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Internet Commerce Metrics and Models in the New Era of Accountability delivers today's best practices for e-business investment and management decision-making, based on real-world case studies and advanced analysis techniques. It gives e-commerce entrepreneurs and decision-makers a comprehensive, up-to-date framework for understanding Internet business models-and desperately needed metrics for evaluating them.
The authors introduce an exclusive five-stack e-business model, encompassing platform, content, community, commerce, and the "services" that add value to them. Using this framework, they construct a complete e-commerce business model, analyzing the economic impact of key choices, and introducing new ways to project the consequences of your decisions. Coverage includes:
Whether you're an entrepreneur, manager, investor, or consultant, this book's breakthrough framework and analytical techniques will add value to every e-business decision you make.
Evolving E-Commerce. Changing Business Models. Connectivity. Business to Consumer (B2C) Commerce. Business to Business (B2B) Commerce. The Intersection of Content and Community. The Emergence of Marketplaces. Price and Pricing Mechanisms. Emergence of Services: Outsourcing as a Way of Life. Customer Acquisition. Goals and Objectives of This Book. Power Tools for the Online Business. Organization of the Book.
The Role of Context. The Internet Platform Stack. IT Platform. Network Platform. Software Platform. Business Platform. The Content Stack. Static Content. Dynamic Content. News. Interactive Content. The Community Stack. Community Elements. Types of Communities. The Business Community. Consumer Community. The Commerce Stack. Big Businesses. Small/Medium Enterprises (SMEs). Community. Individuals. Business-to-Business. Business-to-Consumer. Consumer-to-Consumer. Methods of Commerce. Direct Commerce. The Service Providers.
Physical Infrastructure. Facilities. Furnishings. Communications. Infrastructure Example. The Network Infrastructure. Network Layout. Firewall. Routers and Switches. Network Connectivity. Computer Hardware. Outsourcing Server Functionality. Software. Office Software. Enterprise Software. Baseline Measurement for CFA. Application Service Provider. Baseline Measurement for Evaluating ASPs. Illustrative Scenario for an ASP Implementation. E-Commerce Platform. Attraction. Interaction. Transaction. Meeting Content Management Needs. Merchandising. Baseline Measurements for Merchandising. Navigation. Customization. Baseline Measurements for Personalization. Baseline Measurements for Customization. Baseline Measurements for Need. Example: E-Commerce Platform Costs for a B2C Store. E-Commerce Enterprise Architecture. E-Commerce Software Environments. Ten Rules for Choosing and Operating the Internet Platform.
Content is Valuable. The Nature of Content. Static Online Content. Dynamic Online Content. Interactive Online Content. HealthyInfo.com: An Online Health Site. DigitallyEntertained.com: An Online Entertainment Site. Content Production. Content Sources. Content Management. Content Distribution. Content Aggregation. Content Technology. Content Standards. XML: Facilitating Information Exchange. XML Jargon. Content Management Tools. Content Delivery. Top 10 Questions for Evaluating Content Appropriateness.
Elements of a Community. The Target Audience. Enabling Interactivity. Monetizing Membership. Community: The Four Dimensions. Assets and Key Drivers. Characteristics of Online Communities. Cost Structures of Online Communities. Revenue Structures of Online Communities. Top 10 Rules for Setting up Online Communities.
The E-commerce Environment. Stores. Role of Offline Retailers. The Hybrid Store of the Future. Marketplaces. Buyer-Centricity. Seller-Centricity. Characteristics of Exchanges. Vertical and Horizontal Exchanges. Pricing on Exchanges. Ecosystems. The Value Stack. CommerceOne. Ariba Commerce Platform.
Pricing. The Nature of Markets and Determination of Pricing. Fixed Price. Name Your Price (Bid/Ask). Negotiated Pricing. Auctions. Barter. Dynamic Exchanges.
Basics of Branding. Branding on the Internet. Direct Marketing. Permission Marketing. Affiliate Marketing. Affiliate Marketing Network. Internet Advertising. Characteristics of Online Advertising. Value Considerations. Revenue Basis. Types of Advertising. Analysis of Marketing Effectiveness. Marketing Campaign Elements. Sample Analysis.
Business Structure. Evolution of Business Strategy. Strategy: Understanding the Industry. Understanding One's Own Company. Setting the Basis for Change in Strategy. Effective Implementation of Strategy. Business Process Mapping. Choices, Controls, and Consequences. Choices. Controls. Consequences. Modeling an E-Commerce Store. Industry Analysis. Business Process Mapping. Modeling Strategy. Platform Choices. Content Production. Community Development. Commerce Platform. Resource Utilization. Operations Staffing. Customer Acquisition. Customer Acquisition Costs. Enterprise Modeling. Modeling Scenarios and Assumptions. Objectives of Modeling. Results of Modeling. Conclusions.