丁乃鹏编著的《电子商务理论与实践》共分十三章分别是：电子商务和网络服务器、电子商务和消费者行为学的理论框架、方法研究、法国电子商务行业、中国的电子商务环境、在线零售商、group-buying添加LBS模型、customer-driven社会媒体营销、社会媒体的分析框架、社会媒体战略框架、建立治理、移动电子商务、电子商务法等内容。

丁乃鹏编著的《电子商务理论与实践》从资源整合的视角，系统性研究了当代电子商务的发展历程，《电子商务理论与实践》阐释了电子商务管理中成功案例的作用机理和当前我国电子商务产业发展的瓶颈，并进一步从企业微观层面剖析电子商务演化的驱动因素，为想学习和涉足该领域的广大学员和商界人士提供了有价值的参考。

CHAPTER ONE E.COMMERCE AND WEB SERVERS

 1.1 Introduction to E-commerce

 1.2 Background of E-commerce

 1.3 Research Objectives and Research Questions

 1.4 The Structure of the Topic

 1.5 Web Server Hardware and Software for E-commerce

 1.6 History of Servers

 1.7 Web Server Sofftware

 1.8 Web Server Hardware

CHAPTER TWO E-COMMERCE AND CONSUMER BEHAVIOR: THEORETICAL FRAMEWORK

 2.1 Internet and Online Shopping

 2.2 The Growth of Electronic Commerce

 2.3 Consumer Behavior Analysis

 2.4 Key Psychological Processes

CHAPTER THREE METHODOLOGY OF RESEARCH

 3.1 Research Approach

 3.2 Research Strategy

 3.3 Information Report and Analysis

CHAPTER FOUR FRANCE E-COMMERCE INDUSTRY

 4.1 France Country Global Presentation

 4.2 Web Shopping in France Key Figures

 4.3 E-shoppers Nature

 4.4 E-shoppers Habits

 4.5 E-shoppers' Problems

CHAPTER FIVE CHINA' S E-COMMERCE ENVIRONMENT

 5.1 Overall Net Citizens in China

 5.2 Internet Usage Behavior in China

 5.3 Web Shopping in China

 5.4 Model S-A-F-E-R

 5.5 Conclusion and Future Direction

CHAPTER SIX ONLINE RETAILERS

 6.1 The Background of the Shanghai Retailing

 6.2 The Challenges the Retail Sector in Shanghai is Facing after China' s Inclusion in the WTO

 6.3 Individual Enterprise Analysis

 6.4 Conclusions

CHAPTER SEVEN THE GROUP-BUYING ADDING LBS MODEL

 7.1 Theoretical and Empirical Insights to Business Models

 7.2 Applications of Business Models

 7.3 Business Model Design

 7.4 Group-buying Business Model

 7.5 Future Analysis of Groupon Adding LBS Model

 7.6 Conclusion

CHAPTER EIGHT CUSTOMER-DRIVEN SOCIAL MEDIA MARKETING

 8.1 Research Background Review

 8.2 Key Findings of Customer-driven Social Media Marketing

 8.3 Research Objectives and Significance

 8.4 Social Media Revolution

 8.5 Social Media Revolution Insights

 8.6 Social Media Customer Value Framework

 8.7 The Case Study of Customer Acquisition, Referrals and Customer Lifetime Value

 8.8 The Case Study of Cross-channel Marketing: KOHLER and Maybelline

 8.9 The Case Study of Product Catalog and Reviews:eBay, Amazon, Taobao

 8.10 Product Reviews Ranking on Purchase Decisions across APAC

 8.11 Positive or Negative Tone on Product Experiences

 8.12 Customer-driven Social Media Marketing Definition

CHAPTER NINE SOCIAL MEDIA ANALYSIS FRAMEWORK

 9.1 Grouping Consumers By How They Participate

 9.2 Social Technographics Checklist for Building up Social Strategies

 9.3 The Case Study of Google Ecosystem

 9.4 The Influence Landscape

 9.5 Five Key Trends in How Influence is Transforming Society

CHAPTER TEN SOCIAL MEDIA STRATEGY FRAMEWORK

 10.1 The Case Study of Linkedln

 10.2 Quality Social Connections Solution

 lO. 3 Business Innovation

 10.4 Affiliate Marketing

 10.5 The Advertiser Marketplace

CHAPTER ELEVEN ESTABLISHING GOVERNANCE

 11.1 Definition of Activities

 11.2 Development of Capabilities

 11.3 Measurement and Refining

 11.4 Engaging in Conversation

 11.5 Listening

 11.6 Openness and Monetization (API & Data)

 11.7 The Social Media Tools

 11.8 Cloud Integration Company Case

 11.9 PESTL Scan for Social Media in China and Worldwide

 11.10 Competitive Advantages for Social Media Players

CHAPTER TWELVE MOBILE COMMERCE

 12.1 History of Mobile Commerce

 12.2 Products and Services Available

 12.3 Mobile Commerce Applications

 12.4 Strategies for Successful M-Commerce

 12.5 Opportunities of M-commerce

 12.6 Drawbacks of M-commerce

CHAPTER THIRTEEN E-COMMERCE LAW

 13.1 The Concept of E-businesses Law

 13.2 The Legislative Status of E-commerce Law

 13.3 E-commerce-related Laws and Regulations

 13.4 Electronic Signature Law

 13.5 Electronic Contract Law

 13.6 The Legal Aspects of E-Commerce Taxation

Reference