Microsoft Small Business Solutions for E-Commerce

What are the keys to a winning e-commerce site? If you're an entrepreneur launching a new venture or you're expanding your brick-and-mortar business to the Web, this book can help you make the right decisions to compete-and prosper-in the digital marketplace. Small Business Solutions For E-Commerce packs the expert guidance you need to build and run a small-business dot-com using Microsoft technologies and services. It's a business guide-not a technical reference-but you'll get conversant enough in the technology to be able to choose the right tools and vendors to support your initiatives.

Discover how to plan and build your site-organizing the structure, content, "front end, " and "back end"; understand what kind of operations require a database and transaction-processing system; know what questions to ask a Web developer before you hire one; apply the online brand-building strategies that create a positive, customer-focused identity for your company, products, and services; protect your Web content through trademarks, copyrights, and licensing; get tips for building a "sticky" site that attracts traffic and keeps customers coming back; budget and allocate resources for ongoing site maintenance; understand why good customer service is even more critical on the Web-and learn the metrics for measuring your site's success.