Michael J. Cunningham - Smart things to know about e-commerce
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The right of Mike Cunningham to be identified as the author of this work has been asserted in accordance with the Copyright, Designs and Patents Act 1988
First published 2000 by Capstone Publishing Limited Oxford Centre for Innovation Mill Street Oxford OX2 0JX United Kingdom http://www.capstone.co.uk
Reprinted 2000
All rights reserved. Except for the quotation of short passages for the purposes of criticism and review, no part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the publisher.
CIP catalogue records for this book are available from the British Library and the US Library of Congress
ISBN 1-84112-040-5
Typeset in 11/15 pt Sabon by Sparks Computer Solutions Ltd, Oxford http://www.sparks.co.uk Printed and bound by T.J. International Ltd, Padstow, Cornwall
This book is printed on acid-free paper
Substantial discounts on bulk quantities of Capstone books are available to corporations, professional associations and other organizations. If you are in the USA or Canada, phone the LPC Group for details on (1-800-626-4330) or fax (1-800-243-0138). Everywhere else, phone Capstone Publishing on (+44-1865-798623) or fax (+44-1865-240941).
Page v
For my wife Sally and my children Ian, Terri, Ryan and Alasdair. For their continuous love and support, and their understanding of Internet time and the staff, clients and business partners of the Harvard Computing Group, for the opportunity to learn and work in the most exciting business sector on the planet.
Page vii
Contents
What Is Smart?
ix
Preface
xi
1 The Internet and E-commerce Evolution
1
2 Think E-commerce Think Change!
29
3 E-commerce Technologies That Matter
53
4 Electronic Consumers Attracting, Predicting and Engaging Them
71
5 Business to Business E-commerce
99
6 Building Your Own Strategy
129
Page viii
7 Making It Happen Doing E-commerce
155
8 Out There
191
Recommended Reading
205
Glossary
207
Index
225
Page ix
What Is Smart?
The Smart series is a new way of learning. Smart books will improve your understanding and performance in some of the critical areas you face today like customers, strategy, change, e-commerce, brands, influencing skills, knowledge management, finance, teamworking, partnerships.
Smart books summarize accumulated wisdom as well as providing original cutting-edge ideas and tools that will take you out of theory and into action.
The widely respected business guru Chris Argyris points out that even the most intelligent individuals can become ineffective in organizations. Why? Because we are so busy working that we fail to learn about ourselves. We stop reflecting on the changes around us. We get sucked into the patterns of behavior that have produced success for us in the past, not realizing that it may no longer be appropriate for us in the fast-approaching future.
Page x
There are three ways the Smart series helps prevent this happening to you:
by increasing your self-awareness
by developing your understanding, attitude and behavior
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