dos Santos, University of Louisville Robert Drevs, University of Notre Dame Akram El-Tannir, I lariri Canadian University, Lebanon Kimberly Furumo, University of I LI iaii at Hilo John H. Gerdes, University of California, Riverside Philip Gordon, University of California at Berkeley Allan Greenberg, Brooklyn College Peter Haried, University of Wisconsin-Milwaukee Sherri Harms, University of Nebraska at Kearney Sharon Heckel, St. Charles Community College David Hite, Virgina Intermont College Ellen Kraft, Georgian Court University
Gilliean Lee, Lander t lniversity Zoonkv Lee, University of Nebraska, Lincoln Andre Lemaylleux, Boston University, Brussels Haim Levkowitz, University of Massachusetts, Lowell Yair Levy, Nova Southeastern University Richard Lucic, Duke University John Mendonca, Purdue University Dr. Abdulrahman Mirza, DePaul University Kent Palmer, MatiMurrav College Karen Palumbo, University of St. Francis Wayne Pauli, Dakota State University Jamie Pinchot, Theil College Barry Quinn, University of Ulster, Northern Ireland Jay Rhee, San Jose State University Jorge Romero, Thwson University John Sagi, Anne Arundel Coninutnitv College Patricia Sendai', Merrimack College Dr. Carlos Serrao, ISCTE DOE], Portugal Neerja Sethi, Nanyang Business School, Singapore Amber Settle, DePaul (Ti Vivek Shah, Texas State University-San
Marcos Seung Jae Shin, Mississippi State University Sunlit Sircar, University of 'exits at
Arlington Hongjun Song, University of Memphis Pamela Specht, University of Nebraska at Omaha Esther Swaney, Kansas State University
Tony Townsend, Iowa State University
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Bill Troy, I Iniversity of New Hampshire Susan VandeVen, Southern Polytechnic State University I Iiep Van Dong, Madison Area technical College Mary Vitrano, Palm Beach Community College Andrea \Vachtet, Point Park University Catherine Wallace, Massey University, NeW Zealand Riau Wang, Bost o n University Hariv Washington, Lincoln University Rolf Wigand, University of Arkansas at Little Rock Erin Wilkinson, Johnson is \Vales University Alice Wilson, Cedar Crest College
Dezhi Wu, Southern Utah University Gene \Jelin, SONY Institute of Iitchnologv David Zolzer, Northwestern State University
5e Reviewers:
Andrew P. Ciganek, Jacksonville State University tarry J. Foxwell, George Mason University Jason Little, Franklin Pierce University Matthew If. Sauber, Eastern Michigan University Daniel C. Wood, Arizona State Unw ersity Kaimei Zheng, University of Massachusetts, Amherst
We would like to thank eMarketer, Inc. and David iankelevich for their permission to include data and liguICS front their research reports in our text. eMarketer is one of the leading independent sources for statistics, trend data, and original analysis covering many topics related to the Internet, e-business, and emerging technologies. eMarketer aggregates c-business data from multiple sources worldwide. In addition, we would like to thank all those at Prentice I fall who have worked so hard to make sure that this hook is the very best that it can be. We want to thank Poll Horan, Executive Editor of the Prentice flail MIS list and Kelly Loftus, Assistant Lditor for their editorial support; Judy Leale and Karalyn Holland tor overseeing production of this project; and Steve Frini thr the outstanding cover design. Very special thanks to Megan Miller and Will Anderson at Azimuth Interactive, Inc., and Ann Cohen, tor all their hard work on the production of, and supplements for, this hook. A special thanks also Susan Hartman, Executive Editor tor the first and second editions and to flank Ruggirello, Publisher at Addison-Wesley when we began this project, and now Publisher at Benjamin-Cummings. Finally, last but not least, we would like to thank our family and friends, without whose support this hook would not have been possible.
