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Table of Contents
Introduction.
I. THE NEW E-CONOMY.
1. E-Commerce Thinking. From the Industrial Age to the Internet Age. The New Internet Customer. Current Philosophy Toward Integrating the Internet. Current Trends That Affect Thinking. E-Volutionary Tactics.
2. Business Models for the E-Conomy. In the Beginningù. Virtual Value Webs. The Customer Drives the Model. Partnering on the Rise. New Partner Selection Criteria. Marketing Partners. Distribution or Channel Partners. Supplier and Vendor Partners. Fulfillment Partners. Business Infrastructure Partners. The Economics of the Value Web. Integrating the New with the Old. E-Volutionary Tactics.
II. DEPLOYING E-COMMERCE.
3. The Plan Is the Thing. Planning in the Business Context. The Big Picture and the Vision. The Measure of Success. The Roadmap. Keeping the Processes Moving. Ensuring Customer Value. Stakeholders. Partner Involvement. Plan Creation and E-Volution. The Tactics of Planning. The Objective: A Smooth, Empowered, Self-Running Entity. E-Volutionary Tactics.
4. Customer Touch Points. The Role of the Customer Is Changing. From Customer Satisfaction to Customer Retention. Customer Relationship Management. The Five Major Touch Points. Stratifying Your Customer Base. Individual and Personalized Interactions. Who Interacts with the Customer? E-Volving Your Business Processes Around Your Customer. From Customer to Process to Business Model. Delivering Value on an Individual Basis78. E-Volutionary Tactics.
5. Content Will Always Be King. Content Must Provide Value to the Customer. Organizing and Designing Content. Valuable Content Is a Differentiator. Competitive Advantage Means Constantly E-Volving Content. Measuring the Effectiveness of Content. Who Creates Content? E-Volving Content in Context. E-Volutionary Tactics.
6. Instant Global Presence. Being Global. The Case for Globalization. Your Vision Determines Your Global Presence. Thinking Globally. Legal Barriers. Worldwide Logistics. Online Currencies. Multilingual E-Commerce. Acting Locally. E-Volving Your Processes. The Global Plan. Global Operations in Action. Options for E-Volving Your Global Operations. E-Volutionary Tactics.
7. Outsourcing Is Always an Option. You Can Outsource Almost Anything. ASPs, BSPs, and Other Service Providers. A Starting Point. Deciding What to Outsource. Control and Access: The Differentiating Factors. Keeping Your Customer Touch Points Alive. Selecting Outsourcing Vendors. Managing Your Outsourcing Partners. E-Volving the Outsourcing Plan. E-Volutionary Tactics.
III. MAINTAINING MOMENTUM.
8. New Expectations for Customer Service. The Customer Service Organization. Metrics. Incentives. The Role of Partners. Revisiting the Plan. Service Level Agreements and Customer Stratification. E-Volving the Processes for Customer Service. The Universal Customer Database. An Infrastructure Made for Customer Interfaces. Maintaining Service Levels As You Grow. E-Volutionary Tactics.
9. Managing the E-Commerce Organization. A Blueprint for Organizational Alignment. Aligning with Your Vision. Organizational Structures for the Internet-Enabled Entity. Transitioning to a New Structure162. People and Processes. Legacy People. Transforming People. Self-Directed Work Groups. Collaborative Management. Walking and Talking the Vision. E-Volutionary Tactics.
10. Ongoing Internet Marketing. New Ways to Market and New Buzzwords. No Field of Dreams Here. The Basics of Internet Marketing. A Memorable URL. Site Navigation. Give Away Something of Value. Content and Related Content. The Omnipresent URL. Signature Tags. The Search Engine Game. Online Newsletters and Magazines. Direct Marketing Online. Branding and the Web Site. Market Research. Conventional Marketing and Internet Marketing. Everyone Is a Marketer. Your Holistic Marketing Strategy. E-Volutionary Tactics.
11. The Law Catches Up to E-Business. The Status of the Statutes. Regulatory and Enforcement Issues. Global Differences. Privacy. Intellectual Property. Contract Law. International Trade Policies. Taxation. The Desire for a Holistic Internet-Enabled World. What All This Means for Your Business Today. Staying Current. E-Volutionary Tactics.
IV. E-VOLVING THE FUTURE.
12. Shifting Markets. The Internet Is Here to Stay. The Shift to Customer Focus. New Products and Services. New Types of Markets. Finding New Opportunities. The Role of Experimentation. Market Development. Partnering and Collaboration. The Future of Branding. Metrics for Dynamic Markets. No More Dinosaurs. E-Volutionary Tactics.
13. A View from the Real World. The More Things Change, the More They Stay the Same. The Hybrid E-Conomy. Everything and Everyone is Connected. Customers Rule. Better, Faster, and Maybe Cheaper. Business Models and Value Webs. New Standards and Rules Create Opportunity. E-Volving End-to-End Infrastructure. The New Face of Marketing. New Dimensions for Growth and Evolution. E-Volutionary Tactics.
14. Change Is Constant, Change Is Good. Dealing with Constant Change. Catalysts of Change. Change Management. Trends That Create the Need for Change. Managing the Future. E-Commerce in the Year 2025. Back to 2000. Boldly Setting Forthù. E-Volutionary Tactics.
V. APPENDIXES.
Appendix A: Case Studies. United Parcel Service, Inc. (UPS). Office Depot. Cardinal Health.
Appendix B: Recommended E-Commerce Glossaries. Appendix C: Resources. Appendix D: End Notes. Index.