本书是世界广泛采用的电子商务教材，深入阐述了电子商务的技术和战略层面的问题。作者首先抓住 业务主题，随后讨论支持这些业务策略所需的相关技术。每章中举出详细的业务案例，引导读者将核心概念应用于现实的场景，并找出适当的解决方案。本书还提供了最新的电子商务方面的信息和资源，并讨论了国际、法律、道德和税收问题。

本书的主要特点：
　　●完整、准确地讲述电子商务
　　●兼顾电子商务的经营管理主题和技术两方面内容
　　●“LearningfromFailure'’专栏审视失败的电子商务案例，深入探究失败的根源
　　●Comprehensive Online Companion将书中的理论概念与实际案例结合起来
　　●全面集成虚拟社区、拍卖、安全和支付系统

ABOUT　THE　AUTHOR
　　　Gary Schneider is the Clarence L. Steber Professor of Accounting and Information Systems at the University of San Diego, where he teaches courses in electronic commerce, database design, supply chain management, and management account-ing. He has won several teaching awards and has served as academic director of the school's graduate programs in electronic commerce and information systems. Gary has published more than 35 books and 70 research papers on a variety of account-ing, information systems, and management topics. His books have been translated into Chinese, French, Italian, and Korean. Gary's research has been funded by the Irvine Foundation and the U.S. Office of Naval Research. His work has appeared in the Journal of Information Systems, Interfaces, and the Information Systems Audit & Control Journal. He has served as editor of the Accounting Systems and Technology Reporter, as associate editor of the Journal of Global Information Management, and on the editorial boards of the Journal of Information Systems,
the Journal of Electronic Commerce in Organizations, the Journal of Database Management, and the Information Systems Audit & Control Journal. Gary has lec-tured on electronic commerce topics at universities and businesses in the United States, Europe, South America, and Asia. He has provided consulting and training services to a number of major clients, including Gartner, Gateway, Honeywell, and Qualcomm. In 1999, he was named a Fellow of the Gartner Institute. Gary is a licensed CPA in Ohio, where he practiced public accounting for 14 years. He holds a Ph.D. in accounting information systems from the University of Tennessee, an M.B.A. in accounting from Xavier University, and a B.A. in economics from the　University of Cincinnati.

Electronic Commerce, Fourth Annual Edition provides complete coverage of the key business and technology elements of electronic commerce. The book does not assume that readers have any previous electronic commerce knowledge or experience.
　　In 1998, having spent several years doing electronic commerce research, consult-ing, and corporate training, I began developing both an undergraduate business school course and an MBA-level course in electronic commerce. Although I had used a vari-ety of books and other materials in my corporate training work, I was concerned that those materials would not work well in university courses because they were written at widely varying levels and did not have the pedagogic organization and features, such as review questions, that are so important to students.
　　After searching for a textbook that offered balanced coverage of both the busi-ness and technology elements of electronic commerce, I concluded that no such book existed. The first edition of Electronic Commerce was written to fill that void.In the second, third, and now, in this fourth edition, I have worked to improve the book and keep it current with the rapid changes in this dynamic field. The fourth edition features the addition of a comprehensive case to each chapter. Many instruc-tors like to use cases to reinforce key learning objectives and my hope is that the cases I have written will help them accomplish that reinforcement.

