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[Chaffey, Dave] Digital business and E-commerce 2nd book

Document Outline

  • Cover
  • Cover2
  • Half Title Page
  • Title Page
  • Copyright Page
  • Brief contents
  • Contents
  • Preface
  • Guided tour
  • About the author
  • Acknowledgements
  • Part 1: Introduction
    • 1. Introduction to digital business and e-commerce
      • Learning outcomes
      • Management issues
      • Links to other chapters
      • Introduction
      • The impact of electronic communications on traditional businesses
        • Inbound marketing
        • Social media marketing
          • Trends update: Social media usage
        • Mobile commerce
        • Case Study 1.1: The Facebook business model
          • Trends update: Mobile usage
      • What is the difference between digital business and e-commerce?
        • E-commerce defined
          • Trends update: E-commerce growth rates
        • Digital business defined
        • Intranets and extranets
        • Different types of sell-side e-commerce
          • Digital marketing
          • Trends update: Social network usage
        • Options for companies to reach their audience online
          • Owned, earned and paid media options
          • The six key types of digital media channels
          • Web 2.0 and user-generated content
          • Supply chain management
        • Business or consumer models of e-commerce transactions
          • E-government defined
      • Digital business opportunities
        • Drivers of digital technology adoption
          • Cost/efficiency drivers
          • Competitiveness drivers
      • Risks and barriers to digital business adoption
        • Evaluating an organisation’s digital business capabilities
        • Drivers of consumer technology adoption
      • Barriers to consumer Internet adoption
      • Case Study 1.2: eBay – the world’s largest online business?
      • Summary
      • Exercises
      • References
      • Web links
    • 2. Marketplace analysis for e-commerce
      • Learning outcomes
      • Management issues
      • Links to other chapters
      • Introduction
        • Business and revenue models for e-commerce
      • Online marketplace analysis
        • Strategic agility
        • A process for online marketplace analysis
      • Location of trading in the marketplace
        • Review of marketplace channel structures
        • Location of trading in the marketplace
        • The importance of multichannelmarket place models
        • Commercial arrangement for transactions
        • Different types of online intermediary and influencers
        • Summary of the types of intermediary
        • The importance of search engines
      • Business models for e-commerce
        • Revenue models
        • Online publisher and intermediary revenue models
          • Calculating revenue for an online business
      • Focus on: Online start-up companies
        • Assessing online businesses
        • Valuing Internet start-ups
          • 1. Concept
          • 2. Innovation
          • 3. Execution
          • 4. Traffic
          • 5. Financing
          • 6. Profile
          • Examples of e-commerce failures
        • Case Study 2.1: i-to-i – a global marketplace for a start-up company
        • Why dot-coms failed
      • Summary
      • Exercises
      • References
      • Web links
    • 3. Managing digital business infrastructure
      • Learning outcomes
      • Management issues
      • Links to other chapters
      • Introduction
        • Supporting the growing range of digital business technology platforms
          • Desktop, laptop and notebook platforms
          • Mobile phone and tablet platforms
          • Trends update: Mobile usage
        • Other hardware platforms
        • Augmented reality
      • Digital business infrastructure components
      • A short introduction to Internet technology
      • Management issues in creating a new customer-facing digital service
        • Domain name selection
        • Uniform resource locators (URLs)
        • Domain name registration
        • Managing hardware and systems software infrastructure
          • Layer II – Systems software
        • Managing digital business applications infrastructure
      • Focus on: Web services, SaaS, cloud computing and service-oriented architecture (SOA)
        • Benefits of web services or SaaS
          • Application programming interfaces (APIs)
        • Challenges of deploying SaaS
        • Cloud computing
          • Examples of cloud computing web services
          • Virtualisation
          • Service-oriented architecture (SOA)
        • Selecting hosting providers
        • Managing service quality when selecting Internet service and cloud hosting providers
        • ISP connection methods
          • Issues in management of ISP and hosting relationships
          • Speed of access
          • Availability
          • Service level agreements
          • Security
      • Managing internal digital communications through intranets and extranets
        • Intranet applications
        • Extranet applications
        • Encouraging use of intranets and extranets
        • IPTV (Internet TV)
        • Voice over IP (VoIP)
        • Widgets
      • Web presentation and data exchange standards
        • Examples of XML applications
        • Semantic web standards
        • Microformats
      • Focus on: Internet governance
        • The net neutrality principle
        • The Internet Corporation for Assigned Names and Numbers (ICANN, www.icann.org)
        • The Internet Society (www.isoc.org)
        • The Internet Engineering Task Force (IETF, www.ietf.org)
        • The World Wide Web Consortium (www.w3.org)
        • Telecommunications Information Networking Architecture Consortium (TINA-C, www.tinac.com/)
        • How can companies influence or take control of Internet standards?
