Wiley Pathways E-Business

ISBN-13: 9780470198575 / Angielski / Miękka / 2008 / 480 str.

Greg Holden; Shannon Below; Joel Elad

Opis

For anyone thinking about starting an online business, this resource provides all the steps needed to take an idea and turn it into reality. Wiley Pathways E-Business begins by discussing the legal considerations involved in launching the business as well as tips for acquiring the necessary financing. It also delves into the techniques to follow for operating the e-business, including selecting the right products, managing inventory, creating a marketing plan, and more. The book then covers how to create a secure Web site that can track customer data.

Spis treści

Part 1 Getting Started in E–Business

Chapter 1 An Introduction to E–Business 1

Introduction 2

1.1 The History of the Internet and E–Businesses 2

1.2 The Power of Selling on the Internet 5

1.3 What Can You Sell Online 8

1.4 Popular E–Business Models 14

Chapter 2 The Law, Ethics, and Consumer Policies 23

Introduction 24

2.1 Legal Organization Options 24

2.2 Identification Numbers, Licenses, and Zoning 30

2.3 Understanding Copyrights and Trademarks 35

2.4 The Basics of Business Ethics 39

2.5 Establishing Online Policies 42

Chapter 3 Planning an E–Business 63

Introduction 64

3.1 Developing a Business Idea 64

3.2 Analyzing a Business Idea 69

3.3 Identifying a Target Market 75

3.4 The Value of a Business Plan 79

3.5 The Elements of an Effective Business Plan 83

Chapter 4 Financing and Launching an E–Business 97

Introduction 98

4.1 Launching a Business on a Tight Budget 98

4.2 Common Sources of Financing 104

4.3 Hiring Employees 112

4.4 Purchasing an Existing Web Site 116

Chapter 5 Accounting and Taxes 133

Introduction 134

5.1 The Basics of E–Business Accounting 134

5.2 Income Taxes for E–Businesses 142

5.3 Employment and Sales Taxes 145

5.4 Professional Accounting Support 148

Part 2 Operating an E–Business

Chapter 6 Online Payments and Shopping Carts 163

Introduction 164

6.1 Accepting Payments with Credit CRDS 164

6.2 Alternative Payments Options 172

6.3 An Introduction to Shopping Carts 177

6.4 Exploring Shopping Cart Solutions 182

Chapter 7 Products, Inventory, and Fulfillment 191

Introduction 192

7.1 Selecting and Pricing Products 192

7.2 Building and Managing Inventory 198

7.3 Successful Fulfillment Strategies 202

7.4 Shipping Products 209

Chapter 8 Marketing and E–Business 219

8.1 Marketing Basics: Branding and Budgeting 220

8.2 E–Business Advertising 224

8.3 Marketing to Newsgroups and Mailing Lists 230

8.4 Creative Promotional Strategies 234

Chapter 9 Effectively Using Search Engines 251

Introduction 252

9.1 An Introduction to Search Engines 252

9.2 Signing Up with Search Engines 256

9.3 <META Tags> and Keywords 264

9.4 Search–Engine Rankings 269

Chapter 10 E–Business Customer Service 279

Introduction 280

10.1 Understanding and Serving Online Customers 280

10.2 Sharing Product Information Online 288

10.3 Effectively Using Email for Customer Service 293

10.4 Advanced Customer Service Strategies 298

Part 3 Creating and Operating a Web Site

Chapter 11 Equipment, Software, and Web Hosting 307

Introduction 308

11.1 Basic Office Equipment 308

11.2 Essential Software 316

11.3 Internet Service Providers 321

11.4 Selecting a Web Host 325

Chapter 12 Successful Web Site Design 337

Introduction 338

12.1 Choosing and Registering Domain Names 338

12.2 Planning and Designing an Effective Web Site 346

12.3 Working with a Professional Web Designer 355

12.4 Launching a New Web Site 361

Chapter 13 Tracking and Analyzing Customer Data 371

Introduction 372

13.1 Assessing Web Site Traffic 372

13.2 Traffic Analysis with Software 380

13.3 Collecting Customer Information 386

13.4 Putting Customer Data to Work 392

Chapter 14 E–Business Security 401

Introduction 402

14.1 E–Commerce Risks and Security 402

14.2 Internet Security Threats 409

14.3 Security Planning 418

14.4 Advanced Topics in E–Business Security 423

Glossary 433

Index 443

O autorze

Greg Holden is the author of more than thirty books on computers and the Internet. Virtually all of his books provide both entrepreneurs and small businesses, respectively, with the knowledge and tools they need to expand their operations to include the Internet. Some recent titles that Holden has been a part of include eBay PowerUser′s Bible and Starting an Online Business for Dummies, both published by Wiley.

Blurb

You can get there

Whether you re already working in the e–business field and looking to expand your skills, or setting out on a new career path, Wiley Pathways E–Businessomeland Home will help you get there. Easy–to–read, practical, and up–to–date, this text helps you learn about e–business development and execution.  It also helps you master the core competencies and skills you need to succeed when running an e–business.

With this book, you will be able to:

• Take an e–business from an idea to a working Web site, develop a business plan, and obtain funding from a variety of sources.
• Effectively use keywords and META tags to get search engines to notice your e–business, and monitor and manage search engine rankings.
• Choose ways of accepting customer payments for goods and services, an appropriate shopping cart for your website, and the right method of inventory and fulfillment.
• Work with designers to create a winning site and register the best possible name for a business.
• Understand the applicable licenses and laws for starting and running a business, including related trademark and copyright issues, and make the correct accounting– and tax–related decisions.
• Avoid online security risks and create safe online business practices, including strategies for protecting and backing up customer data.

Wiley Pathways helps you achieve your goals

The books in this series offer a coordinated curriculum for learning about business. Learn more at www.wiley.com/go/pathways.