E-Commerce 2023 Business, Technology, Society 17th Edition Kenneth C. Laudon

E-Commerce 2023 Enterprise, Know-how, Society 17th Edition Kenneth C. Laudon

1. ISBN-10

   1292449721
2. ISBN-13

   978-1292449722

   Microsoft and/or its respective suppliers make no representations concerning the suitability of the data contained within the paperwork and associated graphics printed as a part of the companies for any function. All such paperwork and associated graphics are offered “as is” with out guarantee of any form. Microsoft and/or its respective suppliers hereby disclaim all warranties and situations with regard to this data, together with all warranties and situations of merchantability, whether or not categorical, implied or statutory, health for a selected function, title and non-infringement. In no occasion shall Microsoft and/or its respective suppliers be chargeable for any particular, oblique or consequential damages or any damages in any way ensuing from lack of use, information or earnings, whether or not in an motion of contract, negligence or different tortious motion, arising out of or in reference to the use or efficiency of knowledge out there from the companies. The paperwork and associated graphics contained herein might embody technical inaccuracies or typographical errors. Adjustments are periodically added to the data herein. Microsoft and/or its respective suppliers might make enhancements and/or modifications within the product(s) and/or this system(s) described herein at any time. Partial display screen photographs could also be seen in full inside the software program model specified. Microsoft® and Home windows® are registered logos of the Microsoft Company in the united statesA. and different international locations. This e book just isn’t sponsored or endorsed by or affiliated with the Microsoft Company. Pearson Schooling Restricted KAO Two KAO Park Hockham Manner Harlow Essex CM17 9SR United Kingdom and Related Firms all through the world Go to us on the World Broad Net at: www.pearsonglobaleditions.com © Kenneth C. Laudon and Carol Guercio Traver, 2022 The rights of by Kenneth C. Laudon and Carol Guercio Traver to be recognized because the authors of this work have been asserted by them in accordance with the Copyright, Designs and Patents Act 1988. Licensed adaptation from the US version, entitled E-commerce 2021: enterprise. expertise. society., sixteenth version, ISBN 978-0-13-693180-5, by Kenneth C. Laudon and Carol Guercio Traver, printed by Pearson Schooling © 2022. All rights reserved. No a part of this publication could also be reproduced, saved in a retrieval system, or transmitted in any type or by any means, digital, mechanical, photocopying, recording or in any other case, with out both the prior written permission of the writer or a license allowing restricted copying in the UK issued by the Copyright Licensing Company Ltd, Saffron Home, 6–10 Kirby Road, London EC1N 8TS. This publication is protected by copyright, and permission must be obtained from the writer previous to any prohibited replica, storage in a retrieval system, or transmission in any type or by any means, digital, mechanical, photocopying, recording, or in any other case. For data concerning permissions, request varieties, and the suitable contacts inside the Pearson Schooling World Rights and Permissions division, please go to www.pearsoned.com/permissions/. All logos used herein are the property of their respective house owners. The usage of any trademark on this textual content doesn’t vest within the writer or writer any trademark possession rights in such logos, nor does using such logos suggest any affiliation with or endorsement of this e book by such house owners. This eBook is a standalone product and should or might not embody all belongings that have been a part of the print model. It additionally doesn’t present entry to different Pearson digital merchandise like MyLab and Mastering. The writer reserves the appropriate to take away any materials on this eBook at any time. British Library Cataloguing-in-Publication Knowledge A list report for this e book is accessible from the British Library ISBN 10: 1-292-40931-2 ISBN 13: 978-1-292-40931-3 eBook ISBN 13: 978-1-292-40932-0 Cowl Picture: greenbutterfly/Shutterstock Typeset in ITC New Veljovic Professional Guide by Azimuth Interactive, Inc. eBook formatted by B2R Applied sciences Pvt. Ltd.

   3 PREFACE E-commerce 2021–2022: enterprise. expertise. society, 17th World Edition, gives you with an in-depth introduction to the sphere of e-commerce. We deal with key ideas, and the most recent empirical and monetary information, that may allow you to perceive and benefit from the evolving world of alternative supplied by e-commerce, which is dramatically altering the best way enterprise is performed and driving main shifts within the world economic system. The World Edition is geared toward college students and professionals within the European Union, the Center East, Asia-Pacific, Australia, and South Africa. Case research replicate e-commerce corporations in these areas, and figures and tables relate to those regional sources wherever potential. Simply as essential as our world orientation, we’ve got tried to create a e book that’s thought-provoking and present. We use the latest information out there, and deal with corporations that you’re more likely to encounter every day in your on a regular basis life, resembling Fb, Google, Twitter, Amazon, YouTube, Pinterest, eBay, Uber, WhatsApp, Snapchat, and lots of extra that you’ll acknowledge, in addition to some thrilling startups which may be new to you. World Edition instances embody ones that target Puma, Canva, Scratch, OVHcloud, Klook, Skyscanner, InMobi, Souq.com, ASOS, Revolut, Spotify, Deezer, Brut, and Alibaba, amongst others. We even have up-to-date protection of the important thing matters in e-commerce at this time, from privateness and piracy, to authorities surveillance, cyberwar, fintech, social-localcell advertising and marketing, Web gross sales taxes, mental property, and extra. You’ll find right here essentially the most up-to-date and complete overview of e-commerce at this time. The e-commerce ideas you be taught on this e book will make you worthwhile to potential employers. The e-commerce job market is increasing quickly. Many employers count on new staff to know the fundamentals of e-commerce, on-line advertising and marketing, and the best way to develop an e-commerce presence. Each trade at this time is touched in at the very least a way by e-commerce. The knowledge and information you discover on this e book will likely be worthwhile all through your profession, and after studying this e book, we count on that it is possible for you to to take part in, and even lead, administration discussions about e-commerce in your agency. WHAT’S NEW IN THE 17TH GLOBAL EDITION Careers in E-commerce On this version, on the finish of each chapter, we characteristic a piece on careers in e-commerce that examines a job posting by an internet firm for an entry-level place. We offer a short overview of the sphere and firm, some particulars concerning the place, an inventory of the {qualifications} and abilities which might be sometimes required, after which some tips on the best way to put together for an interview, in addition to displaying how the ideas realized in every chapter might help college students reply some potential interview questions. Foreign money The 17th version options all new or up to date opening, closing, and “Perception on” instances. The textual content, in addition to all the information, figures, and tables within the e book, have been up to date A01_LAUD9313_17_GE_FM.indd 3 5/31/2021 11:32:07 AM

   4 Preface by means of March 2021 with the most recent advertising and marketing and enterprise intelligence out there from eMarketer, Pew Analysis Heart, Forrester Analysis, Comscore, Gartner Analysis, and different trade and authorities sources. As well as, we’ve got added new, expanded, and/or up to date materials on numerous e-commerce matters which have appeared within the headlines throughout 2020, together with the next: • The numerous impression of the Covid-19 pandemic on e-commerce (all through and in addition as particularly famous within the following record). • The enlargement of on-demand companies resembling Uber (together with the impression of the Covid19 pandemic on Uber); challenges that cell apps pose to the Net’s dominance of the Web ecosphere, together with progressive net apps (PWAs); Rocket Web’s startup incubator, the privacy-related challenges going through Fb (together with the current record-breaking high quality and conditions imposed by the U.S. Federal Commerce Fee within the wake of the Cambridge Analytica scandal); and Puma’s omni-channel progress technique (Chapter 1). • How Canva leveraged a profitable enterprise mannequin to develop from a startup to unicorn; OpenRice’s social commerce-based enterprise mannequin (new Perception on Enterprise case); how startups are utilizing crowdfunding; linked automobiles as a brand new platform for e-commerce; Twitter’s continued efforts to discover a workable enterprise mannequin within the midst of a challenging social and political atmosphere (new end-of-chapter case research) (Chapter 2). • The impression of the pandemic on Web infrastructure and whether or not it might break the Web (new opening case); edge computing; enhanced variations of assorted Web protocols; 5G and new Wi-Fi requirements resembling Wi-Fi 5 and 6; BLE and using Bluetooth for contact tracing apps; growing tech large possession of Web backbones; growing concern concerning the necessity for broadband entry heightened by the pandemic (digital divide); new Web entry applied sciences resembling drones, balloons, and white area; developments in IoT together with a brand new Perception on Enterprise case specializing in the Web of All the pieces (IoE); the elevated significance on videoconferencing on account of the pandemic (new Perception on Know-how case on Zoom); wearable computing units such because the Apple Watch; digital and augmented actuality (together with new blended actuality units and purposes); synthetic intelligence and clever assistants (Chapter 3). • How Australia-based petfood startup Scratch constructed a profitable e-commerce presence from “scratch”; web site growth instruments to rapidly develop an e-commerce presence, resembling Weebly, Wix, WooCommerce, and Shopify; different net growth methodologies resembling agile growth, DevOps, component-based growth, and using net companies (together with SOA and microservices); dynamic web page era instruments resembling DHTML and Node.js, instruments for interactivity and lively content material resembling React, Vue, AngularJS, D3, jQuery, and TypeScript; e-commerce personalization instruments; growing deal with on-line accessibility, together with the impression of the most recent authorized selections; mobile-first and responsive design instruments (together with Flutter and React Native); the event of Hong Kong–based mostly Klook’s cell app; Skyscanner’s growth as a one-stop journey platform (new closing case research). A01_LAUD9313_17_GE_FM.indd 4 5/31/2021 11:32:07 AM