ORGANIZATION　AND　COVERAGE
　　Electronic Commerce, Fourth Annual Edition introduces readers to both the theory and practice of conducting business over the Intemet and World Wide Web. In the third edition, the chapters were rearranged and one new chapter was added. The fourth edition follows that format with chapters organized into four sections: an introduction, business strategies, technologies, and an integration.
　　Introduction The book's first section includes two chapters. Chapter 1, "Introduction to Electronic Commerce," defines electronic commerce and describes how companies use it to create new products and services and improve many other standard business activi-ties. Chapter I also describes the history of the Internet and the Web, provides an overview of the economic structures in which businesses operate, and describes how electronic commerce fits into those structures. Two themes are introduced in this chapter that recur throughout later chapters: examining a firm's value chain can sug-gest opportunities for electronic commerce initiatives, and reductions in transaction costs are important elements of many electronic commerce initiatives.
　　Chapter 2, "Technology Infrastructure: The Internet and the World Wide Web,"introduces the technologies used to conduct business online, including topics such as Internet infrastructure, protocols, and packet-switched networks. Chapter 2 also describes the markup languages used on the Web (HTML and XML) and discusses Internet connection options and tradeoffs.
　　Business Strategies for Electronic Commerce The second section of the book includes five chapters that describe the business strategies that companies and other organizations are using to do business online.
　　Chapter 3, “Selling on the Web: Revenue Models, and Building a Web Presence,"describes revenue models that companies are using on the Web and explains how some companies have changed their revenue models as the Web has matured. The chapter also describes how firms that understand the nature of communieation on the Web can identify and reach the largest possible number of qualified customers.
　　Chapter 4, "Marketing on the Web," provides an introduction to Internet market-ing. It includes coverage of market segmentation, technology-enabled customer rela-tionship management, rational branding, viral marketing, and permission marketing.
　　The chapter also explains how some businesses on the Web share and transfer brand benefits through affiliate marketing and cooperative efforts among brand owners.
　　Chapter 5, "Business-to-Business Strategies: From Electronic Data Interchange to lectronie Commerce," explores the variety of methods that companies are using to improve their purchasing and logistics primary activities with Internet and Web technologies. Chapter 5 also provides an overview of EDI and explores how the Internet now provides an inexpensive EDI communications channel that allows smaller businesses to reap EDI's benefits. Chapter 5 also explains how the Internet and the Web have become an important force driving the adoption of supply chain management techniques in a variety of industries.
　　Chapter 6, "Web Auctions, Virtual Communities, and Web Portals," outlines how eompanies now use the Web to do things that they have never done before,such as operating auction sites, creating virtual communities, and serving as Web portals. The chapter deseribes how firms are using Web auction sites to sell goods to their eustomers and generate advertising revenue. The chapter explains how businesses are ereating virtual communities with their eustomers and suppliers. The chapter describes how some of the major Web search engine and Web directory sites evolved into Web portals and discusses some of the challenges these sites face
now that advertising revenue has declined.
　　Chapter 7, "The Environment of Electronic Commerce: International, Legal,Ethical, and Tax Issues," discusses the challenges posed to businesses by differing language, culture, laws, and infrastructure when they conduct electronic commerce across international borders. The chapter notes that variations and inadequacies in the infrastructure that supports the Internet worldwide can make it challenging to conduct electronic commerce in certain countries. The chapter also explains that the large number of government units that have jurisdiction and power to tax makes it essential that companies doing business on the Web understand the potential liabilities of doing business with customers in those jurisdictions.
　　Technologies for Electronic Commerce The third section of the book includes five chapters that describe the technologies of electronic commerce and explain how they work. Chapter 8, "Web Server Hardware and Software," describes the computers, operating systems, e-mail sys-tems, utility programs, and Web server software that organizations use in the opera-tion of their electronic commerce Web sites. Web site hosting options are also discussed in this chapter.
　　Chapter 9, "Electronic Commerce Software," describes the basic functions that all electronic commerce Web sites must accomplish and explains the various soft-ware options available to companies of various sizes. This chapter includes a com-pletely new overview of Web services, a set of technologies that could become an important electronic commerce infrastructure element in the near future.
　　Chapter 10, "Security Threats to Electronic Commerce," discusses threats to the security of electronic commerce activities including threats to intellectual prop-erty rights, client computers, communications channels, and Web servers. The role of industry organizations in promoting computer, network, and Internet security is also outlined.
　　Chapter 11, "Implementing Electronic Commerce Security," describes security threat countermeasures that organizations can use to combat the threats presented in Chapter 10. The chapter emphasizes the importance of a written security policy and explains how encryption and digital certificates work.
　　Chapter 12, "Payment Systems for Electronic Commerce," presents a discus-sion of electronic payment systems, including electronic cash, electronic wallets,stored-value cards, credit cards, debit cards, and charge cards. The chapter describes how payment systems operate, including approval of transactions and disbursements to merchants.
　　Integration The fourth section of the book includes one chapter that integrates the business and technology strategies used in electronic commerce. Chapter 13, "Planning for Electronic Commerce," presents an overview of key elements that are typically included in business plans for electronic commerce implementations. These ele-ments include the setting of objectives and estimated costs and benefits of the project. The chapter describes outsoureing strategies used in electronic commerce and covers the use of project management as a formal way to plan and control spe-cific tasks and resources used in electronic commerce projects. This chapter also includes a discussion of staffing strategies and describes the critical staffing areas of business management, application specialists, customer service staff, systems administration, network operations staff, and database administration.

