加里·P.施奈德（Gary P. Schneider）目前是美國加利福尼亞州立大學(xué)蒙特利灣分校的會計學(xué)教授，曾先后任教于圣迭戈大學(xué)、田納西大學(xué)、澤維爾大學(xué)，講授電子商務(wù)、數(shù)據(jù)庫設(shè)計、供應(yīng)鏈管理和管理會計等課程，多次獲得優(yōu)秀教學(xué)獎。著有會計、信息系統(tǒng)、管理學(xué)方面50多本書和100多篇研究論文，并被翻譯成了漢語、法語、意大利語、韓語、西班牙語等多種語言傳播。他擁有田納西大學(xué)會計信息系統(tǒng)博士學(xué)位、澤維爾大學(xué)MBA學(xué)位和辛辛那提大學(xué)經(jīng)濟學(xué)學(xué)士學(xué)位。
圖書目錄
Preface Part 1: Introduction Chapter 1?Introduction to Electronic Commerce3 The Evolution of Electronic Commerce4 Electronic Commerce and Electronic Business5 Categories of Electronic Commerce5 Business Processes6 Relative Size of Electronic Commerce Elements7 The Development and Growth of Electronic Commerce9 Early Electronic Commerce9 The First Wave of Electronic Commerce, 1995–200310 The Second Wave of Electronic Commerce, 2004–200911 The Third Wave of Electronic Commerce, 2010–Present13 The “Boom and Bust” Myth17 Business Models, Revenue Models, and Business Processes17 Focus on Specific Business Processes19 Role of Merchandising19 Product/Process Suitability to Electronic Commerce19 Electronic Commerce: Opportunities, Cautions, and Concerns21 Opportunities for Electronic Commerce21 Electronic Commerce: Current Barriers23 Economic Forces and Electronic Commerce25 Transaction Costs27 Markets and Hierarchies27 Using Electronic Commerce to Reduce Transaction Costs30 Network Economic Structures31 Network Effects32 Identifying Electronic Commerce Opportunities33 Strategic Business Unit Value Chains33 Industry Value Chains35 SWOT Analysis: Evaluating Business Unit Opportunities37 International Nature of Electronic Commerce39 Trust Issues on the Web39 Language Issues40 Cultural Issues41 Infrastructure Issues42 Summary45 Key Terms45 Review Questions46 Exercises47 Cases48 For Further Study and Research51 Chapter 2?Technology Infrastructure: The Internet and the World Wide Web55 The Internet and the World Wide Web57 Origins of the Internet57 New Uses for the Internet58 Commercial Use of the Internet59 Growth of the Internet59 The Internet of Things60 Packet-Switched Networks61 Routing Packets62 Public and Private Networks63 Virtual Private Networks (VPNs)64 Intranets and Extranets64 Internet Protocols65 TCP/IP66 IP Addressing66 Electronic Mail Protocols68 Web Page Request and Delivery Protocols69 Emergence of the World Wide Web70 The Development of Hypertext70 Graphical Interfaces for Hypertext71 The World Wide Web71 The Deep Web72 Domain Names73 Markup Languages and the Web74 Hypertext Markup Language75 Extensible Markup Language (XML)81 Internet Connection Options87 Connectivity Overview87 Voice-Grade Telephone Connections87 Broadband Services88 Leased-Line Connections88 Wireless Connections88 Internet2 and the Semantic Web93 Summary96 Key Terms96 Review Questions98 Exercises99 Cases100 For Further Study and Research101 Part 2: Business Strategies for Electronic Commerce Chapter 3?Selling on the Web107 Revenue Models for Online Business109 Web Catalog Revenue Models109 Fee-for-Content Revenue Models114 Advertising as a Revenue Model Element118 Fee-for-Transaction Revenue Models124 Fee-for-Service Revenue Models129 Free for Many, Fee for a Few130 Changing Strategies: Revenue Models in Transition131 Subscription to Advertising-Supported Model132 Advertising-Supported to Advertising-Subscription Mixed Model132 Advertising-Supported to Subscription Model132 Multiple Changes to Revenue Models133 Revenue Strategy Issues for Online Businesses135 Channel Conflict and Cannibalization135 Strategic Alliances136 Luxury Goods Strategies136 Overstock Sales Strategies137 Creating an Effective Business Presence Online137 Identifying Web Presence Goals137 Web Site Usability139 How the Web Is Different140 Meeting the Needs of Web Site Visitors140 Trust and Loyalty142 Usability Testing144 Customer-Centric Web Site Design145 Using the Web to Connect with Customers146 The Nature of Communication on the Web146 Summary150 Key Terms150 Review Questions151 Exercises152 Cases153 For Further Study and Research156 Chapter 4?Marketing on the Web159 Web Marketing Strategies160 The Four Ps of Marketing161 Product-Based Marketing Strategies161 Customer-Based Marketing Strategies162 Communicating with Different Market Segments163 Trust, Complexity, and Media Choice163 Market Segmentation166 Market Segmentation on the Web167 Offe
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