Managing e-commerce in business

Information and Communication Technology (ICT) is indispensable in the spheres of business, government, education and entertainment. It makes internet marketing, e-government, e-learning and online chat services possible, as well as e-commerce. Today, no business training is complete without covering at least the basics of e-commerce. But although e-commerce opens up new opportunities, it also presents threats and risks. The success of e-commerce hinges on security and trust. Every business manager should therefore have a fundamental awareness of the meaning of e-commerce and ICT security and risk management. The success of e-commerce also hinges on building relationships. Managing e-commerce in business (third edition) explores the ways in which entrepreneurs and managers can make use of e-commerce related aspects to improve their contact with their customers and enhance their business and marketing strategies.

Table of Contents:
Chapter 1: Introduction to e-commerce; Overview; 1.1 The Internet and the web; 1.2 A brief history of the Internet and web; 1.3 Drivers of Internet and web growth; 1.4 How big is the online world?; 1.5 The physical world will not disappear; 1.6 What makes the web such a powerful business tool?; 1.7 The world of E; 1.8 E-commerce, e-marketing and e-business; 1.9 Defining marketing; 1.10 The marketing concept; 1.18 Summary; Self-assessment questions; References; Chapter 2: Creating web pages; 2.1 The basic components of the Internet; 2.2 The open architecture philosophy; 2.3 The Internet Protocol; 2.4 Servers; 2.5 Intranets and extranets; 2.6 Creating web pages; 2.7 The design and components of the website; 2.8 The structure or architecture of the website; 2.9 Creating stickiness; 2.10 Portals; 2.14 Summary; Self-assessment questions; References; Chapter 3: The online customer Overview; 3.1 The market in perspective; 3.2 The model of e-commerce consumer behaviour; 3.3 The customer; 3.4 Market segmentation; 3.5 One-to-one marketing on the Internet; 3.6 Defining business-to-consumer e-commerce; 3.7 Attracting and retaining online customers; 3.8 Summary; Self-assessment questions; References; Chapter 4 Establishing an e-commerce; Overview; 4.1 Basic consideration for setting up an e-commerce store; 4.2 Business analysis for setting up an e-commerce store; 4.3 Creating the e-commerce website; 4.4 The components of the e-commerce store for transaction purposes; 4.5 Ensuring security for online purchasing; 4.6 Handling payments on the Internet; 4.7 Developing and launching the website and store; 4.8 Establishing trust between customers and the store; 4.9 Maintaining the e-commerce store; 4.10 Summary; Self-assessment questions; References; Chapter 5 Marketing the e-commerce store; Overview; 5.1 Website requirements for attracting visitors; 5.2 Ensuring that the website will be included in online searches; 5.3 Online advertising; 5.4 Measuring online advertising success; 5.5 Special methods of enhancing online advertising; 5.6 Enhancing marketing through online electronic customer services; 5.7 Customer service tools that can add value to the Total Customer Experience; 5.8 Customer services aimed at generating purchase decisions; 5.9 Marketing through social media; 5.10 Customer-oriented market research; 5.14 Summary; Self-assessment questions; References; Chapter 6 E-tailing; Overview; 6.1 Essential elements of e-tailing; 6.2 E-tailing in South Africa; 6.3 Stumbling blocks in the way of e-tailing; 6.4 Business models for e-commerce in retailing; 6.5 Characteristics of e-tailing; 6.6 The Internet shopping process; 6.7 Critical success factors for online shopping; 6.8 Summary; Self-assessment questions; References; Chapter 7 Managing e-CRM; Overview; 7.1 The meaning of CRM; 7.2 New demands of the computer age on CRM; 7.3 Tools for building customer relations online; 7.4 The foundation of the successful implementation of e-CRM; 7.5 The three levels of the implementation of e-CRM; 7.6 The lifetime value of the customer; 7.7 CRM techniques for building customer loyalty; 7.8 The digital marketing cycle; 7.9 E-CRM software; 7.10 Summary; Self-assessment questions; References; Chapter 8 Business-to-business e-commerce; Overview; 8.1 Advantages of B2B e-commerce; 8.2 B2B infrastructure; 8.3 B2B models; 8.4 B2B portals; 8.5 Key success factors in B2B e-commerce; 8.6 The supply chain and e-procurement; 8.7 Supply chain management (SCM); 8.8 The basic role players in the B2B supply chain; 8.9 Internet-facilitated supply chain activities; 8.10 Electronic data interchange (EDI): The first B2B connection; 8.17 Summary; Self-assessment questions; References; Chapter 9 E-commerce planning, strategy and management; Overview; 9.1 Planning for e-commerce; 9.2 Marketing research to support an e-commerce strategic plan; 9.3 Market segmentation, targeting and positioning; 9.4 E-commerce strategies; 9.5 Defining an operational plan; 9.6 E-commerce management; 9.7 Summary; Self-assessment questions; References; Chapter 10 Measuring e-commerce store success; Overview; 10.1 Steps for measuring ROI; 10.2 Selecting ROI metrics; 10.3 Determining ROI; 10.4 Reviewing objectives and strategies; 10.5 ROI e-commerce; 10.6 Summary; Self-assessment questions; References; Index.