FEATURES
　　The fourth annual edition of Electronic Commerce includes a number of features and offers additional resourees designed to help readers understand electronic commerce. These features and resources include:
　　Business Case Approach The introduction to each chapter includes a real business case that provides a unifying theme for the chapter. The case provides a backdrop for the material described in the chapter.
　　Each case has been chosen carefully to illustrate the role and use of electronic commerce.
　　Learninp From Failures Not all electronic commerce initiatives have been successful. Each chapter in the book includes a short summary of an electronic commerce failure related to the content of that chapter.
　　We all learn from our mistakes--this feature is designed to help readers　understand the missteps of electronic commerce pioneers who learned their lessons the hard way.
　　Summaries Each chapter concludes with a Summary that concisely recaps the most important concepts in the chapter.
　　Online Companion The Online Companion is a set of Web pages main-tained by the publisher for readers of this book. The Online Companion　complements the book and contains links to Web sites referred to in the book and to other online resources that further illustrate the concepts presented. The Web is constantly changing and the Online Companion　is continually monitored and updated for those changes so that its links continue to lead to useful Web resources for each chapter. You can　find the Online Companion for this book at http:www. course. com/downloads/sites/ecommerce4/or by visiting Course Technology's Web　site at www. course, com/and searching on Electronic Commerce.
　　Online Companion References in Text Throughout each chapter, there　are Online Companion References that indicate the name of a link included in the Online Companion. Text set in bold, sans-serif letters (“Metabot Pro") indicates a like-named link in the Online Companion.
　　The links in the Online Companion are organized under chapter and subehapter headings that correspond to those in the book. The Online Companion also contains many supplemental hnks to help students　explore beyond the book's content.
　　 Review Questions and Exercises Every chapter concludes with mean-ingful review materials including both conceptual discussion questions and hands-on exercises. The review questions are ideal for use as the　basis for class discussions or as written homework assignments. The exercises give students hands-on experiences that yield a computer　 output or a written report.
　　Cases Each chapter includes a comprehensive case that illustrates key　learning objectives from that chapter. The eases offer students a rich environment in which they can apply what they have learned from　reading the book and provide a motivation for doing further research on the topics.
　　For Further Study and Research Each chapter concludes with a compre-hensive list of the resources that were consulted during the writing of the chapter. These references to publications in academic journals, books, and　the IT industry and business press provide a sound starting point for read-ers who want to learn more about the topics contained in the chapter.
　　
TEACHING TOOLS
　　When this book is used in an academic setting, instructors may obtain the following teaching tools from Course Technology:
　　Instructor's Manual The Instructor's Manual has been carefully pre-pared and tested to ensure its accuracy and dependability. The Instructor's Manual is available through the Course Technology Faculty Online Companion on the World Wide Web (call your customer service representative for the exact URL and to obtain your username and　 password).
　　ExamView This textbook is accompanied by ExamView, a powerful testing software package that allows instructors to create and adminis-ter printed, computer (LAN-based), and Internet exams. ExamView　includes hundreds of questions that correspond to the topics covered in this text, enabling students to generate detailed study guides that include page references for further review. The computer-based and Internet testing components allow students to take exams at　 their computers, and also save the instruetor time by grading each exam automatically.
　　Classroom Presentations Microsoft PowerPoint presentations are avail-able for each chapter of this book to assist instructors in classroom lec-tures or to make available to students. The Classroom Presentations are included on the Instructor's CD.
　　　　　　　　　　　　　　　　　　　　　　　　　　　 DEDICATION
To Cathy, Ben, Annie, and Maggie

Chapter 1: Introduction to Electronic Commerce
Chapter 2: Technology Infrastructure: The Internet and the
　　　　　　 World Wide Web
Business Strategies For Electronic Commerce
Chapter 3: Selling on the Web: Revenue Models
　　　　　　 and Building a Web Presence
Chapter 4: Marketing on the WebChapter 5: Business-to-Business
　　　　　　 Strategies: From Electronic Data
　　　　　　 Interchange to Electronic Commerce
Chapter 6: Web Auctions, Virtual Communities, and Web Portals
Chapter 7: The Environment of Electronic Commerce:
　　　　　　 International, Legal, Ethical, and Tax Issues
Technologies for Electronic Commerce
Chapter 8: Web Server Hardware and Software
Chapter 9: Electronic Commerce Software
Chapter 10: Security Threats to Electronic Commerce
Chapter 11: Implementing Electronic Commerce Security
Chapter 12: Payment Systems for Electronic Commerce
Integration
Chapter 13: Planning for Electronic Commerce
Glossary
Index

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