        • Open-source software
        • Case Study 3.1: Innovation at Google
      • Summary
      • Exercises
      • References
      • Web links
    • 4. E-environment
      • Learning outcomes
      • Management issues
      • Links to other chapters
      • Introduction
      • Social and legal factors
        • Factors governing e-commerce service adoption
          • Understanding users’ access requirements
          • Consumers influenced by using the online channel
          • Motivation for use of online services
          • Purchased online
          • Business demand for digital business services
          • B2B profiles
          • Adoption of digital business by businesses
        • Privacy and trust in e-commerce
          • Privacy legislation
          • Why personal data are valuable for digital businesses
          • Anti-spam legislation
          • Regulations on privacy and electronic communications
          • Worldwide regulations on privacy and electronic communications
        • Other e-commerce legislation
          • 1. Marketing your e-commerce business
          • 2. Forming an electronic contract (contract law and distance-selling law)
          • 3. Making and accepting payment
          • 4. Authenticating contracts concluded over the Internet
          • 5. Email risks
          • 6. Protecting intellectual property (IP)
          • 7. Advertising on the Internet
          • 8. Data protection
      • Environmental and green issues related to Internet usage
      • Taxation
        • Tax jurisdiction
        • Freedom-restrictive legislation
      • Economic and competitive factors
        • Case Study 4.1: The implications of globalisation for consumer attitudes
        • The implications of e-commerce for international B2B trading
      • Political factors
        • Internet governance
      • E-government
      • Technological innovation and technology assessment
        • Approaches to identifying emerging technology
      • Summary
      • Exercises
      • References
      • Web links
  • Part 2: Strategy and applications
    • 5. Digital business strategy
      • Learning outcomes
      • Management issues
      • Links to other chapters
      • Introduction
        • Development of the social business
      • What is digital business strategy?
        • The imperative for digital business strategy
        • Digital channel strategies
        • Strategy process models for digital business
      • Strategic analysis
        • Resource and process analysis
          • Stage models of digital business development
          • Application portfolio analysis
          • Organisational and IS SWOT analysis
          • Human and financial resources
        • Competitive environment analysis
          • Demand analysis
        • Assessing competitive threats
          • Competitive threats
          • Sell-side threats
          • Buy-side threats
        • Co-opetition
        • Competitor analysis
          • Resource‑ advantage mapping
      • Strategic objectives
        • Defining vision and mission
        • How can digital business create business value?
        • Case Study 5.1: Debenhams creates value through mobile commerce
        • Objective setting
          • The online revenue contribution
          • Conversion modelling for sell-side e-commerce
        • Case Study 5.2: Setting the Internet revenue contribution at Sandvik Steel
        • The balanced scorecard approach to objective setting
      • Strategy definition
        • Selection of digital business strategy options
        • Decision 1: Digital business channel priorities
          • The diversification of digital platforms
        • Decision 2: Market and product development strategies
        • Decision 3: Positioning and differentiation strategies
        • Decision 4: Business, service and revenue models
        • Decision 5: Marketplace restructuring
        • Decision 6: Supply chain management capabilities
        • Decision 7: Internal knowledge management capabilities
        • Decision 8: Organisational resourcing and capabilities
      • Strategy implementation
        • Failed digital business strategies
        • Digital business strategy implementation success factors for SMEs
        • Case Study 5.3: Boo hoo – learning from the largest European dot-com failure
      • Focus on: Aligning and impacting digital business strategies
        • Elements of IS strategy
        • Investment appraisal
          • Decisions about which business applications to invest in
          • The productivity paradox
      • Summary
      • Exercises
      • References
      • Web links
    • 6. Supply chain management
      • Learning outcomes
      • Management issues
      • Links to other chapters
      • Introduction
        • Problems of supply chain management
      • What is supply chain management?
        • Using technology to support supply chain management – an example
        • A simple model of a supply chain
        • Case Study 6.1: Shell Chemicals redefines its customers’ supply chains
        • What is logistics?
        • Push and pull supply chain models
      • Focus on: The value chain
        • Restructuring the internal value chain
        • The value stream
        • Value chain analysis
        • Value networks
        • Towards the virtual organisation
      • Options for restructuring the supply chain
      • Using digital business to restructure the supply chain
        • Technology options and standards for supply chain management
        • Adoption rates of digital business applications
          • Benefits of e-supply chain management
        • Case Study 6.2: Argos uses e-supply chain management to improve customer convenience
          • IS-supported upstream supply chain management
          • RFID and The Internet of Things
        • IS-supported downstream supply chain management
        • Outbound logistics management
        • IS infrastructure for supply chain management
      • Supply chain management implementation
        • Data standardisation and exchange
        • The supply chain management strategy process
      • Goal-setting and performance management for e-SCM
        • Managing partnerships
        • Managing global distribution
        • Case Study 6.3: RFID: keeping track starts its move to a faster track
      • Summary
      • Exercises
      • References
      • Web links
    • 7. E‑procurement
      • Learning outcomes
      • Management issues
      • Links to other chapters
      • Introduction
      • What is e‑procurement?
