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• Chapter-Opening Cases, Insight Cases, and Case Studies
• Title Page
• Copyright
• Pearson’s Commitment to Diversity, Equity, and Inclusion
• Brief Contents
• Contents
• Preface
• Part 1: Introduction to E-commerce
• Chapter 1. Introduction To E-Commerce
• 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: Rocket Internet
• 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
• Chapter 2. E-Commerce Business Strategies
• Learning Objectives
• Australia’s Canva Grows from Startup to Super Unicorn
• 2.1 E-commerce Business Models
• Introduction
• Eight Key Elements of a Business Model
• Insight on Business: OpenRice Brings Social E-commerce to the Table
• Raising Capital
• Insight on Society: Crowdfunding Takes Off Around the World
• 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
• Chapter 3. E-Commerce Infrastructure
• 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 Reviews
• Key Concepts
• Questions
• Projects
• References
• Chapter 4. Building An E-Commerce Presence
• Learning Objectives
• Scratch Builds an E-commerce Presence from Scratch
• 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: OVHcloud Takes E-commerce to the Clouds
• 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: Klook Sets Its Sights on New Vistas
• 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: Skyscanner: The One-Stop Travel Platform
• 4.9 Review
• Key Concepts
• Questions
• Projects
• References
• Chapter 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: The New Business of Hostage-taking
• 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: Pegasus Exploits Zero-Day Vulnerabilities to Create Mobile Platform for Cyber
• 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 Alipay and WeChat Pay: Global Mobile Payment Leaders
• 5.8 Review
• Key Concepts
• Questions
• Projects
• References
• Part 3: Business Concepts and Social Issues
• Chapter 6. E-Commerce Marketing And Advertising
• Learning Objectives
• InMobi: Global Mobile Ad Network
• 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
• Chapter 7. Social, Mobile, And Local Marketing
• Learning Objectives
• Pinterest Expands Around the Globe
• 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 AccuraCast
• 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
• How People Actually Use Mobile Devices
• 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 an International Brand with Social Marketing
• 7.7 Review
• Key Concepts
• Questions
• Projects
• References
• Chapter 8. Ethics And Law In E-Commerce
• Learning Objectives
• The Right to Be Forgotten: Europe Leads the Way 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
• Net Neutrality
• Insight on Business: New Rules Extend EU Taxation of E-commerce
• 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: Big Tech Firms: Are They Getting “Too Big”?
• 8.8 Review
• Key Concepts
• Questions
• Projects
• References
• Part 4: E-commerce in Action
• Chapter 9. E-Commerce Retail And Services
• Learning Objectives
• Souq.com: How a UAE Startup Paved the Way for Amazon in MENA
• 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: ASOS Uses Big Data to Find Its Most Valuable Customers
• 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
• Insight on Society: Revolut: Finance at Your Fingertips
• 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
• 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: Bawiq and Careem: Food Delivery on Demand
• 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: OpenTable: Your Reservation Is Waiting
• 9.11 Review
• Key Concepts
• Questions
• Projects
• References
• Chapter 10. Online Media
• Learning Objectives
• Spotify and Deezer: European Music Streaming Services Spread Around the Globe
• 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: British Newspapers Take On the Digital Space
• 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
• Chapter 11. Online Communities
• 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
• Chapter 12. B2B E-Commerce
• Learning Objectives
• Alibaba: China’s E-commerce King Splits Up
• 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
• Insight on Technology: Blockchain Improves the Food Supply Industry
• Collaborative Commerce
• 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
• Insight on Business: Collaborative Commerce at Carrefour UAE
• Implementation Barriers
• 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
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