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Textbook
e-Business: Organizational and Technical FoundationsApril 2006, ©2006
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Using lots of real-world examples, this incisive guide helps people understand the theory and practice of e-business today
- Offers a thorough examination of the relationship of e-business to business strategy, from business models, supply chains and integrated value chains to governance structures
- Covers key topics that businesses need to consider with designing an e-business strategy, from XML and business processes to electronic intermediaries and markets, e-procurement and e-business networks
- Provides a complete overview of the technical foundations of e-business, with discussions of security, middleware, component-based development, legacy applications, enterprise application integration, web services and business protocols
Part I: Getting Started with E-Mail Marketing.
Chapter 1: Adding E-Mail to a Successful Marketing Mix.
Chapter 2: Maximizing Revenue with E-Mail.
Chapter 3: Becoming a Trusted Sender.
Part II: Mapping Out an E-Mail Marketing Strategy.
Chapter 4: Developing Objectives.
Chapter 5: Building a Quality E-Mail List.
Chapter 6: Making Your E-Mail Content Valuable.
Part III: Constructing an Effective Marketing E-Mail.
Chapter 7: Designing Your E-Mails.
Chapter 8: Including Text in Your E-Mails.
Chapter 9: Including Images in Your E-Mails.
Chapter 10: Creating From and Subject Lines That Get Noticed.
Part IV: Sending Specialized E-Mail Campaigns.
Chapter 11: Combining E-Mail with Social Media.
Chapter 12: Designing and Delivering E-Mails for Mobile Devices.
Chapter 13: Automating Your E-Mail Marketing.
Part V: Delivering and Tracking Your E-Mails.
Chapter 14: Tracking Your E-Mail Campaign Results.
Chapter 15: Maximizing E-Mail Deliverability.
Chapter 16: Capitalizing on Clicks and Other Responses.
Part VI: The Part of Tens.
Chapter 17: Top Ten Worst E-Mail Content Blunders.
Chapter 18: Ten E-Mail Marketing Resources.
Appendix: A Sample E-Mail Portfolio.
Index.
- This book is unique in that it contains an in-depth coverage of e-Business that interrelates the business and technical angles of the subject, as well as including concepts, definitions, processes, principles and strategy.
- Numerous real world examples help students understand and appreciate how theory has been put into practice in e-Business.
- The structure of the book has been mapped out to allow readers with different interests to navigate logically through the areas of interest to them.
Fabio Casati, Ph.D. Senior scientist Hewlett-Packard Company, Palo Alto, CA
“This book represents a shift in our thinking of e-business; away from purely technical considerations, to a view that embraces business and technical perspectives. The international examples of business applications and technical exercises will be of great value to students”.
Professor Christopher P. Holland, Manchester Business School
“Over the past 10 years, e-business has revolutionized the way enterprises conduct business with each other. Yet we are still at the dawn of this revolution because the technology that supports e-business is complex and still being specified. Mike and Piet’s book provides the foundation to understand what has been accomplished and to innovate in building the economy of the 21st century.”
Jean-Jacques Dubray, Ph.D., Editor of the OASIS ebXML Business Process Specification v2.0.1
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