TABLE OF CONTENTS Part 1: Introduction to E-commerce Chapter 1: Introduction to E-Commerce 1.1 The First Thirty Seconds: Why You Should Study E-commerce 1.2 Introduction to E-commerce 1.3 Unique Features of E-commerce Technology 1.4 Types of E-commerce 1.5 E-commerce: A Brief History 1.6 Understanding E-commerce: Organizing Themes 1.7 Academic Disciplines Concerned with E-commerce 1.8 Careers in E-commerce 1.9 Case Study: Puma Goes Omni Chapter 2: E-Commerce Business Strategies 2.1 E-commerce Business Models 2.2 Major Business-to-Consumer (B2C) Business Models 2.3 Major Business-to-Business (B2B) Business Models 2.4 How E-commerce Changes Business: Strategy, Structure, and Process 2.5 Careers in E-commerce 2.6 Case Study: Weathering the Storm: Twitter Tweaks Its Business Model Part 2: Technology Infrastructure for E-commerce Chapter 3: E-Commerce Infrastructure 3.1 The Internet: Technology Background 3.2 Internet Infrastructure and Access 3.3 The Web 3.4 The Internet and the Web: Features and Services Prof.Exams 3.5 Mobile Apps: The Next Big Thing Is Here 3.6 Careers in E-commerce 3.7 Case Study: Akamai Technologies: Attempting to Keep Supply Ahead of Demand Chapter 4: Building an E-Commerce Presence 4.1 Imagine Your E-commerce Presence 4.2 Building an E-commerce Presence: A Systematic Approach 4.3 Choosing Software 4.4 Choosing Hardware 4.5 Other E-commerce Site Tools 4.6 Developing a Mobile Website and Building Mobile Applications 4.7 Careers in E-commerce 4.8 Case Study: Skyscanner: The One-stop Travel Platform Chapter 5: E-Commerce Security and Payment Systems 5.1 The E-commerce Security Environment 5.2 Security Threats in the E-commerce Environment 5.3 Technology Solutions 5.4 Management Policies, Business Procedures, and Public Laws 5.5 E-commerce Payment Systems 5.6 Electronic Billing Presentment and Payment 5.7 Careers in E-commerce 5.8 Case Study: Alipay and WeChat Pay Lead in Mobile Payments Part 3: Business Concepts and Social Issues Chapter 6: E-Commerce Marketing and Advertising 6.1 Consumers Online: The Internet Audience and Consumer Behavior 6.2 Online Marketing and Advertising Strategies and Tools Prof.Exams 6.3 Internet Marketing Technologies 6.4 Understanding the Costs and Benefits of Online Marketing Communications 6.5 Careers in E-commerce 6.6 Case Study: Programmatic Advertising: Real-Time Marketing Chapter 7: Social, Mobile, and Local Marketing 7.1 Introduction to Social, Mobile, and Local Marketing 7.2 Social Marketing 7.3 Mobile Marketing 7.4 Local and Location-Based Mobile Marketing 7.5 Careers in E-commerce 7.6 Case Study: ExchangeHunterJumper.com: Building an International Brand with Social Marketing Chapter 8: Ethics, Law, and E-Commerce 8.1 Understanding Ethical, Social, and Political Issues in E-commerce 8.2 Privacy and Information Rights 8.3 Intellectual Property Rights 8.4 Governance 8.5 Public Safety and Welfare 8.6 Careers in E-commerce 8.7 Case Study: Are Big Tech Firms Getting “Too Big”? Part 4: E-commerce in Action Chapter 9: E-Commerce Retail and Services 9.1 The Online Retail Sector 9.2 Analyzing the Viability of Online Firms 9.3 E-commerce in Action: E-tailing Business Models 9.4 The Service Sector: Offline and Online