Three Clicks Away: Advice from the Trenches of eCommerce,9780471436829

Three Clicks Away: Advice from the Trenches of eCommerce

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ISBN13: 9780471436829
ISBN10: 0471436828
Format: eBook
Pub. Date: 2002-03-01
Publisher(s): Wiley
Availability: This title is currently not available.
List Price: $40.60

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Summary

On the Web, you should never be more than 3 clicks away from the information you need 3 Clicks Away delivers the collective experience of three distinguished Internet strategists who have led e-commerce initiatives for such notable firms as Gateway, Dow Jones, iVillage, Nickelodeon, and Casio. This book is a tactical guide that demonstrates how to develop e-commerce strategy, revamp the organization so that it can support e-commerce initiatives, and manage complex multidisciplinary projects. 3 Clicks Away provides the solutions and tools executives and managers need to successfully launch and maintain e-commerce sites. It provides critical information on organizational, financial, and project management tactics.

Table of Contents

Foreword ix
Introduction xi
Section I Strategy
Formulating an Online Strategy
3(8)
Get a Strategy
3(1)
Process Improvement
4(3)
Electrification
7(1)
New Paradigms
8(1)
Generate Value
8(3)
Understanding the Web Landscape
11(53)
A Brief History of the Internet
11(3)
Content Publishing
14(5)
Shopping
19(9)
Communities
28(4)
Portals
32(5)
B2B, B2C, B2---Who Cares?!?
37(3)
Financial Services
40(3)
Exchanges and Markets
43(3)
ASPs
46(2)
ISPs
48(9)
XXX on the WWW
57(3)
Internet-Enabled Mobile Devices and WAP
60(4)
Advertising on the Web
64(13)
The Banner Ad
64(2)
Other Types of Ads
66(1)
Tracking
67(3)
Barter Advertising
70(1)
How Web Media Are Bought
71(6)
Section II Organization
Staffing
77(19)
Classic Culture Clashes
77(3)
Recruiting
80(9)
Consultants
89(3)
Compensation and Equity
92(4)
Web Roles
96(38)
Information Architecture, User Interface, and Usability
96(6)
Programming and Development
102(3)
Architecture
105(2)
Operations
107(3)
Legal
110(12)
Quality Assurance
122(2)
Producers and Project Managers
124(2)
Senior Management
126(8)
Starting a Start-Up
134(14)
Why Start-Ups Succeed and Why They Fail
134(1)
Checklist for Web Success
134(2)
Business Planning and Funding
136(7)
Looking for Liquidity Events
143(3)
The Nouveau Riche: How to Spend the Money Once You've Got It
146(2)
Growing Your E-commerce Organization
148(14)
P&L Responsibility and Channel Conflict
148(3)
Reporting Structures
151(3)
Growing and Managing Your Business
154(5)
The Virtual Office
159(3)
Outside Resources
162(13)
The Evolution of e-commerce
162(5)
Web Shops
167(1)
Boutiques
168(1)
The Hungry Bears
168(1)
Full Integration
169(1)
Incubators
169(1)
Cheap Site Generators
170(1)
Off the Beaten Track
171(1)
Free
172(3)
Section III Project Management
Project Organization
175(7)
Budget Estimation
176(2)
The Importance of Planning
178(1)
Getting Approval
179(3)
Specification
182(13)
JAD Sessions
182(3)
Estimating Web Projects
185(4)
Documentation
189(3)
Service Level Agreements
192(3)
Development to Launch and Beyond
195(10)
Web Development
195(2)
Deployment
197(4)
Traffic Analysis, Reporting, and Metrics
201(4)
Notes 205(8)
Glossary 213(12)
Index 225(10)
About the Authors 235

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