   Preface 5 • Elevated safety threats from exploit kits, malvertising, ransomware assaults on small and medium-sized companies, municipal governments and academic establishments, such because the ransomware assault on the College of Maastricht (new opening case); Trojans resembling Emotet and Trickbot, cryptojacking, Covid-related phishing scams, Nigerian e-mail and enterprise e-mail compromise (BEC) phishing, zoombombing, information breaches (together with at Marriott) and credential stuffing assaults, DDoS assaults, insider assaults, newly found software program vulnerabilities, social community safety points, smartphone safety points, IoT safety points and software program provide chain assaults; applied sciences for enhanced safety together with safer protocols (TLS, HTTPS, and WPA3), multifactor authentication and biometric safety methods, and using the zero belief cybersecurity framework; new safety laws; different on-line fee programs; cell fee programs (proximity and P2P) and applied sciences (NFC and QR code) together with Alipay and WeChat Pay; cryptocurrencies and blockchain expertise (Chapter 5). • InMobi’s cell promoting platform; impression of the Covid-19 pandemic; visible and voice search; advert fraud and viewability points; new IAB pointers; updates to Apple’s Clever Monitoring Prevention (ITP); points with programmatic promoting, together with model security (Chapter 6). • Pinterest as a social advertising and marketing and social e-commerce platform; influencers and influencer advertising and marketing; new social advertising and marketing instruments from, and campaigns on, Fb, Twitter, Pinterest, Instagram, TikTok, Snapchat, and LinkedIn; Accuracast’s social marketing analytics; social advertising and marketing challenges, together with advertiser boycotts; progress of 3-D cell advertising and marketing; privateness challenges going through location-based proximity advertising and marketing (Chapter 7). • The precise to be forgotten in Europe and the US; the California Shopper Privateness Act goes into impact; privateness points related to facial recognition; impression of EU Basic Knowledge Safety Regulation (GDPR) and up to date invalidation of Privateness Defend; overview of privateness legal guidelines in numerous nations; new technological privateness protections, together with new variations of Apple’s ITP; privateness as a enterprise; points with respect to regulation enforcement and authorities surveillance together with a brand new Perception on Technology case on contact tracing apps and the stress they pose between privateness and public well being; updates on DMCA laws and litigation, together with a brand new lawsuit towards the Web Archive for making digital copies of its total library extensively out there through the pandemic; EU copyright laws; the Supreme Court docket’s Reserving.com trademark determination; WIPO’s area title dispute decision course of; the EU’s Commerce Secret Directive; on-line gross sales tax developments in the US and Europe; internet neutrality developments; points with respect to CDA Part 230; on-line fantasy sports activities playing points; Huge Tech and antitrust points in the US and Europe, together with current investigations, authorities lawsuits, and record-breaking fines (Chapter 8). • Challenges posed by the Covid-19 pandemic for on-line retail and companies, significantly for journey companies; updates on Souq.com, Amazon, Airbnb, and OpenTable; progress of digital native verticals (manufacturer-direct); ASOS’s use of huge information; progress of social e-commerce together with Fb Retailers; success of fintech startups (together with new Perception on Enterprise case on Revolut); progress of social, cell, and distant recruiting; A01_LAUD9313_17_GE_FM.indd 5 5/31/2021 11:32:07 AM

   6 Preface updates on on-demand service corporations, together with Bawiq and Careem within the Center East (Chapter 9). • Spotify and Deezer’s streaming companies; new Perception on Society case on the media habits of Era Z; trade construction convergence continues; updates on on-line newspaper trade enterprise fashions, together with Fb Information; native digital information websites resembling France’s Brut; Apple Information journal and information aggregation app; replace on e-books, together with Kindle Limitless; streaming house leisure (tv and flicks) and music companies; the impression of Pokemon GO and emergence of e-sports, together with a brand new Perception on Know-how case on Twitch (Chapter 10). • LinkedIn in China and Russia; impression of the pandemic on social community utilization; new social networks, together with TikTok and MeWe; points involving social community influencers (new Perception on Society case); persevering with controversy over Fb algorithms and echo chamber impact; decline in recognition of on-line auctions; Yahoo Japan and Line merge to create megaportal and tremendous app; replace on eBay (Chapter 11). • Alibaba; the impression of the Covid-19 pandemic on provide chains, together with a brand new Perception on Society case on provide chain disruption; blockchain within the meals trade provide chain; cloud-based B2B; cell B2B; B2B advertising and marketing; Carrefour UAE’s use of collaborative commerce (new Perception on Enterprise case) (Chapter 12). FEATURES AND COVERAGE Sturdy Conceptual Basis: Enterprise, Know-how, Society The e book emphasizes the three main driving forces that permeate all points of e-commerce: enterprise development and technique, technological improvements, and social and authorized points and impacts. In every chapter, we discover how these forces relate to the chapter’s predominant matter, which gives college students with a robust and coherent conceptual framework for understanding e-commerce. Foreign money Vital new developments occur nearly on daily basis in e-commerce and the Web. We attempt to seize as many of those essential new developments as potential in every annual version. You’ll not discover a extra present e book for a course supplied for the 2021–2022 educational yr. Many different texts are already six months to a yr old-fashioned earlier than they even attain the printer. This textual content, in distinction, displays in depth analysis by means of March 2021, simply weeks earlier than the e book hits the press. Actual-World World Enterprise Agency Focus and Circumstances From Akamai Applied sciences to Google, Microsoft, Apple, and Amazon; to Fb, Twitter, and TikTok; to Netflix, YouTube, and Pinterest, this e book incorporates lots of of real-company examples and over 60 more-extensive instances that place protection within the context of precise e-commerce companies. You’ll discover these examples in every chapter, in addition to in particular options resembling chapteropening, chapter-closing, and “Perception on” instances. The e book takes a practical have a look at the world of e-commerce, describing what’s working and what isn’t, relatively than presenting a rose-colored or purely “educational” viewpoint. We try to keep up a essential perspective on e-commerce and keep away from trade hyperbole. A01_LAUD9313_17_GE_FM.indd 6 5/31/2021 11:32:07 AM

   Preface 7 In-depth Protection of Advertising and marketing and Promoting The textual content consists of two chapters on advertising and marketing and promoting, each conventional on-line advertising and marketing and social, cell, and native advertising and marketing. Advertising and marketing ideas, together with market segmentation, personalization, clickstream evaluation, bundling of digital items, long-tail advertising and marketing, and dynamic pricing, are used all through the textual content. In-depth Protection of B2B E-commerce We commit a complete chapter to an examination of B2B e-commerce. In penning this chapter, we developed a novel and simply understood classification schema to assist college students perceive this advanced area of e-commerce. This chapter covers e-commerce provide chains, e-distributors, e-procurement companies, exchanges, and trade consortia, in addition to the event of personal industrial networks and collaborative commerce. Present and Future Know-how Protection Web and associated data technologies proceed to alter quickly. Crucial modifications for e-commerce embody dramatic worth reductions in e-commerce infrastructure (making it a lot inexpensive to develop a classy e-commerce presence), the explosive progress within the cell plattype, and enlargement within the growth of social applied sciences, that are the inspiration of on-line social networks. Whereas we completely focus on the present Web atmosphere, we commit appreciable consideration to describing rising applied sciences and purposes such because the Web of Issues, blockchain, synthetic intelligence, augmented and digital actuality, and 5G and Wi-Fi 6, amongst many others. Up-to-Date Protection of the Analysis Literature This textual content is properly grounded within the e-commerce analysis literature. We’ve got sought to incorporate, the place applicable, references to and evaluation of the most recent e-commerce analysis findings, in addition to many traditional articles, in all of our chapters. We’ve got drawn particularly on the disciplines of economics, advertising and marketing, and knowledge programs and applied sciences, in addition to regulation journals and broader social science analysis journals together with sociology and psychology. Figures and tables sourced to “authors’ estimates” replicate evaluation of information from the U.S. Division of Commerce, estimates from numerous analysis corporations, historic traits, revenues of main on-line retailers, shopper on-line shopping for traits, and financial situations. Particular Consideration to the Social and Authorized Features of E-commerce We’ve got paid particular consideration all through the e book to the social and authorized context of e-commerce. Chapter 8 is dedicated to a radical exploration of moral dimensions of e-commerce, together with data privateness, mental property, governance, and defending public welfare on the Web. Writing That’s Enjoyable to Learn Not like some textbooks, we’ve been informed by many college students that this e book is definitely enjoyable to learn and simple to know. This isn’t a e book written by committee—you received’t discover a dozen totally different folks listed as authors, co-authors, and contributors on the title web page. We’ve got a constant voice and perspective that carries by means of your entire textual content and we imagine the e book is the higher for it. A01_LAUD9313_17_GE_FM.indd 7 5/31/2021 11:32:07 AM

