The E-Commerce Arsenal: 12 Technologies You Need to Prevail in the Digital Arena Review

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The E-Commerce Arsenal: 12 Technologies You Need to Prevail in the Digital Arena ReviewIn the Preface, Gutzman explains that her book "is designed to tell you what the must-have technologies are for your Web site, with resources listing vendors for each technology. However, new vendors are entering the field daily. For example, for the technology I discuss in the Epiloque, alternative payment systems, I received three press releases in the week before the book went to the printer. In fact, this book has been difficult to write because I have never felt that any chapter was finished." Nor could one be. There are several reasons why I thus begin this brief commentary. First, to indicate that Gutzman focuses on "must-have technologies" rather than on, for example, specific strategies and tactics. Also, to indicate (as does she) how rapidly circumstances in the "digital arena" can change. Finally, to suggest that a Web site is never "finished." Gutzman organizes her material within five Parts: The E-Commerce Climate, Technologies for Driving Traffic, Technologies for Making Buying Easier, Technologies for Customer Service, and finally, Turnkey Growth. Of special interest to me are the various "Case Studies" of exemplar companies and technology applications. Also various "Profiles" such as those of "Net Perceptions", "Soliloquy" and "BroadVision", each of which briefly discusses specific functions, features, and benefits of specific technologies. As a non-technical person, I commend Gutzman on creating access for me to subjects which can sometimes be daunting, if not intimidating.
Gutzman's is a "three-pronged strategy" for meeting your demands: implement essential technologies, maintain a flexible business model, and outsource everything. Think of the material in her book as if it were on display in a store which you enter, tool box in hand. Roam the aisles. Examine various clusters of items. She is your expert advisor as well as the store's proprietress. (I strongly suspect that she had this metaphor in mind when writing the book.) Over time, all of your questions are answered. She helps you to make appropriate selections. In process, she has helped you to understand not only what you need and how to use it but also why you need it. Effective use of the 12 "must have" technologies will drive traffic to the Web site, create and sustain Web site functionality, and facilitate customer service which ensures that the Web site will be ETDBW (Easy to Do Business With). In the Epilogue, Gutzman adds another "must have" technology: alternative payment systems.
For whom will this book be most valuable? First, I highly recommend it to decision-makers in small-to-midsize organizations which already have or are now developing a Web site. The more they know and the more they understand, the better prepared they will be to select and then work with vendors. (NOTE: Reputable vendors will welcome such expertise because it enables them to accomplish more for their client and in less time. The same expertise will enable decision-makers to recognize disreputable vendors, either immediately or soon thereafter. That one benefit all by itself is worth at least ten times the cost of the book and probably a great deal more.) I also strongly recommend this book to decision-makers in larger organizations because, in the "digital arena", they will be expected (if not required) to gain a literacy in the technologies which Gutzman examines. Also, these same decision-makers will become progressively more involved in business initiatives (marketing, client relationships, strategic planning, market research, etc.) which the "must have" technologies support. Congratulations to Gutzman on a brilliant achievement.The E-Commerce Arsenal: 12 Technologies You Need to Prevail in the Digital Arena Overview

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