Three Clicks Away: Advice from the Trenches of eCommerce

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9780471396826: Three Clicks Away: Advice from the Trenches of eCommerce
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On the Web, you should never be more than 3 clicks away from the information you need
3 Clicks Away delivers the collective experience of three distinguished Internet strategists who have led e-commerce initiatives for such notable firms as Gateway, Dow Jones, iVillage, Nickelodeon, and Casio. This book is a tactical guide that demonstrates how to develop e-commerce strategy, revamp the organization so that it can support e-commerce initiatives, and manage complex multidisciplinary projects. 3 Clicks Away provides the solutions and tools executives and managers need to successfully launch and maintain e-commerce sites. It provides critical information on organizational, financial, and project management tactics.

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From the Inside Flap:

How can I effectively lead and manage e-commerce initiatives in a constantly changing, technically challenging environment-and create a site that is a profit center for my company? This is the key question on the minds of executives and managers today. You hold in your hands the book that offers the answer-by providing the required tools, the knowledge to use them well, and the vital rule you must follow in order to succeed: customers should never be more than three clicks away from the information they need.

This tactical guide shows you how to develop an e-commerce strategy, revamp your organization to support your initiatives, and manage these complex, multidisciplinary projects. Presenting the collective experience of three distinguished internet strategists who have led e-commerce initiatives for such notable firms as Gateway, Dow Jones, iVillage, Nickelodeon, and Casio, Three Clicks Away gives you the solutions and tools necessary to navigate this rapidly emerging world.

Focusing on the critical areas of strategy, organization, and project management, the authors unveil how powerful web companies operate and what their people do; ways to locate competent resources to help you drive cost-effective development in the new internet arena; and can't-miss tactics for evaluating and supervising your projects. You will learn to:
* Explore the different types of e-commerce business models and guidelines for moving businesses to the Web
* Find your start-up niche, structure it, and fund it
* Avoid the most common web-staffing mistakes and get the most from your recruiting time and dollar
* Manage growth and build organizational structures that maintain control and promote speed

Featuring numerous real-world examples from well-known businesses, the book also outlines a process you can use for identifying, quantifying, shepherding, and delivering your online objectives.

Authoritative, readable, and highly practical, Three Clicks Away is the long-awaited, hands-on resource business leaders need to successfully launch and follow through on their e-commerce initiatives.

From the Back Cover:

High marks for THREE CLICKS AWAY

"Three Clicks Away contains critical information for both new and experienced web managers. Topics as far ranging as creating an effective strategy, staffing, organizing projects, launching an e-commerce site, and managing for growth and scale are all covered intelligently and accurately. This book should be read by any manager whose business relies on the Internet."-Jonathan Seelig, Vice President of Strategy and Corporate Development and cofounder, Akamai Technologies

"Impressive. There are so many books out there that try to speak intelligently on the new economy and how the Internet is changing traditional business, but few are as comprehensive as Three Clicks Away."-Ronald Lamprecht, Manager, Business Development, CNBC.com

"I found this to be an interesting, authentic, and enjoyable account of the way ebusiness gets done."-Damian Manning, Vice President, Digital Media, The MTVi Group

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