   8 Preface OVERVIEW OF THE BOOK The e book is organized into 4 components. Half 1, “Introduction to E-commerce,” gives an introduction to the key themes of the e book. Chapter 1 defines e-commerce, distinguishes between e-commerce and e-business, and defines the several types of e-commerce. Chapter 2 introduces and defines the ideas of enterprise mannequin and income mannequin, describes the key e-commerce enterprise and income fashions for each B2C and B2B corporations, and introduces the essential enterprise ideas required all through the textual content for understanding e-commerce corporations together with trade construction, worth chains, and agency technique. Chapter 2 additionally features a part on the essential matter of e-commerce expertise and enterprise mannequin disruption. Half 2, “Know-how Infrastructure for E-commerce,” focuses on the expertise infrastructure that varieties the inspiration for all e-commerce. Chapter 3 traces the historical growth of the Web and completely describes how the Web, Net, and cell platform work. Chapter 4 focuses on the steps managers must comply with as a way to construct an e-commerce presence. This chapter covers the method that must be adopted in constructing an e-commerce presence; the key selections concerning outsourcing web site growth and/or internet hosting; how to decide on software program, {hardware}, and different instruments that may enhance web site efficiency; and points concerned in creating a cell web site and cell purposes. Chapter 5 focuses on e-commerce safety and payments, constructing on the e-commerce infrastructure dialogue of the earlier chapter by describing the methods safety may be offered over the Web. This chapter defines digital data safety, describes the key threats to safety, after which discusses each the expertise and coverage options out there to enterprise managers searching for to safe their agency’s websites. This chapter concludes with a piece on e-commerce fee programs. We establish the varied kinds of on-line fee programs (bank cards, saved worth fee programs resembling PayPal, digital wallets, and others), the event of cell and social fee programs resembling Apple Pay, Venmo, Zelle, and Fb Messenger, in addition to a piece on cryptocurrencies and blockchain, the expertise underlying cryptocurrencies. Half 3, “Enterprise Ideas and Social Points,” focuses straight on the enterprise concepts and social-legal points that encompass the event of e-commerce. Chapter 6 focuses on e-commerce shopper habits, the Web viewers, and introduces the scholar to the fundamentals of on-line advertising and marketing and branding, together with conventional on-line advertising and marketing applied sciences and advertising and marketing methods. Subjects embody the web site as a marketing platform, search engine advertising and marketing and promoting, show advert advertising and marketing, e-mail campaigns, affiliate and lead era advertising and marketing applications, multichannel advertising and marketing, and numerous buyer retention methods resembling personalization (together with curiositybased mostly promoting, often known as behavioral focusing on) and customer support instruments. The chapter additionally covers different advertising and marketing methods resembling pricing and long-tail advertising and marketing. Web advertising and marketing applied sciences (net transaction logs, monitoring recordsdata, information mining, and massive information) and advertising and marketing automation and CRM programs are additionally explored. The chapter A01_LAUD9313_17_GE_FM.indd 8 5/31/2021 11:32:07 AM

   Preface 9 concludes with a piece on understanding the prices and advantages of assorted kinds of on-line advertising and marketing, together with a piece on advertising and marketing analytics software program. Chapter 7 is dedicated to an in-depth evaluation of social, cell, and native advertising and marketing. Subjects embody Fb, Twitter, Pinterest, and different social media advertising and marketing platforms resembling Instagram, Snapchat, TikTok, and LinkedIn, the evolution of cell advertising and marketing, and the developing use of geo-aware applied sciences to help proximity advertising and marketing. Chapter 8 gives a radical introduction to the social and authorized atmosphere of e-commerce. Right here, you’ll find an outline of the moral and authorized dimensions of e-commerce, together with a radical dialogue of the most recent developments in private data privateness, intellectual property, Web governance, questions surrounding Huge Tech and competitors, jurisdiction, and public well being and welfare points resembling pornography, playing, and well being data. Half 4, “E-commerce in Motion,” focuses on real-world e-commerce experiences in retail and companies, on-line media, auctions, portals, and social networks, and enterpriseto-business e-commerce. These chapters take a sector strategy relatively than the conceptual strategy used within the earlier chapters. E-commerce is totally different in every of those sectors. Chapter 9 takes an in depth have a look at the expertise of corporations within the retail market for each items and companies, in addition to on-demand service corporations resembling Uber and Airbnb. Chapter 9 additionally consists of an “E-commerce in Motion” case that gives an in depth evaluation of the enterprise methods and monetary working outcomes of Amazon, which can be utilized as a mannequin to research different e-commerce corporations. Chapter 10 explores the world of on-line content material and digital media and examines the large modifications in on-line publishing and leisure industries which have occurred over the past two years, together with on-line newspapers and magazines, e-books, streaming house entertainment, motion pictures, and music, and on-line video games and e-sports. Chapter 11 explores the web world of social networks, auctions, and portals. Chapter 12 concentrates on the world of B2B e-commerce, describing e-commerce provide chains, and numerous kinds of B2B enterprise fashions, together with several types of Internet marketplaces in addition to the less-heralded, however very giant area of personal industrial networks and the motion towards collaborative commerce. PEDAGOGY AND CHAPTER OUTLINE The e book’s pedagogy emphasizes scholar cognitive consciousness and the flexibility to analyze, synthesize, and consider e-commerce companies. Whereas there’s a robust information and conceptual basis to the e book, we search to have interaction scholar curiosity with energetic writing about e-commerce companies and the transformation of enterprise fashions at conventional corporations. Every chapter incorporates numerous components designed to make studying straightforward in addition to fascinating. Studying Goals An inventory of studying goals that highlights the important thing ideas within the chapter guides scholar research. A01_LAUD9313_17_GE_FM.indd 9 5/31/2021 11:32:07 AM

   10 Preface Chapter-Opening Circumstances Every chapter opens with a narrative a few main e-commerce firm or matter that relates the important thing goals of the chapter to a real-life e-commerce enterprise enterprise or difficulty. A01_LAUD9313_17_GE_FM.indd 10 5/31/2021 11:32:08 AM

   Preface 11 “Perception on” Circumstances Every chapter incorporates three real-world instances illustrating the themes of expertise, business, and society. These instances take an in-depth have a look at related matters to assist describe and analyze the complete breadth of the sphere of e-commerce. The instances probe such points as the flexibility of governments to control Web content material, the best way to design web sites for accessibility, the challenges confronted by luxurious marketers in on-line advertising and marketing, and smartphone safety. Margin Glossary By way ofout the textual content, key phrases and their definitions seem within the textual content margin the place they’re first launched. Actual-Firm Examples Drawn from precise e-commerce ventures, properly over 100 pertinent examples are used all through the textual content as an example ideas. A01_LAUD9313_17_GE_FM.indd 11 5/31/2021 11:32:11 AM

