The market-leading text for E-commerce. This comprehensive, market-leading text emphasizes the three major driving forces behind E-commerce—technology change, business development, and social issues—to provide a coherent conceptual framework for understanding the field.The tenth edition features updates to the text, data, figures, and tables based on the latest marketing and business intelligence available from eMarketer, Pew Internet & American Life Project, Forrester Research, comScore, Gartner Research, and other industry sources. All opening, closing and “Insight on” cases are new or updated.


本書優點特色
This text highlights the following themes and content: Headlines1. The mobile, digital Internet platform finally arrives, offering location-based services, movies, books, shopping, and payment 2. Social networks such as Twitter and Facebook continue their exponential growth, laying the groundwork for a “social E-commerce platform,” and continued expansion of social marketing opportunities 3. Online privacy continues to deteriorate, driven by a culture of self-revelation and powerful technologies for collecting personal information online 4. Internet security risks increase; cyberwarfare becomes a national security issueBusiness1. Coming out of the recession, E-commerce revenues surge by 12% in 2010–faster than traditional retail 2. Internet advertising also rebounds from the recession 3. E-books finally take off, supported by the iPad, Kindle, Nook, and iPhone 4. Watching TV and movies online becomes a reality (Netflix, Hulu.com), as Internet distributors, and Hollywood and TV producers strike deals for Web distribution with the protection of intellectual property 5. "Free" and "Freemium" business models compete to support digital contentTechnology 1. Smartphones, netbooks, and E-book readers–along with associated software applications, and coupled with 3G and 4G cellular network expansion–fuel rapid growth of the mobile digital platform 2. Investment in cloud computing increases, providing the computing infrastructure for a massive increase in online digital information and E-commerce 3. Touch interface operating systems emerge: Apple's iPhone, and Google's Android and Chrome operating systems enter Microsoft's traditional Windows market 4. The cost of developing sophisticated Websites continues to drop due to declining software and hardware prices and open source software tools 5. Cellular network capacity is challenged by the rapid expansion in digital traffic generated by mobile devices 6. Internet telecommunications carriers support differential pricing to maintain a stable Internet; opposed by Net neutrality groups pushing non-discriminatory pricingSociety1. Continued growth of the mobile, "always on" culture in business and family life 2. Congress considers legislation to regulate the use of personal information by social networking sites and Internet advertising agencies 3. Intellectual property issues remain a source of conflict with significant movement toward resolution in some areas, such as Google’s deal with publishing industry, and Apple's deal with E-book publishers 4. P2P piracy traffic declines as streaming videos and music gain ground, although digital piracy of online content remains an issue 5. Governments around the world increase surveillance of Internet users and Websites in response to national security threats; Google leaves China over censorship and security issues 6. Most new Internet growth occurs in Asia and China although E-commerce growth lags in emerging markets due to the absence of payment systems 7. Localization of Web increases, resulting in a multi-national and multi-lingual Internet contrary to early ambitions 8. Venture investing in E-commerce start-ups continues at a low pace, yet entrepreneurial startup firms are as numerous as ever because of falling technology costsChapter-Opening Cases. In order to help students see how the topics they’re going to read work in the real world, each chapter opens with a case y about a leading E-commerce company. These cases relate the key objectives of the chapter to a real-life E-commerce business venture. Some of hte companies featured include:1. Netflix 2. Facebook 3. Twitter 4. Volkswagen“Insight On” Cases. Each chapter contains two or three short real-world cases that illustrate the themes of technology, business, and society. These cases provide students with a rich understanding of e-commerce and up-to-date coverage of leading controversies and developments. Some of the topics these cases address are: 1. Cloud computing 2. The ability of governments to regulate Internet content 3. The security risks involved with using smartphones 4. Social operating systemsChapter-Closing Case Studies. Each chapter concludes with a case study based on a real-world organization. These cases help refresh students’ understanding of chapter concepts by having them apply their knowledge to concrete problems and scenarios such as: 1. Pandora's use of the freemium business model 2. The marketing strategies of ExchangeHunterJumper.com, an innovative start-up business 3. Behavioral targeting and real-time advertising 4. How OpenTable created a national market in restaurant reservationsProjects. At the end of each chapter are a number of projects that encourage students to apply chapter concepts using higher-level evaluation skills. Many of these projects make use of the Internet and require students to present their findings in an oral presentation or written report. For example, students may be asked to evaluate publicly available information about a company’s financials at the SEC website, assess payment system options for companies across international boundaries, and/or search for the top ten cookies and the sites