Hjem

Introduction 1 Book
1: Start-Up Essentials 5
Chapter 1: Starting from Scratch 7
Chapter 2: Turning Ideas into a Viable Internet Business 17
Chapter 3: Getting Real: Creating a Usable Business Plan 31
Chapter 4: Funding Your Online Business 39
Chapter 5: Creating Policies to Protect Your Website and Customers 57
Chapter 6: Setting Up Shop: What You Need for Online Efficiency 67 Book
2: Legal and Accounting 83
Chapter 1: Minding the Law 85
Chapter 2: Choosing the Right Foundation: From Partnerships to Corporations 95
Chapter 3: The Trademark-and-Copyright Two-Step 105
Chapter 4: Accounting for Taxes (and Then Some) 113 Book
3: Website Functionality and Aesthetics 135
Chapter 1: What''s in a (Domain) Name? 137
Chapter 2: Designing for User Experience 151
Chapter 3: Building a Site Without Spending a Fortune 169
Chapter 4: Serving Up Your Site 189
Chapter 5: Developing Content That Satisfies Visitors and Search Engines 199
Chapter 6: Going Beyond Beta and Launching Your Site 213 Book
4: Online and Operating 223
Chapter 1: Determining Your Revenue Model 225
Chapter 2: Making Money with Affiliate Programs 245
Chapter 3: Turning Information into Profit: From E-Books to Webinars 257
Chapter 4: Paying with the Right Payment Options 269
Chapter 5: Putting the (Shopping) Cart before the Horse 281
Chapter 6: Taking Inventory 295
Chapter 7: Fulfilling Expectations and Orders 305 Book
5: Managing Security Risks 325
Chapter 1: Understanding Security and Your Risks 327
Chapter 2: Developing a Plan: Security and Business Continuity 337
Chapter 3: Spotting and Thwarting Hackers and Net-Thieves 351
Chapter 4: Locking Down Your Site and Your Business 369 Book
6: Online Marketing Basics 377
Chapter 1: Jump-Starting Traffic and Driving Sales 379
Chapter 2: Your Own Public Relations for the Web 397
Chapter 3: Web Marketing at Work 411
Chapter 4: Converting Browsers to Buyers 435
Chapter 5: Analyzing and Monitoring Your Customers 451
Chapter 6: Mastering Search Engines, Optimization, and Rankings 473 Book
7: Retail to E-Tail 493
Chapter 1: Expanding Online to Keep and Grow Customers 495
Chapter 2: Managing the Differences between In-Store and Online Commerce 513
Chapter 3: Window Dressing for the Online Display 525
Chapter 4: Revving Up with Mobile Marketing, Social Media, and More 535
Chapter 5: Troubleshooting the Transition to Online Retail 553 Book
8: E-Commerce Fundamentals 565
Chapter 1: Starting Up with E-Commerce Functionality 567
Chapter 2: Mastering the Amazon 577
Chapter 3: Web-ify Your Store with Shopify 589
Chapter 4: Making eBay THE Way 607
Chapter 5: Posting Pictures for Profit 625 Book
9: E-Business for Nonprofits 645
Chapter 1: Raining Donations: Fundamentals for Online Giving 647
Chapter 2: Adding Online Moneymakers to an Existing Site 657
Chapter 3: Growing an Active Donor Base: Your Virtual Community 673
Chapter 4: Identifying Online Marketing Strategies That Fit the Cause 683
Chapter 5: Legal Considerations for Nonprofit Organizations 693 Book
10: E-Commerce Trends and Market Opportunities 701
Chapter 1: Discovering Niche Markets 703
Chapter 2: Building Business via Social Commerce 709
Chapter 3: Evaluating the SaaS Model: Selling Software and Apps 729
Chapter 4: Generating Opportunities through the Generations: Millennials, Boomers, and Beyond 741 Book
11: E-Commerce Advanced 759
Chapter 1: Mapping the Digital Buyer''s Journey 761
Chapter 2: Getting Personal with Content Marketing 771
Chapter 3: Listening to the Voice of the Customer 789
Chapter 4: Overhauling an Aging Online Business 805
Chapter 5: Expanding Products to Increase Stagnant Sales 819
Chapter 6: Transitioning a Small Site into Big Business 829 Index 845