   12 Preface Chapter-Closing Case Research Every chapter concludes with a strong case research based mostly on real-world organizations. These instances assist students synthesize chapter ideas and apply this data to concrete issues and situations resembling Twitter’s efforts to regulate its enterprise mannequin, ExchangeHunterJumper’s efforts to construct a model, and the evolution of eBay. Chapter-Ending Pedagogy Every chapter incorporates in depth end-of-chapter materials designed to bolster the training goals of the chapter. Key Ideas Keyed to the training goals, Key Ideas current the important thing factors of the chapter to help scholar research. Evaluation Questions Thought-provoking questions immediate college students to show their comprehension and apply chapter ideas to handlement drawback fixing. Tasks On the finish of every chapter are numerous tasks that encourage college students to use chapter ideas and to make use of higher-level analysis abilities. Many make use of the Web and require college students to current their findings in an oral or digital presentation or written report. For example, college students are requested to guage publicly out there details about an organization’s financials on the SEC web site, assess fee system choices for corporations throughout worldwide boundaries, or seek for the highest 10 cookies on their very own laptop and the websites they’re from. Net Assets Net sources that may lengthen college students’ information of every chapter with projects, workout routines, and extra content material are availready at E-commerce2021global.com. The web site incorporates the next content material offered by the authors: • Extra tasks, workout routines, and tutorials • Data on the best way to construct a marketing strategy and income fashions • Essays on careers in e-commerce A01_LAUD9313_17_GE_FM.indd 12 5/31/2021 11:32:13 AM

   Chapter 11:11.1 Instagram; 11.2 Small Companies Discover a House on eBay Chapter 12: 12.1 Elementum; 12.2 Mechan Groep Streamlines with Sana Commerce A01_LAUD9313_17_GE_FM.indd 13 5/31/2021 11:32:13 AM

   14 Preface • Studying Tracks These further essays, created by the authors, present instructors and college students with extra in-depth content material on chosen matters in e-commerce. Chapter 1: 1.1 World E-commerce Europe; 1.2 World E-commerce Latin America; 1.3 World E-commerce China Chapter 6: 6.1 Primary Advertising and marketing Ideas; 6.2 Shopper Habits: Cultural, Social, and Psychological Background Components; 6.3 Social Media Advertising and marketing—Running a blog Chapter 7: 7.1 Social Media Advertising and marketing: Fb; 7.2 Social Media Advertising and marketing: Twitter ACKNOWLEDGMENTS Pearson has sought the recommendation of many glorious reviewers, all of whom have strongly influenced the group and substance of this e book. The next people professionalvided extraordinarily helpful evaluations of this and former editions of the textual content: Deniz Aksen, Koç College (Istanbul) Carrie Andersen, Madison Space Technical Faculty Subhajyoti Bandyopadhyay, College of Florida Christine Barnes, Lakeland Neighborhood Faculty Reneta Barneva, SUNY Fredonia Rathin Basu, Ferrum Faculty Dr. Shirley A. Becker, Northern Arizona College Prasad Bingi, Indiana-Purdue College, Fort Wayne Joanna Broder, Pima Neighborhood Faculty Lisa Bryan, Southeastern Neighborhood Faculty James Buchan, Faculty of the Ozarks Ashley Bush, Florida State College Cliff Butler, North Seattle Neighborhood Faculty Carl Case, St. Bonaventure College Teuta Cata, Northern Kentucky College Adnan Chawdhry, California College of Pennsylvania Mark Choman, Luzerne Metropolis Neighborhood Faculty Andrew Ciganek, Jacksonville State College Daniel Connolly, College of Denver Tom Critzer, Miami College Dr. Robin R. Davis, Claflin College Dursan Delen, Oklahoma State College Abhijit Deshmukh, College of Massachusetts Brian L. Dos Santos, College of Louisville Robert Drevs, College of Notre Dame Akram El-Tannir, Hariri Canadian College, Lebanon Kimberly Furumo, College of Hawaii at Hilo John H. Gerdes, College of California, Riverside Gurram Gopal, Illinois Institute of Know-how Philip Gordon, College of California at Berkeley Allan Greenberg, Brooklyn Faculty Bin Gu, College of Texas at Austin Norman Hahn, Thomas Nelson Neighborhood Faculty Peter Haried, College of Wisconsin— La Crosse Sherri Harms, College of Nebraska at Kearney Sharon Heckel, St. Charles Neighborhood Faculty David Hite, Virginia Intermont Faculty A01_LAUD9313_17_GE_FM.indd 14 5/31/2021 11:32:13 AM

   Preface 15 Gus Jabbour, George Mason College Thaddeus Janicki, College of Mount Olive Kevin Jetton, Texas State College, San Marcos Jim Keogh, Saint Peter’s College Ellen Kraft, Georgian Court docket College Krish Krishnan, Indiana College of Pennsylvania Gilliean Lee, Lander College Zoonky Lee, College of Nebraska, Lincoln Andre Lemaylleux, Boston College, Brussels Haim Levkowitz, College of Massachusetts, Lowell Yair Levy, Nova Southeastern College Richard Lucic, Duke College Brenda Maynard, College of Pikeville Vincent McCord, Foothill Faculty John Mendonca, Purdue College John Miko, Saint Francis College Dr. Abdulrahman Mirza, DePaul College Natalie Nazarenko, SUNY Fredonia Barbara Ozog, Benedictine College Kent Palmer, MacMurray Faculty Karen Palumbo, College of St. Francis James Pauer, Lorain County Neighborhood Faculty Wayne Pauli, Dakota State College Sam Perez, Mesa Neighborhood Faculty Jamie Pinchot, Thiel Faculty Selwyn Piramuthu, College of Florida Kai Pommerenke, College of California at Santa Cruz Barry Quinn, College of Ulster, Northern Eire Mahesh (Michael) Raisinghani, TWU Faculty of Administration, Government MBA Program Michelle Ramim, Nova Southeastern College Jay Rhee, San Jose State College Jorge Romero, Towson College John Sagi, Anne Arundel Neighborhood Faculty Carl Saxby, College of Southern Indiana Patricia Sendall, Merrimack Faculty Dr. Carlos Serrao, ISCTE/DCTI, Portugal Neerja Sethi, Nanyang Enterprise Faculty, Singapore Amber Settle, DePaul CTI Vivek Shah, Texas State College— San Marcos Wei Shi, Santa Clara College Seung Jae Shin, Mississippi State College Sumit Sircar, College of Texas at Arlington Toni Somers, Wayne State College Mike Ilitch Faculty of Enterprise Hongjun Tune, College of Memphis Pamela Specht, College of Nebraska at Omaha Esther Swilley, Kansas State College Tony Townsend, Iowa State College Invoice Troy, College of New Hampshire Susan VandeVen, Southern Polytechnic State College Hiep Van Dong, Madison Space Technical Faculty Michael Van Hilst, Nova Southeastern College Mary Vitrano, Palm Seashore Neighborhood Faculty Andrea Wachter, Level Park College Nitin Walia, Ashland College Catherine Wallace, Massey College, New Zealand Biao Wang, Boston College Haibo Wang, Texas A&M Worldwide College Harry Washington, Lincoln College Irene Wheeler, CVCC Rolf Wigand, College of Arkansas at Little Rock Erin Wilkinson, Johnson & Wales College Alice Wilson, Cedar Crest Faculty A01_LAUD9313_17_GE_FM.indd 15 5/31/2021 11:32:13 AM

   16 Preface Dezhi Wu, Southern Utah College Gene Yelle, SUNY Institute of Know-how Kaimei Zheng, Isenberg Faculty of Administration, College of Massachusetts, Amherst David Zolzer, Northwestern State College GLOBAL EDITION ACKNOWLEDGMENTS Pearson wish to thank the next folks for his or her work on the World Edition: Contributors Saadat Alhashmi, College of Sharjah Bernard Bouwman Joyce Chan, Metropolis College of Hong Kong June Clarke, Sheffield Hallam College Fiona Ellis-Chadwick, Loughborough College Graham Jones, College of Buckingham PK Senyo, College of Southampton Reviewers Eddren Regulation Yi Feng, Universiti Tenaga Nasional Bernd Schenk, College of Liechtenstein Tuan Yu, College of Kent We’d additionally wish to thank eMarketer, Inc. and David Iankelevich for his or her permission to incorporate information and figures from their analysis stories in our textual content over the course of many editions. eMarketer is likely one of the main unbiased sources for statistics, pattern information, and authentic evaluation overlaying many matters associated to the Web, e-business, and rising applied sciences. eMarketer aggregates e-business information from a number of sources worldwide. As well as, we wish to thank all those that have labored so arduous to verify this e book is the perfect it may be, together with Steven Jackson, Managing Editor, World Editions; Daniel Luiz, Senior Venture Editor, World Editions; and Kajori Chattopadhyay, Assistant Editor, World Editions. Very particular due to Will Anderson and Megan Miller at Azimuth Interactive, Inc., for all their arduous work on the manufacturing of this e book. Lastly, final however not least, we wish to thank our household and pals, with out whose help this e book wouldn’t have been potential. Kenneth C. Laudon Carol Guercio Traver A01_LAUD9313_17_GE_FM.indd 16 5/31/2021 11:32:13 AM