        • Understanding the procurement process
        • Types of procurement
        • Participants in different types of e-procurement
      • Drivers of e-procurement
        • Examples of the benefits of e-procurement
        • Case Study 7.1: Cambridge Consultants reduces costs through e-procurement
      • Focus on: Estimating e-procurement costs
        • The impact of cost savings on profitability
      • Barriers and risks of e-procurement adoption
      • Implementing e-procurement
        • Integrating company systems with supplier systems
      • Focus on: B2B marketplaces
        • Why did so many B2B marketplaces fail?
        • Reasons for limited adoption of e-market places
        • From neutral to private B2B exchanges
        • Case Study 7.2: Covisint – a typical history of a B2B marketplace?
        • Types of marketplace
      • The future of e‑procurement
      • Summary
      • Exercises
      • References
      • Web links
    • 8. Digital marketing
      • Learning outcomes
      • Management issues
      • Links to other chapters
      • Introduction
        • Chapter structure
      • What is digital marketing?
        • Marketing defined
        • Digital marketing defined
          • Inbound marketing
          • Content marketing
      • Digital marketing planning
        • Is a separate digital marketing plan required?
      • Situation analysis
        • Customer demand analysis
          • Qualitative customer research
        • Competitor analysis
        • Intermediary or influencer analysis
        • Internal marketing audit
      • Objective setting
        • Case Study 8.1: The evolution of easyJet’s online revenue contribution
      • Strategy
        • Market and product positioning
        • Target market strategies
          • Content strategy
      • Focus on: Characteristics of digital media communications
        • 1. Interactivity
        • 2. Intelligence
        • 3. Individualisation
        • 4. Integration
        • 5. Industry restructuring
        • 6. Independence of location
      • Tactics
        • Product
        • Case Study 8.2: Dell gets closer to its customers online
        • Price
        • Place
        • Promotion
        • People, process and physical evidence
      • Focus on: Online branding
        • Brand identity
        • The importance of brand online
      • Actions
      • Control
      • Summary
      • Exercises
      • References
      • Web links
    • 9. Customer relationship management
      • Learning outcomes
      • Management issues
      • Links to other chapters
      • Introduction
        • Marketing applications of CRM
      • What is e-CRM?
        • From e‑CRM to social CRM
        • Benefits of e‑CRM
          • Customer engagement strategy
        • Permission marketing
        • Customer profiling
      • Conversion marketing
      • The online buying process
        • Differences in buyer behaviour in target markets
        • Differences between B2C and B2B buyer behaviour
          • Influences on purchase
        • The net promoter score
      • Customer acquisition management
      • Focus on: Marketing communications for customer acquisition, including search engine marketing, online PR, online partnerships, interactive advertising, email marketing and social media marketing
        • The characteristics of interactive marketing communications
          • 1. From push to pull
          • 2. From monologue to dialogue
          • 3. From one‑to‑many to one‑to‑some and one‑to‑one
          • 4. From one‑to‑many to many‑to‑many communications
          • 5. From ‘lean-​back’to ‘lean-​forward’
          • 6. The medium changes the nature of standard marketing communications tools such as advertising
          • 7. Increase in communications intermediaries
          • 8. Integration remains important
        • Assessing marketing communications effectiveness
        • Online marketing communications
          • 1. Search engine marketing (SEM)
          • 2. Online PR
      • Focus on: Social media and social CRM strategy
        • 3. Online partnerships
        • 4. Interactive advertising
        • 5. Email marketing
        • Social media marketing
      • Customer retention management
        • Personalisation and mass customisation
          • Creating personalisation
          • Extranets
          • Opt‑in email
        • Techniques for managing customer activity and value
        • Lifetime-​value modelling
      • Focus on: Excelling in e‑commerce service quality
        • Improving online service quality
          • Tangibles
          • Reliability
          • Responsiveness
          • Assurance
          • Empathy
      • Customer extension
        • Advanced online segmentation and targeting techniques
          • Sense, Respond, Adjust – delivering relevant e‑communications through monitoring customer behaviour
          • Recency, Frequency, Monetary value (RFM) analysis
      • Technology solutions for CRM
        • Types of CRM applications
        • Integration with back-​office systems
        • The choice of single-​vendor solutions or a more fragmented choice
        • Data quality
        • Case Study 9.1: Tesco.com increases product range and uses triggered communications to support CRM
      • Summary
      • Exercises
      • References
      • Further reading
      • Web links
  • Part 3: Implementation
    • 10. Change management
      • Learning outcomes
      • Management issues
      • Links to other chapters
      • Introduction
      • The challenges of digital business transformation
        • The challenges of sell-sidee‑commerce implementation
      • Different types of change in business
        • Business process management
        • Discontinuous process change
        • Case Study 10.1: Process management: making complex business simpler
      • Planning change
        • The imperative for project governance?
