E-COMMERCE

Preface ................................................ 7 Introduction ........................................... Chapter 1. KNOWLEDGE MANAGEMENT PECULIARITIES IN E- 9 BUSINESS: ACTUALITY AND TENDENCIES ......... 12 Introduction............................................ 1.1. The importance of knowledge management to increase the 12 efficiency of the organisations activity in e-business ...... 15 1.2. Employee competency integrated assessment in e-business 1.2.1.Theoretical evaluation aspects of factors affecting em- 19 ployee competency .......................................... 1.2.2. The identification of the factors affecting the employee 21 competency ................................................ 1.2.3. Concept complex competency assessment model of e- 26 business organisation ........................................ 1.3. Analysis of factors motivating human resources in e-busi- 33 ness .................................................. 1.3.1. Theoretical evaluation aspects of factors affecting human 34 resources motivation ........................................ 1.3.2. Analysis of factors that influence the motivation of human 36 resources .................................................. 1.4. Evaluation system of factors affecting creativity in e-busi- 37 ness .................................................. 1.4.1. Theoretical evaluation aspects of factors affecting creativ- 41 ity ......................................................... 1.4.2. Identification of factors affecting creativity. Partial inte- 42 grated criterion (third stage) ................................ 48 1.4.3. Evaluation system of factors affecting creativity ........ 49 1.5. Knowledge appliance process in e-business organisation .. 1.5.1. The factors proceeding efficiency of knowledge appliance 53 process in e-business ........................................ 1.5.2. The selection of the method to evaluate efficiency of know- 56 ledge appliance process in e-business ......................... 59 Conclusions ........................................... 60 Self test questions ..................................... 63 References ............................................ Chapter 2. CONTENT MANAGEMENT IN VIRTUAL ORGANIZA 64 TIONS ............................................... 70 5 Table of Contents Introduction ........................................... 2.1. A systematical approach to automate content management 70 in a vitual ogranization ................................. 71 2.2. The concept of the content. Content Management ..... 73 2.3. The life cycle of the document ......................... 74 2.4. Document management in a virtual organization ........ 76 2.5. Content capture technology ............................ 77 2.6. Cloud technologies in business processes CMS .......... 83 Conclusion ............................................. 85 References ............................................ 86 Chapter 3. MARKETING COMMUNICATION IN DIGITAL AGE ... 87 Introduction ........................................... 87 3.1. The growing potential of the market ................... 88 3.2. Previous studies in e-business and e-marketing areas .... 91 3.3. The specifics of Internet marketing in B2B communication 92 3.4. E-marketing tools ..................................... 94 3.5. Social networks in marketing ........................... 98 6 3.6. Effectiveness evaluation theories ........................ 100 3.7. Website quality and efficiency evaluation ................ 101 3.8. Cases: resent research results .......................... 106 3.8.1. Online advertisements efficiency research .............. 106 3.8.2. Evaluation of Lithuanian e-shops ...................... 109 Conclusions ........................................... 110 Self test questions ..................................... 111 References ............................................ 111 Chapter 4. IMPROVING THE EFFICIENCY OF E-COMMERCE .. 116 Introduction ........................................... 116 4.1. Scientific research. E-commerce as the Internet technology 116 4.2. Promotion of e-business ............................... 120 4.3. A set of basic tools for e-business ...................... 121 4.4. Security in e-commerce ................................ 124 Conclusion ............................................ 133 Self-examination questions ............................. 133 References ............................................ 134 Chapter 5. ELECTRONIC PAYMENT SYSTEMS.................. 135 Introduction............................................ 135 5.1. The concept of electronic payments.National payment system in Russia ....................................... 136 5.2. Electronic payment systems based on «Client-Bank» and online banking ......................................... 143 5.3. Electronic payments via bank cards ..................... 151 Table of Contents 5 5.4. Electronic payments via digital cash .................... 160 5.5. Internet payment system based on virtual accounts ...... 164 Conclusion ............................................ 166 Self-examination questions ............................. 166 References ............................................ 167 Chapter 6. MANAGEMENT OF THE VIRTUAL ENTERPRISE .... 168 6.1. Virtual enterprise, electronic business, electronic commerce, model of management, manager .................... 168 6.2. Manager .............................................. 174 6.3. Channel ............................................... 175 6.4. Information environment. Knowledge ................... 175 6.5. Problem field .......................................... 176 Self-examination questions ............................. 178 References ............................................ 178 Chapter 7. INTERNET MARKETING ............................ 180 Introduction ........................................... 180 7.1. The concept and structure of the Internet Marketing .... 180 7.2. Market research on the Internet ........................ 182 7.3. Internet advertizing .................................... 187 7.3.1. The concept of Internet advertising .................... 187 7.3.2. Announcement of the search engines and search engine optimization. The concept and purpose of search engine optimization ................................................... 