E-commerce : implementing global marketing strategies (소재불명)

목차 (Table of Contents)

• CONTENTS
• Introduction = 1
• 1. Executive Summary = 5
• Interactive Enterprise Becomes a Reality = 5
• Business-to-Business E-commerce Escalates = 7
• Where the E-commerce Benefits Lie = 8
• Myth : Size Is No Longer a Factor = 8
• Develop a Business Case = 9
• Online Communities, Services, and Intermediaries = 10
• The One-on-One Marketing Concept = 10
• The Simplicity of Web Site Setup = 11
• The Cost = 11
• Where Is Online Profitability? = 12
• The E-commerce Realities = 13
• 2. The E-commerce Business Imperative = 15
• The Global Marketplace = 15
• E-commerce Equals Lower Business Costs = 16
• Growth of the Internet, Intranets, and Extranets = 16
• Internet Global Reach = 18
• Trends Toward Supply Chain Integration = 19
• Exploding Web Demographics = 19
• Virtual Corporation Concepts Growth = 20
• Business-to-Business E-commerce = 21
• Business-to-Consumer E-commerce = 22
• The RosettaNet Standards Initiative = 23
• 3. E-commerce Basics = 25
• E-commerce Features = 25
• Catalog-based Purchasing = 27
• Electronic Payment Systems = 29
• Web-based Electronic Data Interchange = 30
• Transaction Methods = 32
• Digital Money Concepts = 33
• Security Approaches in E-commerce = 35
• Legal Issues = 35
• 4. E-commerce Benefits = 39
• Expanded Sales Universe = 40
• Additional Sales Channels = 42
• More Targeted Marketing = 43
• Faster Time to Market = 43
• Reduced Costs of Sales = 44
• Enhanced Internal Business Operations = 45
• Leveraged Legacy Systems and Databases = 45
• Shorter Purchasing Cycles = 46
• Secure Communications with Business Partners = 46
• Ultraconvenience = 46
• Unlimited Product Selection = 47
• Communities of Interest = 47
• Pricing Alternatives = 48
• Corporate Training Benefits = 48
• 5. E-commerce Issues = 51
• Customer Invisibility = 52
• Lack of Accessibility to Customers = 53
• Low Rate of Closing Web Sales = 53
• Inadequate Security Policies = 53
• Secure Transactions = 54
• Protection from Industrial Espionage = 55
• Protecting Company Trademarks = 55
• Business Name Conflicts = 57
• Payment Processing = 57
• Bookkeeping Problems = 57
• Lack of Standards = 58
• Status of Electronic Contracts = 58
• Congestion = 59
• Network Quality = 59
• Business Culture Conflicts = 60
• Libel and Slander = 61
• International Legalities = 61
• Taxation Issues = 62
• The Year 2000 Compliance Issue = 63
• 6. E-commerce Marketing Strategies = 65
• The Business Model of Tomorrow Becomes a Reality = 65
• Superior Customer Services = 66
• Customizing Products and Services = 67
• Value-added Services for Customers = 67
• Establishing a Business Case = 68
• Return on Investment = 68
• Target Audience Evaluation = 69
• Giveaway Programs = 69
• Free Trials = 70
• Direct Communications with Customers and Prospects = 70
• Maximizing Buying Convenience = 70
• Online Competitive Intelligence = 71
• Product and Services Information = 71
• 7. E-commerce Communities = 73
• A Case for Internet Communities = 73
• How Online Communities Develop = 74
• Characteristics = 74
• Creating Online Directories = 75
• Electronic Community Infrastructure Requirement = 75
• Customer Profile Databanks = 76
• Information Sharing Rewards = 76
• Creating an Online Community = 77
• Online Community Standards = 78
• Web Community Development Tools = 78
• Future Prospects = 80
• 8. E-commerce Services = 81
• Multichannel Marketing Strategies = 82
• E-commerce Service Capabilities = 82
• E-commerce Services = 83
• Art Technology Group = 83
• BITS = 84
• CyberSource = 84
• Encanto Networks = 85
• Harbinger = 85
• iMALL = 85
• Inex Corp. = 85
• Internet Mall = 86
• MarketWave = 86
• Open Market = 86
• Oracle = 87
• TechWave = 87
• 9. E-commerce Intermediaries = 91
• Anatomy of an Electronic Marketplace = 91
• Desirable Characteristics = 93
• Beyond.com = 94
• Catalog City = 94
• Cendant = 95
• CompareNet = 95
• CyberSource = 95
• The FastParts Trading Exchange = 96
• General Electric Trading Process Network = 96
• Industry.net = 97
• Internet Web Services Corp. = 97
• The Mountain Zone = 97
• National Media Corp. = 98
• Necx = 98
• Onsale = 98
• PhotoNet Online = 99
• Ticketmaster Online = 99
• TuneUp.com = 99
• 10. E-commerce Development Tools = 101
• Buyer and Seller Tools = 101
• E-commerce Component Elements = 102
• Merchant Servers = 103
• Connectlnc.com = 106
• IBM = 107
• Microsoft = 107
• Netscape = 107
• Collocation Web Hosting Services = 107
• Other Development Tools = 109
• Ariba Technologies = 109
• Brightware = 110
• Broadcast.com = 110
• BroadVision = 111
• Commerce One = 111
• E-Fusion = 111
• Elcom Systems = 111
• InterWorld Corp. = 112
• Outreach Communications = 112
• Requisite Technology = 112
