Table of contents for Mastering e-business / Jonathan Groucutt and Paul Griseri.


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PART I THE BASIC CONTEXT
1 What is the e-environment?                                      3
   Introduction - Learning objectives - The mystique of the
   computer - Welcome to Cyber World - Where did it all begin? -
   The pace of change: Keeping up with the information flow - The
   impact of new media: The move towards the global village -
   Convergence of technologies: All our futures - Defining e-business
   and e-commerce - The size and scope of e-business - How does the
   e-environment work? Summary - Further reading - Questions for
   review and reflection - Notes and references - Addendum: How the
   internet actually works

2 The commercial impact of e-business                                 32
   Introduction - Learning objectives - How e-business can change
   the nature of products and services - A value chain analysis of
   e-business - e-business and the five forces of industry dynamics -
   Modelling e-business - Further reading - References - Questions
   for review and reflection - Ideas for further study
   Case study: Action Leisure Centre                                  47

3 The social impact of e-business                                     49
   Introduction - Learning objectives - Political implications -
   Economic implications - Social implications - Technological
   implications - Legal implications - Environmental implications -
   Ethical implications - Further reading - Notes and references -
   Questions for review and reflection - Ideas for further study

4 e-risk: security and vulnerability on the internet                  66
    Introduction - Learning objectives - The scale of exposure -
    Internal exposure - External exposure - Types of hacking -
    Remedies for external exposure - Summary - Notes and
    references - Questions for review and reflection





PART II MARKETING AND THE INTERNET
5 e-marketing: the same people, same needs, different services?   91
   Introduction - Learning objectives -The role of marketing in
   the e-business world - What is e-marketing? - Real-time
   capabilities - Who are e-marketers' customers? - Understanding
   e-customers - Marketing research - The development of
   e-procurement and e-marketplaces - The relationship
   between e-marketing and direct marketing - e-Marketing,
   e-logistics and e-distribution - Summary - Further reading -
   Questions for review and reflection - Notes and references
   Case studies: Bayer AG                                            103
                Tesco plc                                            107
                easyjet                                              107

6 Segmentation, targeting and positioning                            111
   Introduction - Learning objectives - What business is the
   organisation in? - What are segmentation, targeting and
   positioning? - The future - Summary - Questions for review and
   reflection - Notes and references

7 Marketing communications                                           120
   Introduction - Learning objectives - Definitions and purpose of
   marketing communications - Integrating marketing
   communications - Marketing communications techniques - types
   of Internet advertising - Does advertising on the Internet work? -
   Anti-advertising - Summary - Further reading - Questions for
   review and reflection - Notes and references
   Case studies: Heinz Foods                                         124
                 Royal Caribbean International                       126
                 Pringles                                            127
                 iVillage.com                                        131
                 The Economist                                       134
                 Dell                                                138
                 Prudential plc/Egg plc                              141
                 James Bond's 40th Anniversary                       142
                 The story of a security service: MI5                143
                 A thought too far                                   144
                 McLibel trial                                       145
                 Lee Jeans                                           147
                 e-cards Decca Classics and John Barry                147

8 Relationship e-marketing                                           152
    Introduction - Learning objectives - What is relationship
    marketing? - Capture and employ customer information - Link
    value metrics to CRM iniatives - The value of information in




   relationship building - Summary - Further reading - Questions for
   review and reflection - Notes and references
   Case studies: University of Texas research                        155
                e-mail alerts                                        168
                Harry Potter                                         174


PART III IMPLEMENTING E-BUSINESS
9 Operational implications of the internet                           179
    Introduction - Learning objectives - The supply chain - The
    context of supply chain management - Supply chain networks and
    upstream/downstream B2B - Intermediaries - Data exchange -
    The electronic marketplace - Private networks and collaborative
    commerce - Questions for review and reflection - Notes and
    references

10 Managing people and organisation in e-businesses                  198
    Introduction - Learning objectives - Structure and people -
    Business models and organisational structure - The key people
    management issues - Quality of performance and particularly
    customer service - Job design and patterns of working -
    Innovation - Dynamics of how strategic competences and
    capabilities are assembled - Questions for review and reflection -
    Notes and references

11 The financial implications of e-business                          216
    Introduction - Learning objectives - Identifying and measuring
    the key financial elements of e-businesses - Revenue
    management - Revenue models and revenue growth - Profit in
    e-business - Investment in e-business - Questions for review and
    reflection - Notes and references


PART IV THE FUTURE OF E-BUSINESS
12 Developing user communities                                       235
    Introduction - Learning objectives - What is a user community? -
    Personalisation: understanding the customer's requirements -
    Metcalf's Law - Communities and brand building - Summary -
    Questions for review and reflection - Notes and references
    Case study: Online MBA programme                                 239

13 The future                                                        250
     Introduction - Learning objectives - Looking back into history to
     view the future - Where do we go from here? - So, what of the
     future? - The link to e-business - Summary - Questions for review
     and reflection - Notes and references





Index of Companies and Organisations                                268
Index of Web References                                             270
Index of Proprietary References                                     271
Name Index                                                          272
Subject Index                                                       274





Library of Congress Subject Headings for this publication: Electronic commerce Management