   17 Transient Contents PART 1 Introduction to E-commerce 1 INTRODUCTION TO E-COMMERCE 38 2 E-COMMERCE BUSINESS STRATEGIES 90 PART 2 Know-how Infrastructure for E-commerce 3 E-COMMERCE INFRASTRUCTURE 144 4 BUILDING AN E-COMMERCE PRESENCE 222 5 E-COMMERCE SECURITY AND PAYMENT SYSTEMS 288 PART 3 Enterprise Ideas and Social Points 6 E-COMMERCE MARKETING AND ADVERTISING 378 7 SOCIAL, MOBILE, AND LOCAL MARKETING 466 8 ETHICS, LAW, AND E-COMMERCE 538 A01_LAUD9313_17_GE_FM.indd 17 5/31/2021 11:32:13 AM

   18 Transient Contents PART 4 E-commerce in Motion 9 E-COMMERCE RETAIL AND SERVICES 636 10 ONLINE MEDIA 704 11 ONLINE COMMUNITIES 770 12 B2B E-COMMERCE 816 A01_LAUD9313_17_GE_FM.indd 18 5/31/2021 11:32:13 AM

   19 Contents PART 1 Introduction to E-commerce 1 INTRODUCTION TO E-COMMERCE 38 Studying Goals 38 All the pieces on Demand: The “Uberization” of E-commerce 39 1.1 The First Thirty Seconds: Why You Ought to Research E-commerce 44 1.2 Introduction to E-commerce 44 What Is E-commerce? 45 The Distinction Between E-commerce and E-business 45 Technological Constructing Blocks Underlying E-commerce: The Web, Net, and Cellular Platform 46 Main Tendencies in E-commerce 48 Perception on Know-how: Will Apps Make the Net Irrelevant? 49 1.3 Distinctive Options of E-commerce Know-how 52 Ubiquity 54 World Attain 54 Common Requirements 54 Richness 55 Interactivity 55 Data Density 56 Personalization and Customization 56 Social Know-how: Consumer-Generated Content material and Social Networks 57 1.4 Varieties of E-commerce 58 Enterprise-to-Shopper (B2C) E-commerce 58 Enterprise-to-Enterprise (B2B) E-commerce 59 Shopper-to-Shopper (C2C) E-commerce 60 Cellular E-commerce (M-commerce) 61 Social E-commerce 61 Native E-commerce 62 1.5 E-commerce: A Transient Historical past 63 E-commerce 1995–2000: Invention 64 E-commerce 2001–2006: Consolidation 67 E-commerce 2007–Current: Reinvention 67 Assessing E-commerce: Successes, Surprises, and Failures 68 Perception on Enterprise: Rocket Web 69 A01_LAUD9313_17_GE_FM.indd 19 5/31/2021 11:32:13 AM

   20 Contents 1.6 Understanding E-commerce: Organizing Themes 73 Know-how: Infrastructure 73 Enterprise: Primary Ideas 75 Society: Taming the Juggernaut 75 Perception on Society: Fb and the Age of Privateness 76 1.7 Tutorial Disciplines Involved with E-commerce 78 Technical Approaches 78 Behavioral Approaches 78 1.8 Careers in E-commerce 79 The Firm 79 Place: Class Specialist within the E-commerce Retail Program 79 {Qualifications}/Expertise 80 Making ready for the Interview 80 Potential First Interview Questions 80 1.9 Case Research: Puma Goes Omni 82 1.10 Evaluation 85 Key Ideas 85 Questions 87 Tasks 88 References 88 2 E-COMMERCE BUSINESS STRATEGIES 90 Studying Goals 90 Australia’s Canva Grows from Startup to Tremendous Unicorn 91 2.1 E-commerce Enterprise Fashions 94 Introduction 94 Eight Key Components of a Enterprise Mannequin 94 Worth Proposition 94 Income Mannequin 95 Market Alternative 97 Perception on Enterprise: OpenRice Brings Social E-commerce to the Desk 98 Aggressive Setting 100 Aggressive Benefit 101 Market Technique 102 Organizational Growth 102 Administration Group 103 Elevating Capital 104 Perception on Society: Crowdfunding Takes Off 106 Categorizing E-commerce Enterprise Fashions: Some Difficulties 108 2.2 Main Enterprise-to-Shopper (B2C) Enterprise Fashions 110 E-tailer 110 A01_LAUD9313_17_GE_FM.indd 20 5/31/2021 11:32:13 AM

   Contents 21 Neighborhood Supplier 110 Content material Supplier 112 Portal 113 Perception on Know-how: Linked Vehicles and the Way forward for E-commerce 114 Transaction Dealer 116 Market Creator 116 Service Supplier 117 2.3 Main Enterprise-to-Enterprise (B2B) Enterprise Fashions 118 E-distributor 119 E-procurement 120 Exchanges 120 Business Consortia 121 Non-public Industrial Networks 121 2.4 How E-commerce Adjustments Enterprise: Technique, Construction, and Course of 121 Business Construction 123 Business Worth Chains 125 Agency Worth Chains 126 Agency Worth Webs 127 Enterprise Technique 128 E-commerce Know-how and Enterprise Mannequin Disruption 130 2.5 Careers in E-commerce 133 The Firm 133 Place: Assistant Supervisor of E-business 133 {Qualifications}/Expertise 133 Making ready for the Interview 134 Potential First Interview Questions 134 2.6 Case Research: Weathering the Storm: Twitter Tweaks Its Enterprise Mannequin 136 2.7 Evaluation 140 Key Ideas 140 Questions 141 Tasks 141 References 142 PART 2 Know-how Infrastructure for E-commerce 3 E-COMMERCE INFRASTRUCTURE 144 Studying Goals 144 The Covid-19 Pandemic: Will the Web Break? 145 3.1 The Web: Know-how Background 148 The Evolution of the Web: 1961–The Current 150 A01_LAUD9313_17_GE_FM.indd 21 5/31/2021 11:32:13 AM

   22 Contents The Web: Key Know-how Ideas 154 Packet Switching 154 Transmission Management Protocol/Web Protocol (TCP/IP) 156 IP Addresses 156 Area Names, DNS, and URLs 158 Shopper/Server Computing 158 The Cellular Platform 160 The Web “Cloud Computing” Mannequin: {Hardware} and Software program as a Service 161 Different Web Protocols and Utility Packages 166 3.2 Web Infrastructure and Entry 167 The Web Spine 169 Web Change Factors 171 Tier 3 Web Service Suppliers 171 Campus/Company Space Networks 174 Cellular Web Entry 175 Phone-based versus Pc Community-based Wi-fi Web Entry 175 Different Progressive Web Entry Applied sciences: Drones, Balloons, and White House 179 The Web of Issues 180 Perception on Enterprise: The Web of All the pieces: Alternatives and Challenges 182 Who Governs the Web? 184 3.3 The Net 185 Perception on Society: Authorities Regulation and Surveillance of the Web 186 Hypertext 189 Markup Languages 190 HyperText Markup Language (HTML) 190 eXtensible Markup Language (XML) 193 Net Servers and Purchasers 195 Net Browsers 196 3.4 The Web and the Net: Options and Providers 197 Communication Instruments 197 E-mail 197 Messaging Functions 197 On-line Message Boards 198 Web Telephony 198 Videoconferencing, Video Chatting, and Telepresence 199 Search Engines 199 Perception on Know-how: Zoom within the Midst of the Pandemic 200 Downloadable and Streaming Media 204 Net 2.0 Functions and Providers 205 On-line Social Networks 205 Blogs 205 Wikis 206 Digital Actuality and Augmented Actuality 206 Clever Digital Assistants 207 3.5 Cellular Apps: The Subsequent Huge Factor Is Right here 209 Platforms for Cellular Utility Growth 210 App Marketplaces 210 A01_LAUD9313_17_GE_FM.indd 22 5/31/2021 11:32:13 AM