189 7.3.3. Search Engine Advertising ............................ 209 7.3.4. Participation in the rankings and registration in catalogs 215 7.3.5. Banner advertising ................................... 219 7.3.6. Link Exchange ....................................... 236 7.3.7. Profiling and personalization in online advertising........ 239 7.3.8. E-mail-advertising. Basic concepts and advantages e-mailadvertising ................................................. 242 7.3.9. Discussion lists ....................................... 248 7.3.10. Virus marketing. Concept and principles of virus marketing ........................................................ 251 7.3.11. Other methods of advertizing ........................ 258 7.3.12. Analysis of efficiency of Internet advertizing ........... 259 7.3.13. Methods of the collection of information, used for the analysis .................................................... 263 7.4. Marketing in social networks and blogs ................. 282 7.5. Partner programs ...................................... 287 7.6. The problem of return visitors and create a captive audience 292 7.6.1. Statement of the problem of creating a virtual community 292 7.6.2. Methods for creating a virtual community .............. 294 9 Table of Contents 7.7. Off-line support for online projects ...................... 297 Self-examination questions.............................. 298 References ............................................ 299 Chapter 8. REACHING SUSTAINABLE DEVELOPMENT GOALS THROUGH E-GOVERNMENT IN THE POST-2015 AGENDA ............................................. 301 Introduction ........................................... 310 8.1. E-government: definition, functions and stages .......... 302 8.2. E-government: global tendencies ....................... 304 8.3. Formation and development of e-government in Uzbekistan 308 Self-examination questions ............................. 314 References ............................................ 314The development of the universities’ ability to quickly respond to new demands of the labor market and to adapt, update, develop and introduce new areas of study to ensure demand for the graduates provides the participation in the international projects of the European program improving higher education «TEMPUS». The project TEMPUS — ECOMMIS («double-level training programs of e-commerce developing the information society in Russia, Ukraine and Israel») was launched in October 2011, and belongs to a class of joint projects to develop new courses and courses for bachelor’s and master’s degrees. The project consortium involves 12 universities from Germany, the Netherlands, Lithuania, Israel, Russia and Ukraine. The main objective of the project is to develop and implement new academic courses and areas of study, taking into account the current status and trends of economic development and the specific requirements of the labor market on the basis of cooperation between universities in different countries. The main feature and complexity of the project academic content of is that e-commerce as an academic concept is absolute new and it appeared just only in the last decade. It is a new interdisciplinary field of knowledge, which is located at the intersection of economics and computer science and it is not covered by the classical training courses in economics and computer science technology. The aspects of national and international law in connection with the growth of international trade, economic cooperation and the development of new Internet based technologies should be taken into account. For the project’s period of three years on the basis of international cooperation the following results were obtained: 11 Preface 1) The analysis and modernization of existing curricula in the field of e-commerce were carried out; 2) new training modules with the introduction of the European creditmodular system of accumulation and transfer transcripts units ( ECTS ) were developed; new modules and courses: e-commerce, electronic payment systems; Internet trading in the financial markets and the stockmarket systems; Information systems for financial analysis and investment; Information systems for business process modeling; corporate information systems and portals; Customer-oriented systems; Internet Marketing; electronic systems for document management; legal aspects of e-commerce; advanced course security for e-commerce were introduced; 3) two international online games to enhance practical skills in the field with online marketing and online trading were developed and conducted among university students; 4) skills training courses e-commerce for various social groups (students, housewives, pensioners, unemployed) were developed and tested; 5) business offices, e-commerce were established to strengthen cooperation between the universities in the labor market and to create the conditions of commercialization of the project results after the end of financial support from the TEMPUS Program. 6) textbooks on the topic of the project were developed and published. In May — July 2013. 62 teachers targeted universities in Israel, Russia and Ukraine received intensive training in the field of e-commerce in three European universities: FONTYS (NL), TU Berlin (DE), VGTU ( LT ). From October 2013 in target universities of Israel, Russia and Ukraine students’ training began on the courses developed in the framework of the new training courses and modules with using computer classes, equipped in accordance with the project plan with new hardware and software tools. The final stage of the project was intended to develop a five-year detailed plan for sustainable development of the results. Such plan that includes coordinated action to disseminate best practices, development of new joint courses for graduate and post-graduate students, scientificmethodical conferences, joint publications will support the further dynamics of the activities involved universities. Joint work on the implementation of the project ECOMMIS led to the emergence of sustainable professional relationships between organizations in the consortium as the training of new qualified professionals, as well as in the field of scientific and methodological developments. This is confirmed by the present collective monograph E-commerc