K(nIn(flit C. Lifit(107/
(.010/ GIICIC10
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Brief Contents
roduction to E-commerce
1 2
THE REVOLUTION IS JUST BEGINNING 2
62
PART
3
202
262
424
490
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erce in Action
9 10 11 12
ONLINE RETAILING AND SERVICES 570
648
716
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Contents
oduction to E-commerce
1
THE REVOLUTION IS JUST BEGINNING
Learning Objectives
2
3
it
Social Iechnologv: User Content Generation and Social Networking 20 'types of E-commerce Business-to-Consumer (B2C) E-commerce Business-to-Business (0213) L-commerce Consumer-to-Consumer (C2C) Ei-commerce Peerko-Peer (P21') [-commerce Mobile Commerce (M-cornmerce) Growth of the Internet and the Web 22 21 21
17
20 20
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Insight on Technology: Spider Webs, Bow Ties, Scale-Free Networks, and the Deep Web 26
Potential Limitations on the Growth of B2C E-commerce 28
1.2
30
:30 34
35
38
40
43
46
1.4 Case Study: Internet Piracy: The Pirate Bay 1.5 Review 57
Key Concepts Questions Projects 61 61 60 57
51
62
Learning Objectives
62
63 66
66
Cont en ts
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73
74
Insight on Business: Online Grocers: Finding and Executing the Right Model 75 2.2
78
87
110
n'7
28
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90 91
Industry Consortia
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93
2.5 1 low the Internet and the Web Change Business: Strategy), Structure, 99 and Process
Industry St ructure Industry Value Chains Finn Value Chains Firm Value Webs Business Stnit(-7y 104 105 1(10 103
2.6 Case Study: Pricelinc.com and the Search for a Business Model that It 109 113 2.7 Review 113 kcy Lout opts
Questions Projects 113 110 117
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Wikitude.me
121 124
125 12(3
transmission Control Protocol 'Internet Protocol (TCP II' Addresses 131 133
Insight on Business: P2P Dukes It Out with Streaming Video The New Client: The Emerging Mobile PlatfOrm
Service 139 141 138
136
Internet Protocols: HTTP, E-mail Protocols, FTP, Telnet, and SSL. Utility Programs: Ping, Tracert, and Pathping 142
141
3.2
143
145 146 146
Campus Area Networks (CANS) Internet Service Providers Intranets and Extrancts Who Governs the Internet .? 118 ISO 150
752
/ 55
The Larger Internet II Technology Environment: The First Mile and the Last Mile 157 153
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The List Mile: Mobile Wireless Internet Access Benefits of Internet II Technologies 11' Multicasting Latency Solutions 166 168 166
159
Guaranteed Service Levels and Lower Error Rates Declining Costs 168
168
3.4
169
Standardized Generalized Markup Lan g uage (SGMLl lyperil'ext Markup Language (11TML) Extensible Markup Language (XML) Web Servers and Clients Web Browsers 176 175 172 172
172
177
Intelligent Agents (Hots) Online Forums and Chat Streaming Media Cookies 183 182
183
184
NCW M usic and Video Services Internet Telephony Internet Television 186 187
185
188 188
Online Software and Web Services: Web Apps, Widgets and Gadgets M-commerce Applications: The Next Big Thing 189
190
Case Study: A kamai Technologies: The Web's Invisible Accelerator 192 196
196 200 200 201 Key Concepts Questions Projects
3.7 Review
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Systems Analysis/ Planning: Identify Business Objectives, System Functionality, and Information Requirements 208 System Design: Hardware and Software Platforms Building the System: In-House versus Outsourcing Build Your Own versus Outsourcing Host Your Own versus Outsourcing 210 211 210 210
Insight on Business: Curly Hair and MotorMouths: Getting Started on the Cheap 275 Testing the System 217 217 218 Implementation and Maintenance Web Site Budgets 219
220
220 222 222 224 226
Simple versus Multi-tiered Web Site Architecture Site Management Tools Application Servers 226
[-commerce Merchant Server Software Functionality Online Catalog 227 Shopping Carts 227 228 Credit-Card Processing
Merchant Server Software Packages (E-commerce Suites) Choosing an [-commerce Suite 228
228
Building Your Own [-commerce Site: Web Services and Open Source Options 230
231
2:32 2:13
Right-Sizing Your Hardware Platform: The Demand Side Right-Sizing Your Hardware Platlibrim . 1he Supply Side
238
2:39
Web Site Design: Basic Business Considerations Tools for Web Site Optimization 240 Tools for Interactivity and Active Content 2.32
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Blind tor Your Blom Web 2.0 Design Elements CCil (Common Gateway Interface) Active Server Pages (ASP) ActiveX and VBScript
244
242
243 243
243
Insight on Technology: Pumping Up the Customer Experience Using AJAX and Flash 245
257
761
262
Learning Objectives
Cyberwar Becomes a Reality
262
263
265
265 Underground Economy Marketplace: The Value of Stolen 268 IntOrmation 260 What Is Good [-commerce Security? 270 Dimensions of P.-commerce Security The 'elision Between Security and Other Values Ease of I Ise 5.2 272 777
273
271
Malicious Code
