Front Cover -- The E-Commerce Book: Building the E-Empire -- Copyright Page -- Contents -- Preface -- Chapter 1. Setting the Vision -- Market Predictions -- Defining Vision -- Traditional Business Vision vs. E-Vision -- Business Model Basics -- Chapter 2. Know Your Customers -- Know Where to Start -- Who Is on the Web? -- Speaking the Global Language -- Access Issues -- Targeting the Best Shoppers -- Chapter 3. Marketing and Branding -- Know What You're Up Against -- Plan for Acquisition Costs -- Search Engines and Directories -- Advertising Banners -- Online Classified Advertisements -- Message Boards -- E-Mail Newsletters -- Links on Other Web Sites -- Newsgroups -- Discussion Lists -- Traditional Media -- Press Releases -- Just Give It Away! -- Branding for Success -- Marketing and Advertising Agencies -- Chapter 4. First Impressions May Be Everlasting -- Focus on Essentials -- Easy Is Everything: Use Wide, Consistent Site Design -- Present Interior and Exterior Links Well -- Reliability Counts -- Tackle Your Overall Look -- Use Graphics and Layouts Well -- Keep Text Readable -- Make Fonts Enhance a Site, Not Detract from It -- Make Your Pages Easy to Skim and Revisit -- Make Your Visitors Feel Confident -- Use Your Resources: Professional Design Agencies -- Revisit Your Vision Statement and Goals -- Chapter 5. Keep Your Customers -- Service with a Smile -- Quality, Service, Cleanliness -- The Customer Is Always Right -- Thank You, Please Come Again -- An Ounce of Prevention -- Be Neighborly: Chat and Discuss with Your Customers -- Would You Like Fries with That? -- Keep Your Hands above the Table -- Personalize for Better Service -- Customers Now Control the Relationship -- Chapter 6. Fulfillment Channels That Work -- Why Does Fulfillment Seem So Difficult Today? -- Know Your Customers' Expectations -- Know Your Shipping Options.

Tackle Other E-Fulfillment Issues -- Engage New Technology -- Find E-Fulfillment Solutions -- E-Fulfillment Supply-Chain Management -- Plan for Spikes -- Chapter 7. Choose Your Payment Systems -- Payment System Categories -- Credit Cards: Web Leaders in Payment Systems -- Enable Electronic Payments -- Ensure Online Transaction Security -- Additional Security: The Secure Sockets Layer -- Help Customers Trust You -- Chapter 8. Know Your Infrastructure -- Overview of Components -- Content Management -- Network Architecture -- Chapter 9. Selecting the Right Commerce Package -- Determining Your Needs -- Evaluate Vendor Solutions -- Ease of Modifications and Extensions -- Scalability -- Partners -- Customer Base -- A Final Reminder before You Buy -- Chapter 10. Secure Your Investment: Security Threats and Solutions -- Network Threats -- Security Policies and Procedures -- Separating Your Net from the Net: Firewalls and Proxy Servers -- Encryption -- Authentication and Access Control -- Viruses -- Chapter 11. Get Ready for Wireless! -- From E-Commerce to M-Commerce -- The Devices... Now, Then, and in the Future -- Wireless Portals -- Who Are the Players? Carriers vs. Internet Service Providers -- What Will Happen? -- Wireless Internet Convergence: Merging Technologies -- Advancing M-Commerce Applications -- Case Study: Year 2005 -- Make Your Plans -- Note to Readers -- Chapter 12. Commit to Never-Ending Improvement -- The Dell Story -- The eBay Story -- The Amazon Story -- The JCPenney Story -- The Bid.com Story -- Think! Think! Think! What's Next -- Index.