电子商务管理：课文和案例PDF电子书下载

PART ONE：INTERNET BASICS AND BUSINESS MODELS 2

CHAPTER ONE Introduction to E-Commerce Management 2

CHAPTER TWO Understanding the Internet 24

CHAPTER THREE Business Model Design 44

CHAPTER FOUR Types of Business Models 72

CHAPTER FIVE E-Auctions 88

Amazon.com-A Business History：Case One 102

The Failure of Boo.com：Case Two 129

eBay-A Business History：Case Three 136

PART TWO：E-MARKETING 154

CHAPTER SIX Building Customer Traffic 154

CHAPTER SEVEN Distribution and Logistics 188

CHAPTER EIGHT Personalization 202

CHAPTER NINE Permission Marketing 218

CHAPTER TEN Pricing and Distributing Digital Products 234

CHAPTER ELEVEN Online Community 256

CHAPTER TWELVE Conducting Online Research 268

Slatanic-The Disastrous Move from Free to Paid Content：Case Four 284

LINUX and Open-Source：Case Five 295

PART THREE：INTERNET.GOVERNMENT.AND SOCIETY 312

CHAPTER THIRTEEN E-Society 312

CHAPTER FOURTEEN The Internet and Public Policy 328

DoubleClick’s Privacy Snafu：Case Six 354

PART FOUR：PEERING INTO THE FUTURE 364

CHAPTER FIFTEEN Peer-to-Peer Systems 364

CHAPTER SIXTEEN Mobile Commerce 378

CHAPTER SEVENTEEN Managing E-Commerce in the Future 402

NTT DoCoMo’s I-Mode Phone：Case Seven 420

Index 437