MARC Record from marc_nuls

LEADER: 10852pam 22003014a 4500
001 9920434710001661
005 20181012131222.0
008 010104s2001 waua 001 0 eng
010 $a 2001016255
020 $a0735612757
035 $a(CSdNU)u96442-01national_inst
035 $a(Sirsi) l2001016255
035 $a(Sirsi) l2001016255
035 $a(Sirsi) 01-AAM-1346
035 $a 2001016255
040 $aDLC$cDLC$dDLC$dOrPss
042 $apcc
050 4 $aHF5548.32$b.K538 2001
100 1 $aKienan, Brenda.
245 10 $aManaging your e-commerce business /$cBrenda Kienan.
250 $a2nd ed.
260 $aRedmond, Wash. :$bMicrosoft Press,$cc2001.
300 $axxvi, 420 p. :$bill. ;$c24 cm.
500 $aIncludes index.
505 0 $aPlanning for E-Commerce -- Focusing Your E-Commerce Goals -- Just What Is E-Commerce? -- What It Takes to Win -- What E-Commerce Can Do -- What Do You Intend to Accomplish? -- Choosing a Business Model -- Selling via the Internet -- Who Is Your Customer? -- The Internet Is International--Are You? -- Identifying Your Target Market -- Reaching a Local Market -- Who Is Your Competition? -- Aligning Your Resources with Your Goals -- Clarifying Your Expectations -- Setting Benchmarks for Success -- Writing a Mission Statement -- Making a Plan of Action -- Creating a Business Plan -- Creating a Project Plan -- Is Your Plan Really Feasible? -- Setting Up a Budget and Sticking to It -- Where Do You Start? -- Follow a Known Format -- What's in a Website Budget -- Setting Realistic Expectations -- What Can You Do for $500,000 and Up? -- What Can You Do for $50,000 or $100,000? -- What Can You Do for $5,000 to $10,000? -- What Can You Do with a Minimal Investment? -- How Can You Keep Costs Down? -- Looking at a Sample Spreadsheet -- Grouping Costs by Activity -- Categorizing Costs by Type -- On E-Commerce Revenue Models -- Product Sales Model -- Ad Sales Model -- Paid Sponsorship Model -- Paid Placement Model -- Subscription Model -- Fee for Services Model -- Licensing Model -- Affiliate or Affinity Program Model -- Commission Model -- Cost-Savings Model -- Considering the Return on Your Investment -- Using Microsoft Excel -- Using Microsoft bCentral's Management Tools -- Knowing the Legal Issues -- What Is Intellectual Property? -- Who Owns What on a Website? -- Ownership of Look and Feel -- Ownership of Back-End Systems -- Ownership of Content -- Ownership of Ideas -- Can Copyright Laws Protect You? -- What Is a Copyright? -- How Does Copyright Law Work? -- Marking Your Site with a Copyright Notice -- What About Copyright Infringement? -- What About Fair Use and the Public Domain? -- Can You Use People's Images? -- Why Does Licensing Matter? -- What Does Trademarking Mean to You? -- What Can You Trademark? -- Deciphering Trademarks: and -- Registering Trademarks -- How Does the Law Affect Linking? -- Where Does Business Liability Begin and End? -- Should You Worry About Slander and Libel? -- Avoiding Trouble -- Creating Identity and Attracting Customers -- Establishing Online Branding -- The Elements of Successful Online Branding -- Naming Companies, Products, and Domains -- Do You Need a Domain Name? -- Choosing Memorable, Meaningful Names -- Understanding the Domain Name System -- Is Your Prospective Name Taken? -- Registering Your Domain Name -- Establishing Your Site's Brand Identity -- Identifying Your Audience and What They Want -- What Does Your Logo Say About You? -- Defining Your Website's Look and Feel -- So What Works? -- Providing a Quality User Experience -- Establishing Integrity and Trust -- Enhancing Customer Relationships -- Why Service Matters--Especially in E-Commerce -- You Are Your Website -- First Impressions Are Lasting -- In Customer Relationships, Credibility Counts -- Building Customer Loyalty -- Establish Rapport -- Communicate Positively -- Be Easy to Reach -- Respond Promptly -- Offer Customer Service via E-Mail -- Use a Customer Relationship Management Solution -- Offer an Easy-to-Use FAQ or Help Page -- Set Up Your Systems So Service Is Easy -- When a Problem Occurs, Make Good -- Ask Your Customers--and Listen! -- Track E-Mail Feedback -- Conduct Surveys -- Keep Things in Perspective -- Leveraging Community to Boost Traffic -- Building Focused Community -- Choosing a Technology -- Identifying a Community of Shared Interests -- What Are Your Community Goals? -- Inviting People to Join the Community -- Welcoming New Participants -- Providing Stability -- Offering Value -- Sending E-Mail Newsletters -- Tracking Down Content -- Formatting for Effect -- Offering the Opt-In Opportunity -- Providing a Way to Unsubscribe -- Maintaining Subscribers' Privacy -- Tools for Creating and Managing Newsletters -- Creating Simple Mailing Lists with Outlook and Exchange -- Offering Discussion Groups -- To Moderate or Not to Moderate? -- Options for Hosting -- Leveraging Archived E-Mail as Valuable Content -- Community-Based Websites -- Measuring Community Success -- Building Your E-Commerce Website -- Organizing Your Site Plan -- An Overview of Site Planning Steps -- Organizing the Content -- Creating Categories and Subcategories -- Mapping Out a Hierarchy -- Creating a Site Map -- Linking and Navigation -- Storyboarding the Site -- Creating a Directory Structure -- Do You Need a Database? -- Building It Yourself vs. Hiring a Web Shop -- Writing Specs and a Request for Proposal -- Tackling Basic Front-End Technologies -- HTML 101 -- How HTML Works -- Required Tags and Their Order -- Opening and Closing Tags -- Tags That Do Special Jobs -- Limitations of HTML (and a Few Workarounds) -- Page Layout Tricks -- Cascading Style Sheets -- Dynamic HTML -- Posting Your HTML Pages -- Using Images -- The Basics of Image Files and Formats -- Preparing Images: A Word on Dithering -- Other Image Types -- Designing for Wireless and Handheld Devices -- What About Broadband? -- Introducing XML -- Creating and Managing Your Site with FrontPage -- FrontPage Conventions -- Creating a Site or a Page -- Mapping the Site and Its Navigation -- Adding a Catalog, Transaction System, and Shopping Cart -- Working with FrontPage and HTML -- Managing Your FrontPage Website -- Making the Site Live -- Designing for Multiple Browsers -- Jazzing Things Up with Interactivity -- Including Office Documents -- Building an E-Commerce Site with bCentral -- Creating a Shopping System with Business Web -- Extending Marketplace Reach with Commerce Manager -- Working with Web Shops, Developers, and Teams -- Assessing Your Needs -- Consider Assembling an In-House Website Team -- Consider Outsourcing and Insourcing -- Consider the Outtasking Alternative -- Microsoft Products That Facilitate Collaboration -- Who's Who Among Shops and Developers -- ISPs and Hosting Companies -- Ad Agencies and Marketing Firms -- Design Shops Large and Small -- Back-End Firms -- Integrators, Consultants, and Testing Labs -- Independent Contractors -- Using Multiple Vendors -- Finding the Right Vendor -- Define the Project -- Assess Style and Approach -- Evaluate Skill and Experience -- Judge Quality of Interaction -- Evaluating Quotes -- Negotiating Fees -- Getting References That Count -- Delivering Specs and Firming Up Details -- Understanding the Contract -- Addressing Maintenance After Launch -- Keep Overarching Management In-House -- Understanding the Back End and Hosting -- What Is a Server? -- Choosing a Platform -- Choosing a Server -- Performance Issues -- Reliability Issues -- Support Issues -- Considering Your Hosting Options -- Hosting Your Website In-House -- Keeping Your Server at a Hosting Company -- Renting Space on a Hosting Company's Server -- Choosing a Hosting Company -- The Power of Databases -- Database-Backed Websites -- Relational Databases vs. Flat File Databases -- Choosing Middleware -- Maintaining a Database -- The Basics of Transaction Systems -- Security in E-Commerce Transaction Systems -- How Credit Card Transactions Work -- Getting Set Up for Credit Card Transactions -- Fees and Charges for Credit Card Transactions -- Other Forms of E-Commerce Payment -- Building Your Transaction System vs. Buying It -- Keeping Your Site Running Night and Day -- Maintaining, Promoting, and Succeeding -- Keeping Content Usable, Manageable, and Fresh -- Creating Strong Content -- Writing for E-Commerce -- Making Online Text Easier to Read -- Using Images, Video, Sound, and Other Media -- Shaping Links to Highlight What's Compelling -- Keeping Content Fresh -- Keeping Content Organized -- Maintaining Quality and Credibility -- Creating and Applying a Style Guide -- Establishing an Approval Process -- Managing Projects with the Right Tools -- Choosing Content Management Software -- Archiving and Purging -- Promoting Your Website -- Leveraging Permission Marketing -- Attracting Traffic with Your Site and Your Message -- Setting Up Viral Marketing -- Targeting Based on Your Goals and Audience -- Achieving Search Engine Ranking -- What Are Search Engines, Directories, and Portals? -- How Search Engines Work -- Getting to the Top of the List -- Making Some Pages Off-Limits to Search Engines -- Submitting Your Site to Search Engines and Directories -- Persuading Others to Link to You -- Getting Backlinks and Trading Links -- Checking Your Backlinks -- Forming Partnerships and Joining Alliances -- Entering Competitions and Offering Awards -- Creating Affiliates -- Gaining Recognition with Banner Ads -- The Basics of Banner Ads -- Do They Work? -- Achieving Real Results -- Sponsoring Other Websites -- Leveraging Newsletters and Community Forums -- Publicizing Your URL -- Getting Coverage in Print Media -- Gathering Materials -- Writing Press Releases -- Launching Your Press Campaign -- Posting Press Releases to Your Online Press Room -- Integrating Online and Offline Promotional Efforts -- Assessing Your Success -- What Does Success Mean to You? -- The Benefits of Measurement -- Getting to Know Your Audience -- What Objective Data Can You Gather? -- Measurements of Traffic -- Analyzing Website Statistics -- Looking into Log Files -- Selecting Analysis Tools -- Auditing Your Data -- Soliciting and Analyzing User Feedback -- What to Do with the Data You Gather -- Is the Customer Always Right? -- Supporting Your Business with an Intranet or Extranet -- What Are Intranets and Extranets? -- Typical Uses of Intranets and Extranets -- Assessing Costs and Return on Investment -- Management Considerations -- Site Planning Considerations -- Technology Considerations -- Security Considerations -- Boosting Productivity with a Workgroup Website -- Measuring Success.
650 0 $aElectronic commerce.
948 $a08/09/2001$b09/07/2001
999 $aHF 5548.32 K538 2001$wLC$c1$i31786101469200$d4/10/2013$e3/13/2013$f3/23/2004$g1$lCIRCSTACKS$mNULS$n10$rY$sY$tBOOK$u9/7/2001