   Contents 23 3.6 Careers in E-commerce 210 The Firm 211 Place: E-commerce Specialist 211 {Qualifications}/Expertise 211 Making ready for the Interview 212 Potential First Interview Questions 212 3.7 Case Research: Akamai Applied sciences: Making an attempt to Preserve Provide Forward of Demand 214 3.8 Evaluation 217 Key Ideas 217 Questions 218 Tasks 219 References 219 4 BUILDING AN E-COMMERCE PRESENCE 222 Studying Goals 222 Scratch Builds an E-commerce Presence from “Scratch” 223 4.1 Think about Your E-commerce Presence 226 What’s the Thought? (The Visioning Course of) 226 The place’s the Cash: Enterprise and Income Mannequin 226 Who and The place Is the Goal Viewers? 227 What Is the Ballpark? Characterize the Market 227 The place’s the Content material Coming From? 228 Know Your self: Conduct a SWOT Evaluation 229 Develop an E-commerce Presence Map 230 Develop a Timeline: Milestones 231 How A lot Will This Value? 232 4.2 Constructing an E-commerce Presence: A Systematic Method 233 The Techniques Growth Life Cycle 234 Techniques Evaluation/Planning: Establish Enterprise Goals, System Performance, and Data Necessities 235 System Design: {Hardware} and Software program Platforms 236 Constructing the System: In-house Versus Outsourcing 236 Perception on Enterprise: OVH Takes E-commerce to the Clouds 241 Testing the System 243 Implementation, Upkeep, and Optimization 244 Various Net Growth Methodologies 246 4.3 Selecting Software program 247 Easy versus Multi-tiered Web site Structure 247 Net Server Software program 248 Website Administration Instruments 250 Dynamic Web page Era Instruments 250 Utility Servers 252 E-commerce Service provider Server Software program Performance 252 A01_LAUD9313_17_GE_FM.indd 23 5/31/2021 11:32:13 AM

   24 Contents On-line Catalog 253 Purchasing Cart 253 Credit score Card Processing 254 Service provider Server Software program Packages (E-commerce Software program Platforms) 254 Selecting an E-commerce Software program Platform 255 4.4 Selecting {Hardware} 256 Proper-Sizing Your {Hardware} Platform: The Demand Facet 256 Proper-Sizing Your {Hardware} Platform: The Provide Facet 259 4.5 Different E-commerce Website Instruments 260 Web site Design: Primary Enterprise Concerns 261 Instruments for Search Engine Optimization 261 Instruments for Interactivity and Energetic Content material 262 Java, Java Server Pages (JSP), and JavaScript 263 Energetic Server Pages (ASP) and ASP.NET 264 ColdFusion 265 PHP, Ruby on Rails (RoR), and Django 265 Different Design Components 266 Personalization Instruments 266 The Data Coverage Set 267 4.6 Creating a Cellular Web site and Constructing Cellular Functions 267 Perception on Society: Designing for Accessibility 268 Planning and Constructing a Cellular Presence 270 Cellular Presence: Design Concerns 271 Cross-Platform Cellular App Growth Instruments 273 Cellular Presence: Efficiency and Value Concerns 273 4.7 Careers in E-commerce 274 The Firm 274 Place: UX Designer 274 Perception on Know-how: Klook Units Its Sights on New Vistas 275 {Qualifications}/Expertise 277 Making ready for the Interview 277 Potential First Interview Questions 278 4.8 Case Research: Skyscanner: The One-stop Journey Platform 280 4.9 Evaluation 283 Key Ideas 283 Questions 285 Tasks 286 References 287 5 E-COMMERCE SECURITY AND PAYMENT SYSTEMS 288 Studying Goals 288 Ransomware: The New Enterprise of Hostage-Taking 289 A01_LAUD9313_17_GE_FM.indd 24 5/31/2021 11:32:13 AM

   Contents 25 5.1 The E-commerce Safety Setting 292 The Scope of the Downside 293 The Underground Economic system Market: The Worth of Stolen Data 294 What Is Good E-commerce Safety? 296 Dimensions of E-commerce Safety 297 The Stress Between Safety and Different Values 298 Safety versus Ease of Use 298 Public Security and the Felony Makes use of of the Web 299 5.2 Safety Threats within the E-commerce Setting 300 Malicious Code 300 Probably Undesirable Packages (PUPs) 305 Phishing 306 Hacking, Cybervandalism, and Hacktivism 308 Knowledge Breaches 309 Credit score Card Fraud/Theft 310 Perception on Society: The Marriott Knowledge Breach 311 Id Fraud 313 Spoofing, Pharming, and Spam (Junk) Web sites 313 Sniffing and Man-in-the-Center Assaults 314 Denial of Service (DoS) and Distributed Denial of Service (DDoS) Assaults 315 Insider Assaults 316 Poorly Designed Software program 316 Social Community Safety Points 318 Cellular Platform Safety Points 318 Cloud Safety Points 319 Perception on Know-how: Suppose Your Smartphone Is Safe? 320 Web of Issues Safety Points 322 5.3 Know-how Options 323 Defending Web Communications 324 Encryption 324 Symmetric Key Cryptography 325 Public Key Cryptography 326 Public Key Cryptography Utilizing Digital Signatures and Hash Digests 326 Digital Envelopes 329 Digital Certificates and Public Key Infrastructure (PKI) 330 Limitations of PKI 332 Securing Channels of Communication 333 Safe Sockets Layer (SSL), Transport Layer Safety (TLS) and HTTPS 333 Digital Non-public Networks (VPNs) 334 Wi-fi (Wi-Fi) Networks 335 Defending Networks 335 Firewalls 335 Proxy Servers 336 Intrusion Detection and Prevention Techniques 337 Defending Servers and Purchasers 337 Working System and Utility Software program Safety Enhancements 337 Anti-Virus Software program 338 A01_LAUD9313_17_GE_FM.indd 25 5/31/2021 11:32:13 AM

   26 Contents 5.4 Administration Insurance policies, Enterprise Procedures, and Public Legal guidelines 338 A Safety Plan: Administration Insurance policies 339 Perception on Enterprise: Are Biometrics the Answer for E-commerce Safety? 341 The Function of Legal guidelines and Public Coverage 343 Non-public and Non-public-Public Cooperation Efforts 344 Authorities Insurance policies and Controls on Encryption 346 5.5 E-commerce Cost Techniques 347 On-line Credit score Card Transactions 348 Credit score Card E-commerce Enablers 349 PCI-DSS Compliance 350 Limitations of On-line Credit score Card Cost Techniques 350 Various On-line Cost Techniques 350 Cellular Cost Techniques: Your Smartphone Pockets 351 Blockchain and Cryptocurrencies 353 5.6 Digital Billing Presentment and Cost 358 Market Dimension and Development 359 EBPP Enterprise Fashions 359 5.7 Careers in E-commerce 361 The Firm 361 The Place: Cybersecurity Risk Administration Group Trainee 361 {Qualifications}/Expertise 362 Making ready for the Interview 362 Potential First Interview Questions 363 5.8 Case Research: Alipay and WeChat Pay Lead in Cellular Funds 365 5.9 Evaluation 370 Key Ideas 370 Questions 373 Tasks 373 References 374 PART 3 Enterprise Ideas and Social Points 6 E-COMMERCE MARKETING AND ADVERTISING 378 Studying Goals 378 InMobi’s World Cellular Advert Community 379 6.1 Shoppers On-line: The Web Viewers and Shopper Habits 382 Web Site visitors Patterns: The On-line Shopper Profile 382 Depth and Scope of Utilization 383 Demographics and Entry 384 Sort of Web Connection: Broadband and Cellular Impacts 385 Neighborhood Results: Social Contagion in Social Networks 385 A01_LAUD9313_17_GE_FM.indd 26 5/31/2021 11:32:13 AM

