Table of Contents
Introduction. Book I: E-Business 101.
Chapter 1: Can You Do the Business?
Chapter 2: Testing Feasibility.
Chapter 3: Preparing the Business Plan.
Chapter 4: Setting Off in the Right Direction.
Chapter 5: Harnessing Creativity in Your Business.
Chapter 6: Opening Your Own Online Business in Ten Easy Steps.
Book II: Setting Up Your Web Site.
Chapter 1: Finding the Money.
Chapter 2: Choosing and Equipping Your New E-Business.
Chapter 3: Selecting the Right Web Host and Design Tools.
Chapter 4: Giving Your E-Business Site Structure and Style.
Chapter 5: Building In Security Up Front.
Book III: Getting Known E-asily.
Chapter 1: Marketing Your Wares.
Chapter 2: Researching Your Customers, Competitors, and Industry.
Chapter 3: Getting Net-Savvy.
Chapter 4: Search Engines: What You Need to Know.
Chapter 5: Controlling the Message with Online Advertising.
Chapter 6: Spreading the Word with Internet PR.
Book IV: Keeping Business Ticking Over.
Chapter 1: Operating Effectively.
Chapter 2: Controlling Your Books, Your Records, and Your Money.
Chapter 3: Counting Your Sales.
Chapter 4: Monitoring and Improving Your Business.
Chapter 5: Making It All Legal.
Chapter 6: Online Business Accounting Tools.
Book V: Handling Customers and Staff.
Chapter 1: Employing People.
Chapter 2: Inspiring Employees to Better Performance.
Chapter 3: Harnessing the Power of Technology.
Chapter 4: Attracting and Keeping Customers.
Chapter 5: Accepting Payments.
Chapter 6: Service with a Virtual Smile.
Book VI: Using eBay.co.uk.
Chapter 1: Why eBay Is a Great Place to Buy and Sell.
Chapter 2: Using eBay.co.uk to Launch Your Business.
Chapter 3: Running a Business on eBay.co.uk.
Chapter 4: Opening a Shop, Virtually.
Chapter 5: Jazzing Up Your Auctions.
Chapter 6: Building an eBay.co.uk Back Office.
Book VII: Understanding Web 2.0.
Chapter 1: Profiting from New Business Tools.
Chapter 2: The Emergence of Web 2.0.
Index.