Untvanted Programs Phishing and Identity Theft Ilacking and Cybervanchilism 281 Credit Card Fraud , Thell
Spoofing ( ['harming), Spam (Junk) Web Sites, and Splogs Sniffing 2114 235
Denial of Service (DoS) and Distributed Denial or service (dDoS) Attacks Insider Attacks
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Technology Solutions
Encryption 286
286
286
287
Public Key Encryption Using Digital Signatures and Hash Digests Digital Envelopes 292 292
489
Digital Certificates and Public Key Infrastructure (PKI) Limitations to Encryption Solutions Securing Channels of Communication Secure Sockets Laver (SSL) 295 295 295
296
298
300
302
305
Payment Systems
Cash 31)9
309
Accumulating Balance
5.6
313
314 315 316
Limitations of Online Credit Card Payment Systems Digital Wallets Digital Cash 316 317 :117 319
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:119
5.7
321
321 322
326
5.9
Reuiew
331
340
Learning Objectives
340
341
6.1 Consumers Online: The Internet Audience and Consumer 344 Behavior
[he inter - net Audience 341 345 Internet 'traffic: Patterns: The Online Consumer Profile Intensity and Scope of Usage Demographics and Access 3/5 :145 347
Type of Internet Connection: Broadband Impacts Corr Intinity Effects: Social Contagion Lifestyle 340 350
and
Sociological Impacts
Media Choices and Multitasking : The Internet versus Other Media Channels 350 350 35 3 354 355
Consumer Behavior Models Profiles of Online Consuniers The Online Purchasing Decision
3130 3(ie
Intentional Acts: I low Shoppers Find Vendors Online Why More People Don't Shop Online 361
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362
3144 366
Products, Brands, and the Branding Process Segmenting, Targeting, and Positioning Are Brands Rationab' Do Brands Last Forever? 367
Can Brands Survive the Internet .: Brands and Price Dispersion on the Internet 369
6.3
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378
Insight on Technology: The Long Tail: Big Hits and Big Misses
Customer Relationship Management (CRM) Systems
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384
386
.388
:1-16
Insight on Business: Social Network Marketing: New Influencers Among the Chattering Masses 397
Marketing Based on the Wisdom of Crowds Leveraging Brands 401 401
Customer Retention: Strengthening the Customer Relationship Personalization and One-to-One Marketing Customization and Customer Co-Production iransactive Content Customer Service Net Pricing Strategies
f ree and freemium
401 403
Versioning Bundling
Dynainic Pricing
Contents
xxix
412
413
Review
Rev Concepts Questions Projects
418
418 421 427 422
NEE
7.1
424
Learning Objectives
424
425
429
431
Display Ads: Banners and Pop-Ups Rich Media Video Ads 432 434
Search Engine Advertising: Paid Search Engine Inclusion and Placement Sponsorships 412 442
435
Referrals (Affiliate Relationship Marketing) [-mail Marketing and the Spam Explosion Online Catalogs 447 443
Social Marketing: Rings, Social Networks and Eames log Advertising 442 450
49
451
Insight on Society: Marketing to Children of the Web in the Age of Social 452 Networks
Mixing Offline and Online Marketing Communications 457
7.2 Understanding the Costs and Benefits of Online Marketing 458 Communications
Insight on Business: Are the Very Rich Different from You and Me?
Online Marketing Metrics: Lexicon 492 49. 6 How Well Does Online Advertising Work? The Costs of Online Advertising 498 470
459
470
Insight on Technology: Its 10 PM. Do You Know Who Is On Your Web 473 Site?
xxx
Co n tent s
470
7.4 Case Study: AdwareSpyware, Ad Bombs, Ambush Marketing, and Customer Hijacking: Invasive Marketing Techniques Grow on the Web 480 7.5 Review Key Concepts Questions Projects 187 488 489
490
485 485
Learning Objectives
100
497
8.1
itt
Understanding Ethical, Social, and Political Issues E-commerce 494 405 407
Basic Ethical Concepts: Responsibility, Accountability, and Liability Analyzing Ethical Dilemmas 409 Candidate Ethical Principles 500 8.2 Privacy and information Rights Information Collected at E-commerce Sites Social Networks and Privacy 504 Profiling and Behavioral Targeting 501 .502
50.5 The Internet and Government invasions of I'ti vat E-commerce Surveillance 500 Legal Protections 510 Intbrmed Consent .512 513 51(i The FTC's Fair Information Practices Principles 'The European Directive on Data Protection Private Industry Selt-Regulation Privacy Advocacy Groups Technological Solutions 518 3111
519 524
510
Insight on Business: Chief Privacy Officers Insight on Technology: The Privacy Tug of War
528 Copyright: The Problem of Perfect Copies and Encryption Look and Feel 520 Fair Use Doctrine 530 .531 533 The Digital Millennium Copyright Act of 1098 Patents: Business Methods and Processes
528
Contents
G-o n n
Patents 537
534 537
Patent Reform
Tradernarks: Online Infringement and Dilution "Fradenorks and the Internet Cybersquatting Cyberpiracy Meta tag-gi ng Kevrvording Linking Framing
8.4 Governance
Who
538
Challenge: Balancing the Protection of Property with Other Values Governs F.-commerce and the Internet? Can the Internet Be Controlled? Public Government and Law Taxation 548 550
