Wiley Pathways E–Business

<p>Part 1 Getting Started in E–Business</p>
<p>Chapter 1 An Introduction to E–Business 1</p>
<p>Introduction 2</p>
<p>1.1&nbsp;The History of the Internet and E–Businesses 2</p>
<p>1.2&nbsp;The Power of Selling on the Internet 5</p>
<p>1.3&nbsp;What Can You Sell Online 8</p>
<p>1.4&nbsp;Popular E–Business Models 14</p>
<p>Chapter 2 The Law, Ethics, and Consumer Policies 23</p>
<p>Introduction 24</p>
<p>2.1 Legal Organization Options 24</p>
<p>2.2 Identification Numbers, Licenses, and Zoning 30</p>
<p>2.3 Understanding Copyrights and Trademarks 35</p>
<p>2.4 The Basics of Business Ethics 39</p>
<p>2.5 Establishing Online Policies 42</p>
<p>Chapter 3 Planning an E–Business 63</p>
<p>Introduction 64</p>
<p>3.1 Developing a Business Idea 64</p>
<p>3.2 Analyzing a Business Idea 69</p>
<p>3.3 Identifying a Target Market 75</p>
<p>3.4 The Value of a Business Plan 79</p>
<p>3.5 The Elements of an Effective Business Plan 83</p>
<p>Chapter 4 Financing and Launching an E–Business 97</p>
<p>Introduction 98</p>
<p>4.1 Launching a Business on a Tight Budget 98</p>
<p>4.2 Common Sources of Financing 104</p>
<p>4.3 Hiring Employees 112</p>
<p>4.4 Purchasing an Existing Web Site 116</p>
<p>Chapter 5 Accounting and Taxes 133</p>
<p>Introduction 134</p>
<p>5.1 The Basics of E–Business Accounting 134</p>
<p>5.2 Income Taxes for E–Businesses 142</p>
<p>5.3 Employment and Sales Taxes 145</p>
<p>5.4 Professional Accounting Support 148</p>
<p>Part 2 Operating an E–Business</p>
<p>Chapter 6 Online Payments and Shopping Carts 163</p>
<p>Introduction 164</p>
<p>6.1 Accepting Payments with Credit CRDS 164</p>
<p>6.2 Alternative Payments Options 172</p>
<p>6.3 An Introduction to Shopping Carts 177</p>
<p>6.4 Exploring Shopping Cart Solutions 182</p>
<p>Chapter 7 Products, Inventory, and Fulfillment 191<br /> <br /> Introduction 192</p>
<p>7.1 Selecting and Pricing Products 192</p>
<p>7.2 Building and Managing Inventory 198</p>
<p>7.3 Successful Fulfillment Strategies 202</p>
<p>7.4 Shipping Products 209</p>
<p>Chapter 8 Marketing and E–Business 219</p>
<p>8.1 Marketing Basics: Branding and Budgeting 220</p>
<p>8.2 E–Business Advertising 224</p>
<p>8.3 Marketing to Newsgroups and Mailing Lists 230</p>
<p>8.4 Creative Promotional Strategies 234</p>
<p>Chapter 9 Effectively Using Search Engines 251</p>
<p>Introduction 252</p>
<p>9.1 An Introduction to Search Engines 252</p>
<p>9.2 Signing Up with Search Engines 256</p>
<p>9.3 &lt;META Tags&gt; and Keywords 264</p>
<p>9.4 Search–Engine Rankings 269</p>
<p>Chapter 10 E–Business Customer Service 279</p>
<p>Introduction 280</p>
<p>10.1 Understanding and Serving Online Customers 280</p>
<p>10.2 Sharing Product Information Online 288</p>
<p>10.3 Effectively Using Email for Customer Service 293</p>
<p>10.4 Advanced Customer Service Strategies 298</p>
<p>Part 3 Creating and Operating a Web Site</p>
<p>Chapter 11 Equipment, Software, and Web Hosting 307</p>
<p>Introduction 308</p>
<p>11.1 Basic Office Equipment 308</p>
<p>11.2 Essential Software 316</p>
<p>11.3 Internet Service Providers 321</p>
<p>11.4 Selecting a Web Host 325</p>
<p>Chapter 12 Successful Web Site Design 337</p>
<p>Introduction 338</p>
<p>12.1 Choosing and Registering Domain Names 338</p>
<p>12.2 Planning and Designing an Effective Web Site 346</p>
<p>12.3 Working with a Professional Web Designer 355</p>
<p>12.4 Launching a New Web Site 361</p>
<p>Chapter 13 Tracking and Analyzing Customer Data 371</p>
<p>Introduction 372</p>
<p>13.1 Assessing Web Site Traffic 372</p>
<p>13.2 Traffic Analysis with Software 380</p>
<p>13.3 Collecting Customer Information 386</p>
<p>13.4 Putting Customer Data to Work 392</p>
<p>Chapter 14 E–Business Security 401</p>
<p>Introduction 402</p>
<p>14.1 E–Commerce Risks and Security 402</p>
<p>14.2 Internet Security Threats 409</p>
<p>14.3 Security Planning 418</p>
<p>14.4 Advanced Topics in E–Business Security 423</p>
<p>Glossary 433</p>
<p>Index 443</p>