The complete e-commerce book : design, build & maintain a successful web-based business

목차 (Table of Contents)

• CONTENTS
• Preface
• Acknowledgements
• CHAPTER 1 The E-Commerce Phenomenon
• The E-Commerce Decision = 2
• The Brick-and-Mortar's Decision = 2
• The Entrepreneur's New Web Venture = 4
• Why Go to the Web? = 6
• Web Site Models = 7
• Brochureware Site = 7
• Online Store = 8
• Subscription Site = 8
• Advertising Site = 9
• Online or Cyber Mall = 9
• Business-to-Business E-Comnmrce Site = 10
• CHAPTER 2 Design Your Site
• Finding Your Niche = 12
• Targeting Your Customers = 12
• Defining Your Web Site's Blue Print = 12
• Design = 15
• Stickiness & Traffic Generation = 15
• Content = 15
• Search Engines = 16
• Ease of Use = 16
• Site Navigation = 17
• Performance = 17
• Speedy Downloads = 17
• Tables = 18
• Content Visibility = 19
• Viewable Site = 19
• Frames = 19
• Java = 21
• Plug-Ins = 22
• Storyboard = 23
• CHAPTER 3 Let's Build It!
• Domain Name = 28
• Digital Certificate = 30
• Merchant Account = 32
• Real-time Credit Card Authorization = 32
• Check Processing = 33
• Other Payment Options = 33
• How Computers Work = 34
• CHAPTER 4 Server Hardware
• Home-based Web Site = 35
• Server Needs = 35
• Robust Server Specifications = 36
• Processor Architecture = 37
• Clusters = 38
• Load Balancing Switches and Routers = 38
• Rack Units = 39
• Multiple-CPU Servers = 39
• Server Cabinet = 39
• Web Server Farms = 41
• CHAPTER 5 Redundancy
• Backup = 43
• Uninterruptible Power Supply = 44
• Standby Power Supply = 45
• Hybrid UPS = 45
• True UPS = 45
• How to Rate the Various UPSs = 47
• Maintenance = 49
• RAID = 49
• Raid Levels = 50
• Mirroring = 53
• CHAPTER 6 Connectivity
• ISDN = 56
• DSL = 57
• T-1 = 58
• T-3 = 59
• Optical Carrier(OC) = 59
• CHAPTER 7 Security
• Denial of Service Attack = 62
• Defending Your Web Site = 63
• Routers = 64
• Firewalls = 65
• User Account Security = 66
• Data Confidentiality = 67
• Software Security = 68
• Monitoring Your Web Site = 69
• Digital Certificates = 70
• Credit Card Security = 70
• Security Audit = 72
• CHAPTER 8 Software
• The Operating System = 73
• UNIX = 73
• Linux = 75
• Windows NT = 75
• Windows 2000 = 76
• Web Server = 76
• Log Files = 79
• Log Analysis Software = 80
• Traffic Reporting = 81
• Databases = 84
• Database Management Systems = 85
• Types of Databases = 86
• Database Models = 87
• Desktop Database Software = 91
• Overview of Robust Database Management Systems = 92
• Static vs. Dynamic Web Pages = 93
• Database Publishing = 94
• Interfaces = 94
• The Search Engine Dilemma = 95
• CHAPTER 9 E-Commerce Software
• E-Commerce Alternatives = 97
• The All-in-One Solution = 98
• "Out-of-the-Box" E-Commerce Packages = 100
• Online Catalog = 102
• Link-based Web-Stores = 103
• Online Malls = 104
• Commerce Servers = 104
• CHAPTER 10 Quality Assurance
• The QA Plan = 107
• Testing the Prototype = 109
• Server Error Log = 111
• Spell Check = 111
• Hang Time = 111
• Printing = 111
• Test and Re-test = 112
• Continual Quality Assurance = 112
• Listen to Your Customers = 113
• Test and Re-test = 113
• Focus Groups and Surveys = 114
• Conclusion = 115
• CHAPTER 11 Web Site Maintenance and Management
• Establishing a Maintenance and Management System = 117
• The Small Web Site = 118
• The Large or Enterprise Web Site = 118
• Links Management = 121
• Content Management = 123
• Hardware and Infrastructure Maintenance = 124
• CHAPTER 12 What Are the Costs?
