For undergraduate and graduate courses in business.



　　Understanding The Vast And Expanding Field of E-Commerce



　　Laudon’s E-Commerce 2016: Business, Technology, Societyemphasizes three driving forces behind the expanding field of e-commerce: technology change, business development, and social issues. A conceptual framework uses the templates of many modern-day companies to further demonstrate the differences and complexities in e-commerce today. An in-depth investigation of companies such as Uber, Pinterest, and Apple kick-off the course while preparing students for real-life scenarios.



　　In the Twelfth Edition, Laudon and Traver add new or update existing case studies to match developments in the e-commerce field as they exist in today’s tech world. They built in additional video cases for each chapter, making the material even more accessible to students as they prepare for their future roles in business.



本書特色



　　Pedagogical Aids Help Students See Concepts in Action



　　．NEW! Text, data, figures, and tables reflect up-to-the-minute developments in e-commerce.



　　．NEW! Chapter-Opening Cases: In order to help students see how the topics they’re going to read work in the real world, each chapter opens with a case about a leading e-commerce company. These cases relate the key objectives of the chapter to a real-life e-commerce business venture. Cases include:



　　。The influence of on-demand services such as Uber and wearable technology like Apple Watch (Chapter 3)



　　。YouTube TrueView online video ads (Chapter 6)



　　。Twitter’s struggles to make its business model work and be profitable (Chapter 2)



　　．NEW! Insight Oncase studies contain real-world themes of technology, business, and society. The new and updated studies provide students with a rich understanding of e-commerce and up-to-date coverage of leading controversies and developments.



　　。NEW! Insight on Technology cases explore the impact of changes in technology on business models used in the online music industry (Chapter 2), study Ford’s use of 3D mobile advertising (Chapter 7), and weigh the triumph of HTML5 over Adobe Flash (Chapter 3).



　　。NEW! Insight on Society cases cover the Ashley Madison data breach and aftermath (Chapter 5), go in-depth on the Millennial generation (Chapter 9), bring to light Internet surveillance in the U.S and around the world (Chapter 3), and discuss Foursquare and the privacy implications stemming from its efforts to monetize user location data (Chapter 2).



　　。NEW! An Insight on Business case explores Simply Measured, a social media analytics company (Chapter 7).



　　．UPDATED! Chapter-Closing Case Studies: Each chapter concludes with a case study based on a real-world organization, including Pinterest’s launch of Buyable Pins and the shift of focus from search to social sharing (Chapter 1). These cases help refresh students’ understanding of chapter concepts by having them apply their knowledge to concrete problems and scenarios.



　　．Projects at the end of each chapter encourage students to apply chapter concepts using higher-level evaluation skills. Many of these projects make use of the Internet and require students to present their findings in an oral presentation or written report. For example, students may be asked to evaluate publicly available information about a company’s financials at the SEC website, assess payment system options for companies across international boundaries, and/or search for the top ten cookies and the sites they are from on their own computer.



　　．NEW! Infographics: A variety of additional infographics throughout the book provide a more visual and intuitive access to concepts and information. Infographics make it easier to see and remember patterns and relationships than traditional charts and graphs.



　　．NEW! Additional video cases have been added to each chapter:

　　。Chapter 1. The Importance of the Internet for E-commerce

　　。Chapter 2. Twitter for Business

　　。Chapter 3. How Freshdesk Uses Amazon Web Services

　　。Chapter 4. WL Gore Expands Using Demandware

　　。Chapter 5. Apple Pay vs. Google Wallet vs. PayPal

　　。Chapter 6. Pandora’s Recommendation System

　　。Chapter 7. Pinterest Users Engage with Sephora

　　。Chapter 8. The Right to Be Forgotten

　　。Chapter 9. Amazon Echo

　　。Chapter 10. Vox Media

　　。Chapter 11. Facebook Graph Search

　　。Chapter 12. Walmart Retail Link