全屏显示专题章节

1.1

序
1.2

前　言
1.3

Chapter 1　Internet and World Wide Web
1.3.1

Section A　E-Business Essentials
1.3.1.1

The ABC of Internet and World Wide Web
1.3.2

Section B　Online Reading Material
1.3.2.1

The Internet and Business
1.3.3

Section C　Online Surfing
1.3.3.1

What We Will Need to Get Started
1.3.4

Section D　Supplementary Reading
1.3.4.1

E-English Rules the Waves
1.4

Chapter 2　Electronic Business Basics
1.4.1

Section A　E-Business Essentials
1.4.1.1

Defining E-Business
1.4.2

Section B　Online Reading Material
1.4.2.1

Power at Last
1.4.3

Section C　Online Surfing
1.4.3.1

An E-mail Account
1.4.4

Section D　Supplementary Reading
1.4.4.1

What's the Meaning of@in the E-mail Address
1.5

Chapter 3　Business-to-Business E-Business
1.5.1

Section A　E-Business Essentials
1.5.1.1

Defining Business-to-Business E-Business
1.5.2

Section B　Online Reading Material
1.5.2.1

How Business-to-Business Works
1.5.3

Section C　Online Surfing
1.5.3.1

Search Engines and Directories
1.5.4

Section D　Supplementary Reading
1.5.4.1

Google Is Adding Major Libraries to Its Database
1.6

Chapter 4　Business-to-Consumer E-Business
1.6.1

Section A　E-Business Essentials
1.6.1.1

Defining Business-to-Consumer E-Business
1.6.2

Section B　Online Reading Material
1.6.2.1

Understanding B2C E-Business
1.6.3

Section C　Online Surfing
1.6.3.1

Web Address and Domain Names
1.6.4

Section D　Supplementary Reading
1.6.4.1

From a Librarian to America's Richest Man
1.7

Chapter 5　E-Business Web Site
1.7.1

Section A　E-Business Essentials
1.7.1.1

Reviewing Web Hosting Vocabulary
1.7.2

Section B　Online Reading Material
1.7.2.1

Usability of the E-Business Web Site
1.7.3

Section C　Online Surfing
1.7.3.1

Visiting Online Stores
1.7.4

Section D　Supplementary Reading
1.7.4.1

Big Media，Little Blogosphere
1.8

Chapter 6　Marketing Strategy for E-Business(Ⅰ)
1.8.1

Section A　E-Business Essentials
1.8.1.1

Identifying Marketing Issues
1.8.2

Section B　Online Reading Material
1.8.2.1

E-Marketing Planning
1.8.3

Section C　Online Surfing
1.8.3.1

Online Advertising:Banner Ads
1.8.4

Section D　Supplementary Reading
1.8.4.1

China Promises Internet Bounty
1.9

Chapter 7　Marketing Strategy for E-Business(Ⅱ)
1.9.1

Section A　E-Business Essentials
1.9.1.1

Market Research for E-Business
1.9.2

Section B　Online Reading Material
1.9.2.1

Applying the Marketing Mix to E-Business
1.9.3

Section C　Online Surfing
1.9.3.1

Online Forms
1.9.4

Section D　Supplementary Reading
1.9.4.1

How Auction Sites Work Online
1.10

Chapter 8　Electronic Payments
1.10.1

Section A　E-Business Essentials
1.10.1.1

Electronic Payments
1.10.2

Section B　Online Reading Material
1.10.2.1

E-payment on the World Wide Web
1.10.3

Section C　Online Surfing
1.10.3.1

E-Bank
1.10.4

Section D　Supplementary Reading
1.10.4.1

Gates:China Will Become Biggest User of Broadband
1.11

Chapter 9　Security Issues
1.11.1

Section A　E-Business Essentials
1.11.1.1

Security Requirements and Threats
1.11.2

Section B　Online Reading Material
1.11.2.1

A Security Plan for E-Business
1.11.3

Section C　Online Surfing
1.11.3.1

Upgrade Security Guard
1.11.4

Section D　Supplementary Reading
1.11.4.1

Why eBay Is Buying Skype
1.12

Chapter 10　Customer Service Strategies
1.12.1

Section A　E-Business Essentials
1.12.1.1

Customer Service
1.12.2

Section B　Online Reading Material
1.12.2.1

Supporting Customers Online
1.12.3

Section C　Online Surfing
1.12.3.1

Discussion Forums and Chat Rooms
1.12.4

Section D　Supplementary Reading
1.12.4.1

The Finer Points of E-mail Etiquette
1.13

阅读材料参考译文
1.14

参考书目

1.9 Chapter 7　Marketing Strategy for E-Business(Ⅱ)

Chapter 7　Marketing Strategy for E-Business(Ⅱ)

Although the e-Business revolution has brought the world to the doorstep of every online business，the world will not necessarily cross the threshold．Technology only makes an online business accessible;marketing makes Web surfers into customers．In Chapters 6 and 7，we will look at marketing issues as they closely relate to conducting business online．