E-commerce: Business. Technology. Society. (17th Edition)

Front Cover
IFC Page
Title Page
Copyright Page
DEI Page
Brief Contents
Contents
Part 1 Introduction to E-commerce
	1 The Revolution is Just Beginning
		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: Y Combinator’s Startup Boot Camp
			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
	2 E-commerce Business Models and Concepts
		Learning Objectives
		Connected Cars: The Next Big E-commerce Platform?
		2.1 E-commerce Business Models
			Introduction
			Eight Key Elements of a Business Model
			Insight on Society: Foursquare’s Evolving Business Model: Leveraging Your Location
			Raising Capital
			Insight on Business: Startups Turn to Crowdfunding
			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
	3 E-commerce Infrastructure: The Internet, The Web, and The Mobile Platform
		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 Review
			Key Concepts
			Questions
			Projects
			References
	4 Building an E-commerce Presence: Websites, Mobile Sites, and Apps
		Learning Objectives
		Walmart’s Omnichannel Strategy: From Supercenter to Super App
		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: Wix Makes Creating Websites Easy
			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: Duolingo’s Mobile App Powers Language Learning
		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: Dick’s Sporting Goods: Pivoting Pays Off
		4.9 Review
			Key Concepts
			Questions
			Projects
			References
	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 Everywhere
			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: Race Against Time: The Scramble to Fix the Log4Shell Vulnerability
			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 Case Study: Mobile Payments: Fintech Versus the Bank Giants
		5.8 Review
			Key Concepts
			Questions
			Projects
			References
Part 3 Business Concepts and Social Issues
	6 E-commerce Marketing and Advertising Concepts
		Learning Objectives
		Video Ads: Shoot, Click, Buy
		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
	7 Social, Mobile, and Local Marketing
		Learning Objectives
		#Marketing: #BookTok, #WeddingTok, and #CrumblReviews
		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 Sprout Social
			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
			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 a Brand with Social Marketing
		7.7 Review
			Key Concepts
			Questions
			Projects
			References
	8 Ethical, Social, and Political Issues in E-commerce
		Learning Objectives
		The Right to be Forgotten: Europe Leads the United States 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
			Insight on Business: Section 230: Should the Law That “Created” Today’s Internet Be Repealed or Revised?
			Net Neutrality
			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: Are Big Tech Firms Getting “Too Big\"?
		8.8 Review
			Key Concepts
			Questions
			Projects
			References
Part 4 E-commerce in Action
	9 Online Retail and Services
		Learning Objectives
		Lemonade: Stirring Up the Insurance Industry
		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: Stitch Fix Builds a Business on Big Data and Artificial  Intelligence
		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
			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
			Insight on Society: Phony Reviews
		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: Food on Demand: Instacart and Grubhub
		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: Blue Nile Sparkles for Your Cleopatra
		9.11 Review
			Key Concepts
			Questions
			Projects
			References
	10 Online Content and Media
		Learning Objectives
		Streaming Wars: Who Will Win?
		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: Vox: Native Digital News
			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
	11 Social Networks, Auctions, and Portals
		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
	12 B2B E-commerce: Supply Chain Management and Collaborative Commerce
		Learning Objectives
		Amazon Business: Amazon Takes on B2B
		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
			Collaborative Commerce
			Insight on Technology: Blockchain Takes on the Diamond Supply Chain
			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
			Implementation Barriers
			Insight on Business: Walmart’s Private B2B Network Supports Omnichannel Growth
		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