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Monograph Edited by Prof. Vladimir Dik and Prof. Arkadiy Urintsov ECM-Office Berlin 2015 Published by ECM-Office Project number: 516813-TEMPUS-1-2011—1-LT-TEMPUS-JPCR http://ecommis.eu/ Reviewer: Prof.halib.dr. Borisas Melnikas, head of the Department of International Economics and Management, Business Management Faculty, Vilnius Gediminas Technical University E-COMMERCE: Monograph/ edited by Vladimir Dik and Arkadiy Urintsov. Аuthors: Lithuania – Vida Davidaviciene, Paliulis Narimantas, Jurgita Raudeliūnienė, Jelena Stankeviciene; Russia –Tamara V. Alekseeva, Vladimir V. Dik, Natalia V. Dneprovskaya, Natalia A. Kameneva, Svetlana V. Kasatkina, Sergey V. Kharitonov, Sergey A. Lebedev, Ekaterina V. Makarenkova, Irina V. Pavlekovskaya, Tatiana A. Semkina, Aleksei V. Iurasov, Arkadiy I. Urintsov; Ukraine –Lilija Maneliuk, Vladimir Netsvetaiev, Kseniia Tiukhmenova; Uzbekistan –Nazokat Kasymova, Khursana Usmanova Germany – Arnold Sterenharz Copyright © 2015 by authors All rights reserved. This book, or parts thereof, may not be reproduced in any form or by any mean, electronic or mechanical, including photocopying, recording or any information storage and retrieval system now known or to be invented without written permission from the authors. ISBN 978-3-00-047432-3 Table of Contents Preface ................................................ 7 Introduction ........................................... 9 Chapter 1. KNOWLEDGE MANAGEMENT PECULIARITIES IN E- BUSINESS: ACTUALITY AND TENDENCIES ......... 12 Introduction............................................ 12 1.1. The importance of knowledge management to increase the efficiency of the organisations activity in e-business ...... 15 1.2. Employee competency integrated assessment in e-business 19 1.2.1.Theoretical evaluation aspects of factors affecting employee competency .......................................... 21 1.2.2. The identification of the factors affecting the employee competency ................................................ 26 1.2.3. Concept complex competency assessment model of e- business organisation ........................................ 33 1.3. Analysis of factors motivating human resources in e-business .................................................. 34 1.3.1. Theoretical evaluation aspects of factors affecting human resources motivation ........................................ 36 1.3.2. Analysis of factors that influence the motivation of human resources .................................................. 37 1.4. Evaluation system of factors affecting creativity in e-business .................................................. 41 1.4.1. Theoretical evaluation aspects of factors affecting creativity ......................................................... 42 1.4.2. Identification of factors affecting creativity. Partial integrated criterion (third stage) ................................ 48 1.4.3. Evaluation system of factors affecting creativity ........ 49 1.5. Knowledge appliance process in e-business organisation .. 53 1.5.1. The factors proceeding efficiency of knowledge appliance process in e-business ........................................ 56 1.5.2. The selection of the method to evaluate efficiency of knowledge appliance process in e-business ......................... 59 Conclusions ........................................... 60 Self test questions ..................................... 63 References ............................................ 64 Chapter 2. CONTENT MANAGEMENT IN VIRTUAL ORGANIZA TIONS ............................................... 70 5 Table of Contents Introduction ........................................... 2.1. A systematical approach to automate 70 content management in a vitual ogranization ................................. 71 2.2. The concept of the content. Content Management ..... 73 2.3. The life cycle of the document ......................... 74 2.4. Document management in a virtual organization ........ 76 2.5. Content capture technology ............................ 77 2.6. Cloud technologies in business processes CMS .......... 83 Conclusion ............................................. 85 References ............................................ 86 Chapter 3. MARKETING COMMUNICATION IN DIGITAL AGE ... 87 Introduction ........................................... 87 3.1. The growing potential of the market ................... 88 3.2. Previous studies in e-business and e-marketing areas .... 91 3.3. The specifics of Internet marketing in B2B communication 92 3.4. E-marketing tools ..................................... 94 3.5. Social networks in marketing ........................... 98 6 3.6. Effectiveness evaluation theories ........................ 100 3.7. Website quality and efficiency evaluation ................ 