• Establishing a Budget = 127
• Return on Investment = 129
• Home-based Business = 129
• Small Entrepreneur or Local Brick-and-Mortar = 130
• Maintenance = 131
• Businesses that Have Visions of Grandeur = 131
• Design = 132
• Hardware = 133
• Operating System = 133
• Web Server Software = 133
• E-Commerce Software = 133
• Database = 133
• Enterprise Businesses = 134
• CHAPTER 13 Consultants and Vendors
• Selecting a Consultant = 137
• The Consultant's Role = 138
• The Consultant's Qualifications = 139
• Request for Proposal(RFP) = 140
• The Interview = 140
• Review the Proposals = 141
• The Contract = 142
• Work Plan = 142
• Selecting a Web Site Developer = 142
• The Contract = 144
• Vendor Selection = 145
• Vendor Evaluation = 146
• Due Diligence = 147
• Finalizing the Selection Process = 148
• CHAPTER 14 Web Hosting Services
• Web Hosting Service Models = 149
• Internet Service Providers(ISPs) = 150
• Dedicated Web Hosting Services = 150
• Local Web Hosting Services = 151
• Web Developer Hosting = 151
• Sub-domain or Non-virtual Account = 152
• Free Web Hosting Services = 152
• Different Hosting Needs = 153
• The Small to Medium Web Site = 153
• The Large to Enterprise Web Site = 155
• The Shopping List = 158
• Size of Pipeline = 158
• Know Your Traffic Limits = 159
• Space = 159
• Uptime = 160
• Multimedia = 160
• CGI Scripts = 160
• Telnet Access = 161
• E-Commerce = 162
• Technical Support = 162
• Value-added Services = 163
• Site Administration = 164
• Flexibility = 164
• Security = 164
• E-Mail = 166
• Online Promotion = 167
• Access／Traffic Reports = 167
• Multiple Domain Names = 168
• File Transfer Protocol(FTP) = 168
• Server Performance = 169
• Password Protected Area = 169
• Backups(Server and Power) = 169
• Redundancy = 169
• Scalability = 170
• Mailing List Management = 170
• Databases = 170
• Types of Hosting Accounts = 170
• Virtual Hosting = 170
• Your Own Dedicated Computer = 171
• Co-hosting or Co-locating = 171
• Basic Server Farm = 171
• In-house Hosting = 171
• Service Agreement = 172
• CHAPTER 15 Marketing a Web Site
• Marketing Plan = 173
• Market Positioning = 176
• Performance Analysis = 176
• Marketing Objectives = 176
• Marketing Strategy = 176
• Implementation = 177
• Other Elements for Consideration = 177
• Marketing Venues = 178
• Consistency = 178
• Analysis = 178
• Brick-and-Mortar Advantage = 178
• Search Engines, Directories, Etc = 179
• How Search Engines and Directory Services Work = 179
• Designing for Search Engines = 180
• How to Register Web Pages = 185
• Directories = 186
• Yahoo! = 187
• Paid Listing Services = 187
• Conclusion = 188
• On-site Marketing Techniques = 188
• Solicit Customer Feedback = 189
• Links = 189
• Banner Ads = 191
• Affiliate Programs = 194
• Newsletters = 195
• List Management Software = 198
• E-Mail = 198
• Data Mining = 200
• Personalization = 201
• Planning = 201
• Customer Categories = 202
• Products = 202
• Privacy Issues = 203
• CHAPTER 16 Customer Service
• The Problem in a Nutshell = 205
• A Customer Service Strategy = 206
• Automate = 209
• FAQ = 209
• Chat = 209
• The First Approach : Separate Technology = 211
• The Second Approach : The Entire Solution = 212
• Automated Customer Service = 213
• E-Mail = 214
• E-Mail Management Systems = 215
• Outsourcing = 219
• Call Centers = 219
• Multimedia and Web-enabled Contact Centers = 221
• The Site Experience = 222
• CHAPTER 17 Logistics and Order Fulfillment
• It's Still All About the Customer = 226
• Mired in the Small Parcel Dilemma = 226
• Logistics = 227
• The Issues = 228
• Logistics Plan = 230
• Back-end Integration Issues = 236
• Shipping = 237
• Fulfillment = 239
• Keeping the Customer Informed = 241
• Fulfillment Models = 242
• In-house Solutions = 246
• Large and Enterprise Web Sites = 246
• Small to Medium Web Sites = 251
• Outsourcing = 255
• When Should a Web-based Business Outsource? = 256
• Regional Distribution Centers = 257
• The FSP Models = 258
• Drop-Ship = 259
• Outsourcing Plan = 261
• Issues Specific to a Small Web Site = 263
• How Much Does it Cost? = 265
• The Contract = 266
• Technical Issues = 266
• Caveats = 269
• International Orders = 270
• Conclusion = 270
• CHAPTER 18 The Future
• The Challenges = 273
• Factors that Can Slow Growth = 274
• Customers' Security Concerns = 275
• Privacy Issues = 275
• Impersonalization = 276
• Government Regulation = 276
• Globalization = 277
• Wireless and M-Commerce = 278
• Bandwidth = 279
• Scanners = 279
• XML Revolution = 280
• The New Kid - ASP = 280
• Last Thoughts = 281
• Appendix = 283
• Glossary = 291
• Index = 307