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Preface xix

The main updates for the fourth edition on a chapter-by-chapter basis are:
Chapter 1 starts with a look at the amazing innovation in business model that the web has
facilitated. The introduction to different e-commerce concepts now covers different Web 2.0
and Web 3.0 concepts in more detail including a new case study on the Facebook business
model.
Chapter 2 is structured around a new approach to online marketplace analysis for e-business
which can be used by students working on case studies or practitioners in business and is
described with new diagrams and links to information sources. Coverage of evaluation of
business and revenue models has been extended with a spreadsheet activity on a web ad
revenue model.
Chapter 3. The simple introduction has been removed with more detailed coverage on the
advantages and disadvantages of the Software as a Service (SaaS) model. The tools section
has been updated to include concept of Web 2.0 and atomization and widgets. Coverage
of mobile commerce and IPTV has been extended (these are also covered throughout the
book). Chapter 3 includes a new case study on Google technology and innovation.
Chapter 4. Increased focus on the adoption of different web services and social media rather
than Internet adoption. Legal implications for e-commerce in different countries and
regions have been updated. A section on green and environmental issues has been added.
Chapter 5. Incorporates the strategy models and latest research completed by Dave Chaffey
for Econsultancy on managing digital channels.
Chapter 6. Incorporates new research on SCM from PMP Research. There is new content
on the challenges of managing supply chains and the information supply chain concept.
Chapter 7. Update to content on adoption of B2B marketplaces.
Chapter 8. Management of customer acquisition, conversion and retention incorporated
into strategy process. Marketing mix section has been updated to include new content on
customer insight, long tail, tipping point and digital product options. There is a new case
study on how Dell varies its marketing mix.
Chapter 9. Increased depth on search engine marketing, e-mail marketing and social media.
Chapter 10. Scrum and agile methodologies introduced. Use of Web 2.0 for knowledge
management through a case study on Janssen Cilag.
Chapter 11. Section on user-centred design extended with additional commentary and mini
case studies. New section on common security threats and solutions for the e-business.
Chapter 12. Removed basic introduction to HTML and scripting languages as recommended
by reviewers. Introduced section on application frameworks and servers added. Updated
section on web analytics with new example of online retailer benchmarking.