101 3.8. Cases: resent research results .......................... 106 3.8.1. Online advertisements efficiency research .............. 106 3.8.2. Evaluation of Lithuanian e-shops ...................... 109 Conclusions ........................................... 110 Self test questions ..................................... 111 References ............................................ 111 Chapter 4. IMPROVING THE EFFICIENCY OF E-COMMERCE .. 116 Introduction ........................................... 116 4.1. Scientific research. E-commerce as the Internet technology 116 4.2. Promotion of e-business ............................... 120 4.3. A set of basic tools for e-business ...................... 121 4.4. Security in e-commerce ................................ 124 Conclusion ............................................ 133 Self-examination questions ............................. 133 References ............................................ 134 Chapter 5. ELECTRONIC PAYMENT SYSTEMS.................. 135 Introduction............................................ 135 5.1. The concept of electronic payments.National payment system in Russia ....................................... 136 5.2. Electronic payment systems based on «Client-Bank» and online banking ......................................... 143 5.3. Electronic payments via bank cards ..................... 151 Table of Contents 5 5.4. Electronic payments via digital cash .................... 160 5.5. Internet payment system based on virtual accounts ...... 164 Conclusion ............................................ 166 Self-examination questions ............................. 166 References ............................................ 167 Chapter 6. MANAGEMENT OF THE VIRTUAL ENTERPRISE .... 168 6.1. Virtual enterprise, electronic business, electronic commerce, model of management, manager .................... 168 6.2. Manager .............................................. 174 6.3. Channel ............................................... 175 6.4. Information environment. Knowledge ................... 175 6.5. Problem field .......................................... 176 Self-examination questions ............................. 178 References ............................................ 178 Chapter 7. INTERNET MARKETING ............................ 180 Introduction ........................................... 180 7.1. The concept and structure of the Internet Marketing .... 180 7.2. Market research on the Internet ........................ 182 7.3. Internet advertizing .................................... 187 7.3.1. The concept of Internet advertising .................... 187 7.3.2. Announcement of the search engines and search engine optimization. The concept and purpose of search engine optimization ................................................... 189 7.3.3. Search Engine Advertising ............................ 209 7.3.4. Participation in the rankings and registration in catalogs 215 7.3.5. Banner advertising ................................... 219 7.3.6. Link Exchange ....................................... 236 7.3.7. Profiling and personalization in online advertising........ 239 7.3.8. E-mail-advertising. Basic concepts and advantages e-mailadvertising ................................................. 242 7.3.9. Discussion lists ....................................... 248 7.3.10. Virus marketing. Concept and principles of virus marketing ........................................................ 251 7.3.11. Other methods of advertizing ........................ 258 7.3.12. Analysis of efficiency of Internet advertizing ........... 259 7.3.13. Methods of the collection of information, used for the analysis .................................................... 263 7.4. Marketing in social networks and blogs ................. 282 7.5. Partner programs ...................................... 287 7.6. The problem of return visitors and create a captive audience 292 7.6.1. Statement of the problem of creating a virtual community 292 7.6.2. Methods for creating a virtual community .............. 294 9 Table of Contents 7.7. Off-line support for online projects ...................... 297 Self-examination questions.............................. 298 References ............................................ 299 Chapter 8. REACHING SUSTAINABLE DEVELOPMENT GOALS THROUGH E-GOVERNMENT IN THE POST-2015 AGENDA ............................................. 301 Introduction ........................................... 310 8.1. E-government: definition, functions and stages .......... 302 8.2. E-government: global tendencies ....................... 304 8.3. Formation and development of e-government in Uzbekistan 308 Self- examination questions ............................. 314

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