   Contents 27 Shopper Habits Fashions 386 The On-line Buying Choice 387 Customers: Browsers and Consumers 389 What Shoppers Store for and Purchase On-line 390 Intentional Acts: How Customers Discover Distributors On-line 391 Why Some Folks Don’t Store On-line 391 Belief, Utility, and Opportunism in On-line Markets 391 6.2 On-line Advertising and marketing and Promoting Methods and Instruments 392 Strategic Points and Questions 392 The Web site as a Advertising and marketing Platform: Establishing the Buyer Relationship 394 Conventional On-line Advertising and marketing and Promoting Instruments 395 Search Engine Advertising and marketing and Promoting 397 Show Advert Advertising and marketing 401 E-mail Advertising and marketing 408 Affiliate Advertising and marketing 410 Viral Advertising and marketing 411 Lead Era Advertising and marketing 411 Social, Cellular, and Native Advertising and marketing and Promoting 411 Multi-Channel Advertising and marketing: Integrating On-line and Offline Advertising and marketing 413 Different On-line Advertising and marketing Methods 413 Buyer Retention Methods 414 Perception on Enterprise: Are the Very Wealthy Completely different from You and Me? 415 Pricing Methods 421 Lengthy Tail Advertising and marketing 426 Perception on Know-how: The Lengthy Tail: Huge Hits and Huge Misses 427 6.3 Web Advertising and marketing Applied sciences 429 The Revolution in Web Advertising and marketing Applied sciences 429 Net Transaction Logs 429 Supplementing the Logs: Cookies and Different Monitoring Information 431 Databases, Knowledge Warehouses, Knowledge Mining, and Huge Knowledge 433 Databases 433 Perception on Society: Each Transfer You Take, Each Click on You Make, We’ll Be Monitoring You 434 Knowledge Warehouses and Knowledge Mining 436 The Problem of Huge Knowledge 437 Advertising and marketing Automation and Buyer Relationship Administration (CRM) Techniques 438 6.4 Understanding the Prices and Advantages of On-line Advertising and marketing Communications 441 On-line Advertising and marketing Metrics: Lexicon 441 How Nicely Does On-line Promoting Work? 444 The Prices of On-line Promoting 446 Advertising and marketing Analytics: Software program for Measuring On-line Advertising and marketing Outcomes 448 6.5 Careers in E-commerce 450 The Firm 451 The Place: Digital Advertising and marketing Assistant 451 {Qualifications}/Expertise 451 Making ready for the Interview 452 Potential First Interview Questions 452 A01_LAUD9313_17_GE_FM.indd 27 5/31/2021 11:32:13 AM

   28 Contents 6.6 Case Research: Programmatic Promoting: Actual-Time Advertising and marketing 454 6.7 Evaluation 459 Key Ideas 459 Questions 460 Tasks 461 References 462 7 SOCIAL, MOBILE, AND LOCAL MARKETING 466 Studying Goals 466 Pinterest Expands Across the Globe 467 7.1 Introduction to Social, Cellular, and Native Advertising and marketing 470 From Eyeballs to Conversations 470 From the Desktop to the Smartphone and Pill 470 The Social, Cellular, Native Nexus 471 7.2 Social Advertising and marketing 472 Social Advertising and marketing Gamers 473 The Social Advertising and marketing Course of 474 Fb Advertising and marketing 475 Primary Fb Options 476 Fb Advertising and marketing Instruments 476 Beginning a Fb Advertising and marketing Marketing campaign 480 Measuring Fb Advertising and marketing Outcomes 482 Twitter Advertising and marketing 484 Perception on Know-how: Optimizing Social Advertising and marketing with Accuracast 485 Primary Twitter Options 487 Twitter Advertising and marketing Instruments 487 Beginning a Twitter Advertising and marketing Marketing campaign 489 Measuring Twitter Advertising and marketing Outcomes 490 Pinterest Advertising and marketing 491 Primary Pinterest Options 492 Pinterest Advertising and marketing Instruments 492 Beginning a Pinterest Advertising and marketing Marketing campaign 495 Measuring Pinterest Advertising and marketing Outcomes 497 Advertising and marketing on Different Social Networks: Instagram, Snapchat, TikTok, and LinkedIn 498 The Draw back of Social Advertising and marketing 500 7.3 Cellular Advertising and marketing 500 Perception on Society: Social Advertising and marketing on TikTok: Well worth the Threat? 501 Overview: M-commerce At present 503 How Folks Really Use Cellular Gadgets 504 In-App Experiences and In-App Advertisements 504 How the Multi-Display screen Setting Adjustments the Advertising and marketing Funnel 505 Primary Cellular Advertising and marketing Options 506 The Know-how: Primary Cellular System Options 507 A01_LAUD9313_17_GE_FM.indd 28 5/31/2021 11:32:13 AM

   Contents 29 Cellular Advertising and marketing Instruments: Advert Codecs 508 Beginning a Cellular Advertising and marketing Marketing campaign 510 Perception on Enterprise: Cellular Advertising and marketing Revs Up with 3-D and Augmented Actuality 511 Measuring Cellular Advertising and marketing Outcomes 514 7.4 Native and Location-Based mostly Cellular Advertising and marketing 515 The Development of Native Advertising and marketing 515 The Development of Location-Based mostly (Native) Cellular Advertising and marketing 516 Location-Based mostly Advertising and marketing Platforms 517 Location-Based mostly Cellular Advertising and marketing: The Applied sciences 517 Why Is Location-Based mostly Cellular Advertising and marketing Engaging to Entrepreneurs? 519 Location-Based mostly Advertising and marketing Instruments 519 Location-Based mostly Digital Advertising and marketing Options 520 Proximity Advertising and marketing with Beacons 521 Beginning a Location-Based mostly Advertising and marketing Marketing campaign 522 Measuring Location-Based mostly Advertising and marketing Outcomes 523 7.5 Careers in E-commerce 523 The Firm 524 The Place: Social Media Affiliate 524 {Qualifications}/Expertise 524 Making ready for the Interview 525 Potential First Interview Questions 525 7.6 Case Research: ExchangeHunterJumper.com: Constructing an Worldwide Model with Social Advertising and marketing 527 7.7 Evaluation 533 Key Ideas 533 Questions 535 Tasks 536 References 536 8 ETHICS, LAW, AND E-COMMERCE 538 Studying Goals 538 The Proper to Be Forgotten: Europe Leads on Web Privateness 539 8.1 Understanding Moral, Social, and Political Points in E-commerce 542 A Mannequin for Organizing the Points 543 Primary Moral Ideas: Duty, Accountability, Legal responsibility, and Due Course of 545 Analyzing Moral Dilemmas 547 Candidate Moral Ideas 548 8.2 Privateness and Data Rights 549 What’s Privateness? 549 Privateness within the Public Sector: Privateness Rights of Residents 550 Privateness within the Non-public Sector: Privateness Rights of Shoppers 551 Data Collected by E-commerce Firms 555 A01_LAUD9313_17_GE_FM.indd 29 5/31/2021 11:32:13 AM

   30 Contents Key Points in On-line Privateness of Shoppers 556 Advertising and marketing: Profiling, Behavioral Concentrating on, and Retargeting 556 Social Networks: Privateness and Self Revelation 560 Cellular Gadgets: Privateness Points 561 Shopper Privateness Regulation and Enforcement: The U.S. Federal Commerce Fee (FTC)    562 Shopper Privateness Regulation: The U.S. Federal Communications Fee (FCC) 565 Privateness and Phrases of Use Insurance policies 565 Privateness Safety within the EU and Different International locations 567 Business Self-Regulation 570 Technological Options 572 Privateness Safety as a Enterprise 574 Privateness Advocacy Teams 575 Limitations on the Proper to Privateness: Regulation Enforcement and Surveillance 575 Perception on Know-how: Contact Tracing Apps: Buying and selling Privateness for Public Well being 579 8.3 Mental Property Rights 581 Varieties of Mental Property Safety 582 Copyright: The Downside of Excellent Copies 582 Truthful Use Doctrine 583 The Digital Millennium Copyright Act 585 Copyright Safety within the European Union 589 Patents: Enterprise Strategies and Processes 590 E-commerce Patents 591 Logos: On-line Infringement and Dilution 593 Logos and the Web 594 Cybersquatting and Brandjacking 595 Cyberpiracy 597 Metatagging 598 Keywording 598 Linking 599 Framing 599 Commerce Secrets and techniques 600 Problem: Balancing the Safety of Property with Different Values 600 8.4 Governance 601 Can the Web Be Managed? 601 Taxation 602 Perception on Enterprise: New Guidelines Prolong EU Taxation of E-commerce 604 Internet Neutrality 606 Antitrust, Monopoly, and Market Competitors within the Web Period 607 8.5 Public Security and Welfare 608 Defending Youngsters 608 Cigarettes, Playing, and Medication: Is the Net Actually Borderless? 610 Perception on Society: The Web Drug Bazaar Operates Across the Globe 611 8.6 Careers in E-commerce 614 The Firm 614 Place: E-commerce Privateness Analysis Affiliate 615 A01_LAUD9313_17_GE_FM.indd 30 5/31/2021 11:32:13 AM

