Gary P．Schneider，目前是美國奎尼皮亞克大學會計系的William S．Perlroth教授，曾先后任教于圣迭戈大學、田納西大學、賽維爾大學，講授電子商務、數(shù)據(jù)庫設計、供應鏈管理和管理會計等課程，多次獲得優(yōu)秀教學獎。迄今為止，他在會計、信息系統(tǒng)、管理學方面已經(jīng)出版了50多部著作，并在《lnterfaces》、《IS Audit＆Conlrol Joumal》、《Joumal oflnformation Systems》等許多權(quán)威刊物上發(fā)表了。90余篇研究論文。他在美國會計協(xié)會非?；钴S，現(xiàn)任《Accounling lnformationSystems and Technology Reporter》的編輯，并同時兼任多個權(quán)威期刊的編委。他在開始學術生涯之前，在俄亥俄州作為CPA（注冊會計師）工作了14年。
圖書目錄
Preface Part1:Introduction Chapter 1 Introduction to Electronic Commerce Electronic Commerce：The Second Wave Electronic Commerce and Electronic Business Categories of Electronic Commerce The Development and Growth of Electronic Commerce The Dot-Com Boom．Bust．a(chǎn)nd Rebirth The Second Wave of Electronic Commerce Business Models．Revenue Models．a(chǎn)nd Business Processes Focus on Specific Business Processes Role of Merchandising product／Process Suitability to Electronic Commerce Advantages of Electronic Commerce Disadvantages of Electronic Commerce Economic Forces and E1ectroniO Commerce Transaction Costs Markets and Hierarchies Using Electronic Commerce to Reduce Transaction Costs Network Economic Structures Network Effects Using Electronic Commerce to Create Network Effects Identifying Electronic commerce 0pportunities Strategic Business Unit Value Chains Industry Value Chains SWOT Analysis：Evaluating Business Unit opportunities International Nature of Electronic Commerce Trust Issues on the Web Language Issues Cultural Issues Culture and Government Infrastructure Issues Summary Key Terms Review Questions Exercises Cases For Further Study and Research Chapter 2 Technology Infrastructure: The Internet and the World Wide Web The Internet and the World Wide Web Origins of the Internet New Uses for the Internet Commercial Use of the Internet Growth of the Internet Emergence 0f the W0rld Wide Web Packet-Switched Networks Routing Packets Internet Protocols TCP／IP IP Addressing Domain Names Web Page Request and Delivery Protocols Electronic Mail Protocols Unsolicited Commercial E．Mail(UCE，Spam) Markup Languages and the Web Standard Generalized Markup Language Hypertext Markup Language Extensible Markup Language(XML) HTML and XML Editors Intranets and Extranets Intranets Extranets Public and Private Networks Virtual Private Network (VPN) Internet Connection Options Connectivity Overview Voice-Grade Telephone Connections Broadband Connections Leased-Line Connections Wireless Connections Internet and the Semantic Web Summary Key Terms Review Questions Exercises Cases For Further Study and Research Part 2：Business Strategies for Electronic Commerce Chapter 3 Selling on the Web: Revenue Models and Building a Web Presence Revenue Models Web Catalog Revenue M0dels Digital Content Revenue Models Advertising-Supported Revenue Models Advertising-Subscription Mixed Revenue Models Fee-for-Transaction Revenue Models Online Video Fee-for-Service Revenue Models Revenue Models in Transition Subscription to Advertising-Supported Model Advertising-Supported to Advertising-Subscription Mixed Model Advertising-Supported to Fee-for-Services Model Advertising-Supported to Subscription Model Multiple Transitions Revenue Strategy Issues Channel Conflict and Cannibalization Strategic Alliances and Channel Distribution Management Mobile Commerce Creating an Effective Web Presence Identifying Web Presence Goals Achieving Web Presence Goals Web Site Usability How the Web Is Different Meeting the Needs of Web Site Visitors Trust and Loyalty Rating Electronic Commerce Web Sites Usability Testing Customer-Centric Web Site Design Connecting with Customers The Nature of Communication on the Web Summary Key Terms Review Questions Exercises Cases For Further Study and Research Chapter 4 Marketing on the Web Web Marketing Strategies Product-Based Marketing Strategies Customer-Based Marketing Strategies Communicating with Different Market Segments Trust, Complexity, and Media Choice Market Segmentation Market Segmentation on the Web Offering Customers a Choice on the Web Beyond Market Segmentation: Customer Behavior and Relationship Intensity Segmentation Using Customer Behavior Customer Relationship Intensity and Life-Cycle Segmentation Acquisition, Conversion, and Retention of Customers Customer Acquisition, Conversion, and Retention: The Funnel Model Advertising on the Web Banner Ads Text Ads Other Web Ad Formats Site Sponsorships Online Advertising Cost and Effectiveness Effectiveness of Online Advertising E-Mail Marketing Permission Marketing Combining Content and Advertising Outsourcing E-Mail Processing Technology-Enabled Customer Relationship Management CRM as a Source of Value in the Marketspace Creating and Maintaining Brands on the Web Elements of Branding Emotional Branding vs. Rational Branding Brand Leveraging Strategies Brand Consolidation Strategies Costs of Branding Affiliate Marketing Strategies Viral Marketing Strategies Search Engine Positioning and Domain Names Search Engines and Web Directories Paid Search Engine Inclusion and Placement Web Site Naming Issues Summary Key Terms Review Questions Exercises Cases For Further Study and Research Chapter 5 Business-to-Business Online Strategies Purchasing, Logistics, and Support Activities Purchasing Activities Direct vs. Indirect Materials Purchasing Logistics Activities Support Activities E-Government Network Model of Economic Organization Electronic Data Interchange Early Business Information Interchange Efforts Emergence of Broader EDI Standards How EDI Works Value-Added Networks EDI Payments EDI on the Internet Open Architecture of the Internet Supply Chain Management Using Internet Technologies Value Creation in the Supply Chain Increasing Supply Chain Efficiencies Using Materials-Tracking Technologies with EDI and Electronic Commerce Creating an Ultimate Consumer Orientation in the Supply Chain Building and Maintaining Trust in the Supply Chain Electronic Marketplaces and Portals Independent Industry Marketplaces Private Stores and Customer Portals Private Company Marketplaces Industry Consortia-Sponsored Marketplaces Summary Key Terms Review Questions Exercises Cases For Further Study and Research Chapter 6 Online Auctions, Virtual Communities, and Web Portals Auction Overview Origins of Auctions English Auctions Dutch Auctions Part 3: Technologies for Electronic Commerce Chapter 7 Electronic Commerce Software Chapter 8 Electronic Commerce Security Chapter 9 Payment Systems For Electronic Commerce Part 4 Integration Chapter 10 Planning for Electronic Commerce
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