Dictionary of e-business

Sample

J. Michael Gospe, Jr

The Marketing High Ground is about three things and how to do them well: building and evaluating personas, positioning statements, and messaging. Packed with advice, templates, and techniques this playbook is a valuable resource that guides marketers to improve their go-to-market programs and drive revenue. Focuses on how to build and execute more effective integrated marketing campaigns. Illustrates the path to the high ground through three key steps: 1) creating a targeted persona as a reflection of a real target market, 2) drafting compelling positioning statements that are truly unique when compared against competitive alternatives, and 3) telling your story through a well-honed set of relevant messages guaranteed to engage the persona and not waste their time. Shows you how to get in tune with your customers' buying process, with examples, descriptions, and a prescription for success.

Sample

Dieter Fensel

Ontologies have been developed and investigated for some time in artificial intelligence to facilitate knowledge sharing and reuse. More recently, the notion of ontologies has attracted attention from fields such as databases, intelligent information integration, cooperative information systems, information retrieval, electronic commerce, enterprise application integration, and knowledge management. This broadened interest in ontologies is based on the feature that they provide a machine-processable semantics of information sources that can be communicated among agents as well as between software artifacts and humans. This feature makes ontologies the backbone technology of the next web generation, i.e., the Semantic Web. Ontologies are currently applied in areas such as knowledge management in large company-wide networks and call centers, and in B2C, B2G, and B2B electronic commerce. In a nutshell, ontologies enable effective and efficient access to heterogeneous and distributed information sources. Given the increasing amount of information available online, this kind of support is becoming more important day by day. The author systematically introduces the notion of ontologies to the non-expert reader and demonstrates in detail how to apply this conceptual framework for improved intranet retrieval of corporate information and knowledge and for enhanced Internet-based electronic commerce. He also describes ontology languages (XML, RDF, and OWL) and ontology tools, and the application of ontologies. In addition to structural improvements, the second edition covers recent developments relating to the Semantic Web, and emerging web-based standard languages.

Sample

Joel Comm

"The Web is a powerful 'money button' that can connect you with vast networks of customers, solidify your business image, and create continual growth. The key is in knowing how to install that button effectively. In an era of blogging, social networking, message boards, and web sites for every subject under the sun, it's difficult to figure out which Internet tools are the ones that will make your virtual register to 'KaChing!' It's also important to create an overall strategy with these tools that will maximize your time and web usage"--Cover, p. 2.

Sample

Paul Jackson, Lisa Harris, and Peter M. Eckersley

This is a source for students on ebusiness courses, but also for students taking modules in ebusiness as part of traditional degrees in business, marketing, computing, and information systems.