551
546
546
548
Net Neutrality
551 Protecting Children Cigarettes, Gambling, and Drugs: Is the Web Really Borderless?
Insight on Society: The Internet Drug Bazaar 554
8.6 Case Study: The Google Book Settlement: Is it Fair? 8.7 Review 562
553
558
562
567
fi
erce
in Action
Learning Objectives
570
577
575
578 Online Retailing Lwommerce Retail: The Vision The Online Retail Sector Today
xxxii
Contents
Multi-channel Integration
582
583
9.3 E commerce in
-
Action: E tailing
586
Business Models
586
Virtual Merchants
587
595
599
601
603
605
605 608
Multi-channel vs. Pure Online Financial Services Firms Financial Portals and Account Aggregators Online Mortgage and Lending Services Online Insurance Services Online Real Estate Services 61:1 613 612 611
610
9.6
618
618
Insight on Society: Turf WarsAntitrust and the Online Real Estate Market
The Online "Fravel Market 622
619
623
626 627
9. 7
628
629
Its Just Information: The Ideal Web Business:' Recruitment Market Segments 631
Online Recruitment Industry Dynamics: Consolidation, DiversitIcat Localization, and Job Search Engines 632
9.8 Case Study: Open Table: Your Reservation Is Waiting 9.9 Review
Key Concepts
634
638
638
Contents
xxxiii
(Zwstions
Projects
645
10)1
647
Learning Objectives
0411
649
6.53
Content Audience and Market: Where Are the Eyeballs and the Money?
Media I itilization 653
Internet and Traditional Media: Cannibalization Versus Complementaritv Media Revenues 655 656
Two Models of the Digital Content Delivery: Paid and User-Generated (301 -new 657
Free or Fee: Attitudes About Paving for Content and the Tolerance lift Advertising 660 660 661
Media Convergence: Technology, Content, and Industry Structure Thchnological Convergence Content Convergence Industry Convergence 661 663 664 666 667 1161
Online Content Revenue Models and Business Processes Making a Profit with Online Content: From Free to Fee Key Challenges Facing Content Producers and Owners lichnology Cost 068 669 667
669
6'70
Insight on Business.- ORM: Who Owns Your Files? Audience Size and Growth
Newspaper Business Models
COnv(gence
671
675 1176
678 080
(:hallenges: Disruptive Technologies Books: The Evolution or C-books k-books 6II2 684 680
Content: Advantages and Disadvantages of C-hooks II-book Industry Revenue Models 646
680
xxxiv
Contents
Convergence
(18/1
691
693
(103
Online Entertainment Audience Size and Growth Online Traditional Entertainment rift')
(105
600
702
Case Study: Google and YonTnbe Together: Pass the Popcorn While
704 709
709
11
716
717
719
Dithinince Between Social Networks and Portals The Growth of Social Networks and Online Communities 'Brining Social Networks Into Businesses 723
721 721
iPopes of Social Networks and Their Business Models Social Network Features and Technologies The Future of Social Networks 723 725
723
726
727
7'0
Risks and Costs ofAuctions (Or Consumers and Businesses Market-Maker Benefits: Ancthms as an L-commerce Business Model Types and Examples of Auctions interne( Auction Basics Types of Auctions 730 741 734 734 7:34
Contents
xxxv
743 Seller and Consumer Behavior at Auctions Seller Prolits: Arrival Rate, Auction Length, and Number of Units Auction Prices: Are They the Lowest? Consumer Trust in Auctions 745 745
746
743
713
Insight on Society: Swoopo: Online Auction or Game of Chance? Me tooirth and Evolution of Portals
750 750
751 758
756
761
767
12
768
Learning Objectives
768
769 772
Defining (Ind Measuring the Growth of 02B Commerce 773 The Evolution of B2B Commerce The (irowth of B20 E-cornmerce 2009-2013
Industry
77 3
775
Forecasts
The Procurement Process and the Supply Chain The Role of Existing Legacy Computer Systems Supply Chain Simplification 781 781 781
Trends in Supply Chain Management and Collaborative Commerce Electronic Data Interchange (EDI) Supply Chain Management Systems Collaborative Commerce 785
Insight on Technology: RF1D Autoidentification: Making Your Supply Chain Visible 786 1n166 Types of Internet-based 132B Commerce 12.2 Net Marketplaces 789
780 700
xxxvi
Contents
Types of Net Marketplaces [-distributors E-procurement Exchanges 794 796 792 70:1
700
Industry Consortia
799
800
801
802 004
805
12.4 Case Study: Elemica: Cooperation, Collaboration, and Community 811 12.5 Review 816 Key Concepts 816
Questions Projects 820 821 822
References
R 1
-
Index Credits
1-1 C-1