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Killer Content

Killer Content

Strategies for Web Content and E-Commerce

Mai-Lan Tomsen

212 pages, parution le 20/04/2000

Résumé

In just a few short years, the World Wide Web has turned traditional retail business models upside down. Killer Content describes how to adapt your business, application, and network topologies to meet the needs of the most important new breed of customer--the online consumer.

A well-rounded guide for IT professionals and system architects, this book defines the changing models for Web-based commerce and shows you how to correlate the demands and rewards of digital commerce and adapt them to your own business environment. Killer Content explains this important value-add information for maintaining your content-driven business.

In addition to learning about the emerging digital assets and consumer communities, the author examines a series of case studies from Internet groundbreakers such as Priceline.com, TheStreet.com, Salon, Yahoo!, and Amazon.com. The book explains how these innovative companies generated revenue by understanding the needs of Net users. Killer Content also examines the emerging services and issues around digital commerce, such as personalization, privacy, and payment. Other key topics include:

The business models in digital commerce that generate real return-on-investment for content sites

A profile of the business problems and personal goals that drive the online consumer's browsing and navigation patterns

A synopsis of the different technologies available to implement and manage digital commerce

An in-depth summary of the technical challenges of delivering products ordered over the Internet.

Table of contents

Preface
Part I: Concepts
Chapter 1. Content Value Exchange
Concepts and Strategies
The Need for Value
The Dilution of Loyalty
Early Examples of Value Exchange
Net User Value Exchange
Business-to-Business Value Exchange
Common Success Factors
Net Browsers and Net Buyers
Summary
Chapter 2. The Role of Relevance
Free and Premium Content in Action
High-Value Content Exchange: TheStreet.com
Premium Content
Lessons Learned from TheStreet
Retail Value Exchange
Perils of Single-Dimension Value Exchange
Diversifying Value Exchange
Information Value Exchange
Poor Value Content Exchange: International Herald Tribune
New Media "Cannibalization"
Media Cannibalization in the Retail World
Building Brands Through Value Exchange
Summary
Chapter 3. Value Exchange Variations
Categories of Value Exchange
Promotional Value Exchange
Commerce Value Exchange
Net User Goals and Expectations
The Dangers of Single-Dimension Value Exchange
The Problem with Priceline.com
Content Value Exchange
Networks and Portals
Evolution of Network Content Value Exchange
Vertical Portals (Vortals)
Relevance in Content Value Exchange
Information Without Usability
Entertainment Value Exchange
The Role of Bandwidth
Broadcasting and Integrated Entertainment
The Music Revolution
Summary
Chapter 4. Diversification of Revenue Streams
An Evolution Underway
Monetizing Commerce Exchange
Negotiated Pricing by Auction
Fulfilling Payment in an Auction Exchange
Monetizing Content and Entertainment Exchange
Early Failures at Content Commerce
Advertising
Syndication
Pay-per-Access
Subscription
Secure Distribution
Summary
Part II: Strategies
Picking the Right Strategy for Your Site
Chapter 5. Supporting User Experience
Provide Membership
Acquiring Information for Lost Passwords
Web Site Cookies
Acquiring Information for Marketing Products
Personalize the User Experience
Support Users
Communicate via Community
Net User Communication Forums
Fantasy-based Communities
Reward Net Users
Market Effectively
Advertising with Banners and Buttons
Direct E-mail Marketing
Set Up Smart Affiliate Relationships
Portal-to-Portal Affiliate Relationships
Site-to-Site Affiliate Programs
Affiliation by Content
Summary
Chapter 6. Designing the Web Information Structure
Use Consistent and Clear Navigation
Web Page Templates
Site Search Utilities
Support Personalization
Personalizing Content
Using Personalization Engines
Streamline Form-based Processes
Accept Major Credit Cards
Handling Payments without a Credit Card
Standardize Forms
Practice Open Disclosure
Privacy Rights of Children
Posting Policy Statements
Privacy Statements
Third-Party Seals
Use Appropriate Digital Rights Management
Secure Distribution
Digital Watermarking
Summary
Chapter 7. Facilitating Web Site Processes
Elements of a Process Infrastructure
Understand Solutions Provided by Content and E-commerce Systems
Manage Process Relationships Effectively
Content Management Cycle
Automating Workflows
Take Advantage of Business Intelligence
Develop Scalable Affiliate and Syndication Management Programs
Affiliate Program Management
Avoiding Affiliate Fraud
Increasing Traffic through Syndication
Syndication Roles
Summary
Epilogue
Glossary
Bibliography
Index

L'auteur - Mai-Lan Tomsen

Mai-Ian Tomsen

was one of the first product managers at Qpass, focusing on the growth and development of the system infrastructure supporting customer activity and transaction load for the content network. Previously, she worked at Microsoft on COM+ Services, Transaction Server, and Commerce Server. Mai-Ian has helped leading organizations, such as the Wall Street Journal, New York Times, and Corbis, gain revenue from content commerce. She has written numerous articles for Microsoft Systems Journal and Microsoft Internet Developer. Mai-Ian can be contacted at mailan@earthlink.net.

Caractéristiques techniques

  PAPIER
Éditeur(s) Addison Wesley
Auteur(s) Mai-Lan Tomsen
Parution 20/04/2000
Nb. de pages 212
Format 18,6 x 23,3
Poids 450g
EAN13 9780201657869

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