Wiley Pathways E-Business

Greg Holden is the author of more than thirty books on computers and the Internet. Virtually all of his books provide both entrepreneurs and small businesses, respectively, with the knowledge and tools they need to expand their operations to include the Internet. Some recent titles that Holden has been a part of include eBay PowerUser's Bible and Starting an Online Business for Dummies, both published by Wiley.

• Part 1 Getting Started in E-BusinessChapter 1 An Introduction to E-Business 1Introduction 21.1 The History of the Internet and E-Businesses 21.2 The Power of Selling on the Internet 51.3 What Can You Sell Online 81.4 Popular E-Business Models 14Chapter 2 The Law, Ethics, and Consumer Policies 23Introduction 242.1 Legal Organization Options 242.2 Identification Numbers, Licenses, and Zoning 302.3 Understanding Copyrights and Trademarks 352.4 The Basics of Business Ethics 392.5 Establishing Online Policies 42Chapter 3 Planning an E-Business 63Introduction 643.1 Developing a Business Idea 643.2 Analyzing a Business Idea 693.3 Identifying a Target Market 753.4 The Value of a Business Plan 793.5 The Elements of an Effective Business Plan 83Chapter 4 Financing and Launching an E-Business 97Introduction 984.1 Launching a Business on a Tight Budget 984.2 Common Sources of Financing 1044.3 Hiring Employees 1124.4 Purchasing an Existing Web Site 116Chapter 5 Accounting and Taxes 133Introduction 1345.1 The Basics of E-Business Accounting 1345.2 Income Taxes for E-Businesses 1425.3 Employment and Sales Taxes 1455.4 Professional Accounting Support 148Part 2 Operating an E-BusinessChapter 6 Online Payments and Shopping Carts 163Introduction 1646.1 Accepting Payments with Credit CRDS 1646.2 Alternative Payments Options 1726.3 An Introduction to Shopping Carts 1776.4 Exploring Shopping Cart Solutions 182Chapter 7 Products, Inventory, and Fulfillment 191 Introduction 1927.1 Selecting and Pricing Products 1927.2 Building and Managing Inventory 1987.3 Successful Fulfillment Strategies 2027.4 Shipping Products 209Chapter 8 Marketing and E-Business 2198.1 Marketing Basics: Branding and Budgeting 2208.2 E-Business Advertising 2248.3 Marketing to Newsgroups and Mailing Lists 2308.4 Creative Promotional Strategies 234Chapter 9 Effectively Using Search Engines 251Introduction 2529.1 An Introduction to Search Engines 2529.2 Signing Up with Search Engines 2569.3 and Keywords 264 9.4 Search-Engine Rankings 269Chapter 10 E-Business Customer Service 279Introduction 28010.1 Understanding and Serving Online Customers 28010.2 Sharing Product Information Online 28810.3 Effectively Using Email for Customer Service 29310.4 Advanced Customer Service Strategies 298Part 3 Creating and Operating a Web SiteChapter 11 Equipment, Software, and Web Hosting 307Introduction 30811.1 Basic Office Equipment 30811.2 Essential Software 31611.3 Internet Service Providers 32111.4 Selecting a Web Host 325Chapter 12 Successful Web Site Design 337Introduction 33812.1 Choosing and Registering Domain Names 33812.2 Planning and Designing an Effective Web Site 34612.3 Working with a Professional Web Designer 35512.4 Launching a New Web Site 361Chapter 13 Tracking and Analyzing Customer Data 371Introduction 37213.1 Assessing Web Site Traffic 37213.2 Traffic Analysis with Software 38013.3 Collecting Customer Information 38613.4 Putting Customer Data to Work 392Chapter 14 E-Business Security 401Introduction 40214.1 E-Commerce Risks and Security 40214.2 Internet Security Threats 40914.3 Security Planning 41814.4 Advanced Topics in E-Business Security 423Glossary 433Index 443

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