        • The project plan and schedule for a digital business system
        • Prototyping
          • Agile software development
      • Human resource requirements
        • Staff retention
        • Outsourcing
      • Revising organisational structures
      • Approaches to managing change
        • Senior management involvement
        • Models for achieving change
        • Organisational culture
      • Focus on: Knowledge management
        • What is knowledge?
        • Objectives of knowledge management
        • Implementing knowledge management
        • Technologies for implementing knowledge management
        • Using collaborative approaches for knowledge management
        • Case Study 10.2: Using collaborative tools to support knowledge management at Janssen-Cilag Australia
      • Towards the social business
        • What is social business?
      • Risk management
      • Summary
      • Exercises
      • References
      • Web links
    • 11. Analysis and design
      • Learning outcomes
      • Management issues
      • Links to other chapters
      • Introduction
      • Analysis for digital technology projects
      • Process modelling
        • Process mapping
        • Task analysis and task decomposition
        • Process dependencies
        • Workflow management
          • Flow process charts
          • Effort duration analysis
          • Network diagrams
          • Event-drivenprocess chain (EPC) model
        • Validating a new process model
      • Data modelling
        • 1. Identify entities
        • 2. Identify attributes for entities
        • 3. Identify relationships between entities
        • Big Data and data warehouses
      • Design for digital technology projects
        • Architectural design of digital business systems
      • Focus on: User-centredsite design and customer experience management
        • Usability
        • Evaluating designs
        • Use-case analysis
          • Persona and scenario analysis
          • Stages in use-caseanalysis
        • Designing the information architecture
          • Card sorting
          • Blueprints
          • Wireframes
        • Customer orientation
        • Elements of site design
          • Site design and structure
          • Page design
          • Content design
        • Mobile design
          • Mobile site design option A. Simple mobile site
          • Mobile site design option B. Screen-scrape
          • Mobile site design option C. Responsive design
          • Mobile site design option D. HTML5
          • Mobile site design option E. Adaptive design
        • Web accessibility
        • Case Study 11.1: Providing an effective online experience for local markets
      • Focus on: Security design for digital business
        • Managing computer viruses
          • Types of virus
          • Protecting computer systems against viruses
        • Controlling information service usage
        • Monitoring of electronic communications
          • Employee monitoring legislation
        • Email management
          • 1. Minimising spam (unsolicited email)
          • 2. Minimising internal business email
          • 3. Minimising external business email
          • 4. Minimising personal email (friends and family)
        • Hacking
          • Protecting computer systems against hackers
        • Secure e‑commerce transactions
          • Principles of secure systems
        • Approaches to developing secure systems
          • Digital certificates
          • Digital signatures
          • The public-key infrastructure (PKI) and certificate authorities (CAs)
          • Virtual private networks
        • Current approaches to e‑commerce security
          • Secure Sockets Layer Protocol (SSL)
          • Certificate authorities (CAs)
        • Reassuring the customer
      • Summary
      • Exercises
      • References
      • Web links
    • 12. Digital business service implementation and optimisation
      • Learning outcomes
      • Management issues
      • Links to other chapters
      • Introduction
        • Optimisation of digital business services
      • Alternatives for acquiring digital business systems
        • Managing web content
          • Web application frameworks and application servers
          • Content management systems
          • Selecting e‑commerce servers
      • Testing
        • The testing process
        • Testing environments
      • Changeover
        • Database creation and data migration
        • Deployment planning
      • Content management and maintenance
        • Managing a content marketing strategy
        • Frequency and scope of content and site updating
        • Maintenance process and responsibilities
          • Process for routine content changes
          • Frequency of content updates
          • Process for major changes
          • Initiatives to keep content fresh
          • Managing content for a global site
      • Focus on: Web analytics: measuring and improving performance of digital business services
        • Principles of performance management and improvement
        • Stage 1: Creating a performance management system
        • Stage 2: Defining the performance metrics framework
          • 1. Channel promotion
          • 2. Channel buyer behaviour
          • 3. Channel satisfaction
          • 4. Channel outcomes

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