• Sterling Software = 112
• TRADE'ex = 113
• Turnaround Computing = 113
• Webridge = 113
• 11. Financial Services Online = 115
• Internet Banking = 116
• Insurance Online = 117
• Mortgage Services Online = 119
• Stockbrokers Online = 120
• Online Trading Systems = 121
• Toward Virtual Trading Online = 122
• Online Investment Fraud Issues = 122
• Specialized Software Tools = 123
• 12. Electronic Stock Markets = 127
• Global Reach and Integration = 128
• Round-the-Clock Trading = 129
• Disappearance of Intermediaries = 129
• Regulatory Climate = 129
• Trading Floors Close = 130
• Reliability = 130
• Online Initial Public Offering Auctions = 133
• Toward Personalized Stock Markets = 133
• Representative Online Brokers = 134
• Online Trading Information Sources = 138
• 13. Online Real Estate = 141
• Content, Content, Content = 141
• International Real Estate Digest = 142
• National Association of Realtors = 143
• CyberHomes = 144
• International Vacation Homes = 145
• Interactive Online Real Estate Classified Advertising = 146
• Mortgage Online = 146
• The Mortgage Loan Page = 147
• Industrywide Mortgage Exchange = 147
• Quicken Mortgage = 147
• Commercial Properties Online = 147
• Online Real Estate Software = 148
• REITNet = 148
• 14. Travel and Transportation = 151
• Transportation Providers = 152
• Airline Flight Reservations = 153
• Hotels, Resorts, and Accommodations Online = 154
• Meetings Online = 157
• Online Car Rentals = 157
• Railways Online = 157
• Cruises Online = 158
• Biztravel.com = 159
• Truck Transportation Services Online = 160
• National Transportation Exchange = 162
• Special Travel Issues Online = 162
• 15. Automotive Industry Online = 165
• The Automotive Network Exchange = 165
• Detroit Selling Online = 167
• General Motors = 167
• Volkswagen = 169
• Independent Online Marketplaces = 169
• Vehicle Selection = 170
• Price Comparison = 170
• American Automobile Association Car Buying Service = 170
• Autobytel.com = 170
• Autosellect = 171
• Autoweb.com = 171
• Other Automotive Databases Online = 171
• 16. Online Procurement = 173
• Extranets = 173
• Extranets Make Economic Sense = 174
• Elements of an Extranet = 175
• Supply Chain Extranets = 176
• Online Procurement Systems = 178
• EMall Procurement Network = 179
• AMP = 180
• Boeing Airplane = 181
• Caterpillar = 181
• CommerceXpert = 182
• ELEKOM = 182
• Metal Exchange LP = 183
• PcOrder.com = 183
• PlasticsNet = 184
• Buying Businesses Online = 184
• InfoTest International = 184
• 17. Online Publishing Ventures = 185
• Newsletters = 185
• Newspapers Online = 188
• Magazines Online = 189
• Individualized News Online = 191
• Reports Online = 191
• Digital Documents Delivery = 192
• Push Applications = 193
• Electronic Books = 194
• 18. Online Entertainment = 197
• Music - Compact Disks = 198
• CDnow = 198
• @Tower = 198
• Trans World Entertainment = 198
• Geffen Records = 199
• The Web Camera Business = 199
• Online Video Distribution = 200
• E! Online = 200
• Internet TV = 200
• The Transition to Interactive Digital TV = 201
• Turner Home Entertainment = 202
• The Hollywood Extranet = 203
• Internet Gambling = 203
• Online Bookstores = 204
• Issues with Multimedia Web Sites = 205
• 19. Healthcare Industry Online = 207
• Online Issues = 208
• Medical Imaging Networks = 208
• Advanced Research Testbed for Medical Informatics = 209
• Blue Cross／Blue Shield Activities = 210
• Columbia Health Care = 210
• Eli Lilly = 211
• Healtheon Corp. = 211
• HealthGate = 211
• Hollings Cancer Center = 212
• IntelliHealth = 212
• Kaiser Permanente = 213
• Neoforma = 213
• Pfizer = 214
• PhyCor = 214
• PlanetRx = 214
• VHA = 214
• WebMD = 215
• 20. Professional Services Online = 217
• Legal Information Online = 217
• LawGuru.com = 218
• Meta-Index for U. S. Legal Research = 218
• Accountants Online = 219
• Consulting Organizations = 219
• Booz-Allen & Hamilton = 220
• Coopers & Lybrand = 220
• Ernst & Young = 221
• KPMG = 221
• Experts and Agents = 222
• Employment Agencies Online = 222
• Guide to On-Line Job Banks = 223
• Example in the Materials Industry = 224
• ASM International Materials Producer Directory = 224
• 21. Online Retail Opportunities = 225
• The Demise of the Electronic Mall = 226
• Online Retail Customers = 227
• Characteristics of Online Retailers = 228
• Online Retail Issues = 228
• Online Supermarkets = 229
• The Online Clothing Market = 230
• Pivot Rules = 231
• Bloomingdale's = 231
• Gifts = 231
• 22. Conclusion = 233
• If You Build It, They May Not Come = 233
• Business-to-Business E-commerce Is Expanding = 234
• Streaming Multimedia Will Facilitate the Expansion = 234
• Web Content Provides the Real Challenges = 235
• Watch the Early Adopters = 235
• Glossary = 237