Customer Reviews

The E-Commerce Arsenal: 12 Technologies You Need to Prevail in the Digital Arena

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In the Preface, Gutzman explains that her book "is designed to tell you what the must-have technologies are for your Web site, with resources listing vendors for each technology. However, new vendors are entering the field daily. For example, for the technology I discuss in the Epiloque, alternative payment systems, I received three press releases in the week before the book went to the printer. In fact, this book has been difficult to write because I have never felt that any chapter was finished." Nor could one be. There are several reasons why I thus begin this brief commentary. First, to indicate that Gutzman focuses on "must-have technologies" rather than on, for example, specific strategies and tactics. Also, to indicate (as does she) how rapidly circumstances in the "digital arena" can change. Finally, to suggest that a Web site is never "finished." Gutzman organizes her material within five Parts: The E-Commerce Climate, Technologies for Driving Traffic, Technologies for Making Buying Easier, Technologies for Customer Service, and finally, Turnkey Growth. Of special interest to me are the various "Case Studies" of exemplar companies and technology applications. Also various "Profiles" such as those of "Net Perceptions", "Soliloquy" and "BroadVision", each of which briefly discusses specific functions, features, and benefits of specific technologies. As a non-technical person, I commend Gutzman on creating access for me to subjects which can sometimes be daunting, if not intimidating.

Gutzman's is a "three-pronged strategy" for meeting your demands: implement essential technologies, maintain a flexible business model, and outsource everything. Think of the material in her book as if it were on display in a store which you enter, tool box in hand. Roam the aisles. Examine various clusters of items. She is your expert advisor as well as the store's proprietress. (I strongly suspect that she had this metaphor in mind when writing the book.) Over time, all of your questions are answered. She helps you to make appropriate selections. In process, she has helped you to understand not only what you need and how to use it but also why you need it. Effective use of the 12 "must have" technologies will drive traffic to the Web site, create and sustain Web site functionality, and facilitate customer service which ensures that the Web site will be ETDBW (Easy to Do Business With). In the Epilogue, Gutzman adds another "must have" technology: alternative payment systems.

For whom will this book be most valuable? First, I highly recommend it to decision-makers in small-to-midsize organizations which already have or are now developing a Web site. The more they know and the more they understand, the better prepared they will be to select and then work with vendors. (NOTE: Reputable vendors will welcome such expertise because it enables them to accomplish more for their client and in less time. The same expertise will enable decision-makers to recognize disreputable vendors, either immediately or soon thereafter. That one benefit all by itself is worth at least ten times the cost of the book and probably a great deal more.) I also strongly recommend this book to decision-makers in larger organizations because, in the "digital arena", they will be expected (if not required) to gain a literacy in the technologies which Gutzman examines. Also, these same decision-makers will become progressively more involved in business initiatives (marketing, client relationships, strategic planning, market research, etc.) which the "must have" technologies support. Congratulations to Gutzman on a brilliant achievement.

The E-Commerce Arsenal surveys twelve technologies needed to prevail in the digital business world, from submitting a URL and web positioning to using targeted direct email. The case histories from other business experiences are particularly revealing, covering common problems and solutions.

This is a MUST buy for anyone even thinking of deploying any type of eCommerce web site from the small one person web shop to the fortune 500 company. You will gain from each chapter, as they build on one another, she explains in detail the 12 different areas that make up a web site. No matter who you are, from the person knee deep in code to upper management, she does not leave out anything. There is something for all in this book.

Her chapters on content management we right on target. Having been through two companies myself that have implemented them I think she explains in detail the questions to ask each vendor, to ensure you are fully aware of what the product can do for you and how it can really take your existing web site to the next level.

I highly recommend it !

The first section of the book is dedicated to technologies that attract visitors. Affiliate marketing is clearly explained, and the tips for making your site search engine friendly (so that it will rank well) are great. I've been in Internet Marketing for a while (having come from product line marketing) and I've never seen such clear, lucid, non-jargon-laden descriptions of how Internet marketing works. The author demonstrates how to make the numbers add up, such as how to negotiate a favorable listing agreement with an aggregator, with real data. Each chapter also has a list of vendors that can help your site implement these technologies. This book is more than just an explanation of how these technologies work, it's a handbook for getting started. I can't recommend it highly enough.

This book gives practical, action oriented information for both developers and merchants, and explains it in an easily comprehendible way. The author does not dwell on theory or basics, but gives concrete insight into what's working and what's not from the first chapter - something I've found very valuable as one who has little time to read a book from cover to cover.

This book is exactly what I was looking for!! It seems that so many e commerce books concentrate on large corporations, but this book has a little bit of everything for everyone. I was impressed with the handy resources found at the end of every chapter. What a thrill to provide my students with an e commerce text book that explains key issues and how to implement them. Gutzman does a fantastic job at articulating a commonly complex process into easy to understand segments. This book will be a very important tool for my students.

Those businesses that make the best use of the best technologies available are the truly innovative and solid e-businesses. The most successful of these companies are the ones that recognize that a retail sale is still a very human activity and requires a mix of technology and personalization. Marketing and promotions are still required; however, the internet requires technology upgrades at a greater rate. There are still three keys of retail, and these objectives must be met properly utilizing the latest technologies in order to be successful:

· Attract customers
· Make shopping simple and easy
· Offer superior customer service

The author of this book lists twelve "must-have" technologies that will help to achieve the three listed objectives. The reader will learn about:

· Place websites high in the search engine
· Partner with aggregators
· Use targeted electronic direct mail
· Connect with customers on the go
· Install search tools to help buyers find what they want
· Make the site personal
· Adapt the site for global customers
· Give customers real-time inventory access
· Keep all information current by using a content management system (CMS)
· Use real-time presales chat and other online customer support
· Integrate on-line and offline customer support
· Realize and use the importance of alternate payment systems

This book was helpful in defining all the new technologies and illustrates many challenges businesses face integrating their initiatives online.

There are a lot of facets to running a business that not only must serve an online community but an offline customer base as well. Gutzman does a nice job highlighting the various sectors and the tools businesses must consider to address those needs. She provides examples and case studies. Good book, must read.