   Contents 31 {Qualifications}/Expertise 615 Making ready for the Interview 616 Potential First Interview Questions 616 8.7 Case Research: Are Huge Tech Corporations Getting “Too Huge”? 618 8.8 Evaluation 625 Key Ideas 625 Questions 627 Tasks 628 References 628 PART 4 E-commerce in Motion 9 E-COMMERCE RETAIL AND SERVICES 636 Studying Goals 636 Souq.com: The Amazon of the Center East Will get Acquired by Amazon 637 9.1 The On-line Retail Sector 641 The Retail Business 642 On-line Retailing 642 E-commerce Retail: The Imaginative and prescient 643 The On-line Retail Sector At present 644 9.2 Analyzing the Viability of On-line Corporations 649 Strategic Evaluation 650 Monetary Evaluation 651 9.3 E-commerce in Motion: E-tailing Enterprise Fashions 652 Digital Retailers 652 Amazon 654 The Imaginative and prescient 654 Enterprise Mannequin 654 Monetary Evaluation 656 Strategic Evaluation—Enterprise Technique 656 Strategic Evaluation—Competitors 659 Strategic Evaluation—Know-how 660 Strategic Evaluation—Social and Authorized Challenges 661 Future Prospects 661 Omni-channel Retailers: Bricks-and-Clicks 661 Catalog Retailers 663 Producer-Direct 664 Widespread Themes in On-line Retailing 666 9.4 The Service Sector: Offline and On-line 668 Perception on Know-how: ASOS Makes use of Huge Knowledge to Discover Its Most Precious Clients 669 A01_LAUD9313_17_GE_FM.indd 31 5/31/2021 11:32:13 AM

   32 Contents 9.5 On-line Monetary Providers 671 Fintech 671 On-line Banking and Brokerage 672 Perception on Society: Revolut: Finance at Your Fingertips 673 Multi-Channel versus Pure On-line Monetary Providers Corporations 675 Monetary Portals and Account Aggregators 676 On-line Mortgage and Lending Providers 676 On-line Insurance coverage Providers 677 On-line Actual Property Providers 679 9.6 On-line Journey Providers 680 Why are On-line Journey Providers So Well-liked? 681 The On-line Journey Market 681 On-line Journey Business Dynamics 682 9.7 On-line Profession Providers 683 It’s Simply Data: The Ideally suited Net Enterprise? 684 On-line Recruitment Business Tendencies 686 9.8 On-Demand Service Firms 687 Perception on Enterprise: Meals Supply on Demand within the Center East 688 9.9 Careers in E-commerce 691 The Firm 691 Place: Affiliate, E-commerce Initiatives 692 {Qualifications}/Expertise 692 Making ready for the Interview 692 Potential First Interview Questions 693 9.10 Case Research: OpenTable: Your Reservation Is Ready 694 9.11 Evaluation 697 Key Ideas 697 Questions 700 Tasks 700 References 701 10 ONLINE MEDIA 704 Studying Goals 704 Spotify and Deezer: European Music Streaming Providers Unfold Across the Globe 705 10.1 On-line Content material 708 Content material Viewers: The place Are the Eyeballs? 708 Content material Market: Leisure and Media Business Revenues 711 Perception on Society: Is Era Z Actually All That Completely different? 712 On-line Content material: Consumption, Income Fashions, and Income 715 A01_LAUD9313_17_GE_FM.indd 32 5/31/2021 11:32:13 AM

   Contents 33 Digital Rights Administration (DRM) and Walled Gardens 717 Media Business Construction 717 Media Convergence: Know-how, Content material, and Business Construction 718 Technological Convergence 718 Content material Convergence 718 Business Construction Convergence 720 10.2 The On-line Publishing Business 721 On-line Newspapers 721 From Print-centric to Digital First: The Evolution of Newspaper On-line Enterprise Fashions 723 On-line Newspaper Business: Strengths and Challenges 726 Perception on Enterprise: Brut: Native Digital Information 732 Magazines Rebound on the Digital Platform 734 E-books and On-line Guide Publishing 735 Amazon and Apple: The New Digital Media Ecosystems 737 E-book Enterprise Fashions 737 Interactive Books: Converging Applied sciences 738 10.3 The On-line Leisure Business 739 House Leisure: Tv and Films 742 Music 747 Video games 751 10.4 Careers in E-commerce 754 The Firm 754 Perception on Know-how: Sport On: Twitch 755 Place: Digital Viewers Growth Specialist 757 {Qualifications}/Expertise 757 Making ready for the Interview 757 Potential First Interview Questions 758 10.5 Case Research: Netflix: How Does This Film Finish? 760 10.6 Evaluation 764 Key Ideas 764 Questions 765 Tasks 766 References 767 11 ONLINE COMMUNITIES 770 Studying Goals 770 LinkedIn: A Story of Two International locations 771 11.1 Social Networks and On-line Communities 773 What Is an On-line Social Community? 774 A01_LAUD9313_17_GE_FM.indd 33 5/31/2021 11:32:13 AM

   34 Contents The Development of Social Networks and On-line Communities 775 Turning Social Networks into Companies 778 Varieties of Social Networks and Their Enterprise Fashions 779 Perception on Society: You Need to Be an Influencer? Suppose Once more 780 Social Community Applied sciences and Options 783 Perception on Know-how: Trapped Contained in the Fb Bubble? 786 11.2 On-line Auctions 789 Advantages and Prices of Auctions 790 Advantages of Auctions 790 Dangers and Prices of Auctions 791 Auctions as an E-commerce Enterprise Mannequin 792 Varieties and Examples of Auctions 793 When to Use Auctions (and for What) in Enterprise 794 Public sale Costs: Are They the Lowest? 796 Shopper Belief in Auctions 796 When Public sale Markets Fail: Fraud and Abuse in Auctions 797 11.3 E-commerce Portals 797 The Development and Evolution of Portals 798 Perception on Enterprise: Yahoo Japan Merges with Line to Create a Mega Portal 800 Varieties of Portals: Basic-Function and Vertical Market 802 Portal Enterprise Fashions 802 11.4 Careers in E-commerce 804 The Firm 804 Place: Social Advertising and marketing Specialist 804 {Qualifications}/Expertise 805 Making ready for the Interview 805 Potential First Interview Questions 805 11.5 Case Research: eBay Evolves 807 11.6 Evaluation 811 Key Ideas 811 Questions 812 Tasks 813 References 813 12 B2B E-COMMERCE 816 Studying Goals 816 Alibaba: China’s E-commerce King 817 12.1 An Overview of B2B E-commerce 821 Some Primary Definitions 823 The Evolution of B2B E-commerce 823 A01_LAUD9313_17_GE_FM.indd 34 5/31/2021 11:32:13 AM

   Contents 35 The Development of B2B E-commerce 825 Potential Advantages and Challenges of B2B E-commerce 827 12.2 The Procurement Course of and Provide Chains 828 Perception on Society: The place Did All of the Bathroom Paper Go? The Covid-19 Pandemic Creates Main Provide Chain Disruption 829 Steps within the Procurement Course of 831 Varieties of Procurement 831 Multi-tier Provide Chains 832 Visibility and Different Ideas in Provide Chain Administration 833 The Function of Current Legacy Pc Techniques and Enterprise Techniques in Provide Chains 834 12.3 Tendencies in Provide Chain Administration and Collaborative Commerce 834 Provide Chain Simplification and Simply-in-Time and Lean Manufacturing 835 Provide Chain Black Swans: Adaptive Provide Chains 836 Accountable Provide Chains: Labor Requirements 837 Sustainable Provide Chains 838 Digital Knowledge Interchange (EDI) 839 Cellular B2B 841 B2B within the Cloud 842 Provide Chain Administration Techniques 843 Blockchain and Provide Chain Administration 845 Collaborative Commerce 846 Perception on Know-how: Blockchain Improves the Meals Provide Business 847 Collaboration 2.0: Cloud, Net, Social, and Cellular 850 Social Networks and B2B: The Prolonged Social Enterprise 850 B2B Advertising and marketing 851 12.4 Internet Marketplaces: The Promoting Facet of B2B 852 Traits of Internet Marketplaces 852 Varieties of Internet Marketplaces 853 E-distributors 853 E-procurement 855 Exchanges 857 Business Consortia 859 12.5 Non-public Industrial Networks 862 Goals of Non-public Industrial Networks 863 Non-public Industrial Networks and Collaborative Commerce 864 Perception on Enterprise: Collaborative Commerce at Carrefour UAE 865 Implementation Limitations 867 12.6 Careers in E-commerce 868 The Firm 868 Place: Junior Provide Chain Analyst 868 {Qualifications}/Expertise 869 Find out how to Put together for the Interview 869 Potential First Interview Questions 869 A01_LAUD9313_17_GE_FM.indd 35 5/31/2021 11:32:13 AM