Introduction to e-Commerce / Edition 2

Introduction to e-Commerce / Edition 2

by Jeffrey F. Rayport, Bernard J. Jaworski
     
 

Introduction to E-Commerce, 2/e, by Rayport and Jaworksi, can be used as the principles book for e-commerce. Much like there is a “Principles of Marketing” that is intended to be the first course in marketing, The text covers the entire landscape of e-commerce. The key message is that faculty who want to teach an introductory class on e-commerce and

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Overview

Introduction to E-Commerce, 2/e, by Rayport and Jaworksi, can be used as the principles book for e-commerce. Much like there is a “Principles of Marketing” that is intended to be the first course in marketing, The text covers the entire landscape of e-commerce. The key message is that faculty who want to teach an introductory class on e-commerce and focus on the “strategy” parts of e-commerce first and technology second, should adopt this book. Faculty who teach marketing, management, strategy and entrepreneurship as the “core” discipline prefer this book over “technology-oriented” e-commerce books.

Introduction to e-Commerce gives present and future practitioners of e-Commerce a solid foundation in all aspects of conducting business in the networked economy. The text focus is on what a manager needs to know about Internet infrastructure, strategy formulation and implementation, technology concepts, public policy issues, and capital infrastructure in order to make effective business decisions. This is presented in a framework for the study and practice of e-Commerce with business strategy at the core surrounded by four infrastructures; the technology infrastructure that underlies the Internet, the media infrastructure that provides the content for businesses, public policy regulations that provide both opportunities and constraints, and the capital infrastructure that provides the money and capital to run the businesses. Within this framework, the authors provide a deep exploration of core concepts of online strategy and associated enablers enriched by a wide variety of examples, case studies, and explanations culled directly from practice.

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Product Details

ISBN-13:
9780072553475
Publisher:
McGraw-Hill Companies, The
Publication date:
08/08/2003
Series:
The McGraw-Hill/Irwin Series in Marketing
Edition description:
REV
Pages:
544
Product dimensions:
8.30(w) x 10.30(h) x 0.98(d)

Related Subjects

Table of Contents

McGraw-Hill/marketspaceU "Mission Statement"
Acknowledgements
About the Authors
Preface
User's Guide
1A Framework for E-Commerce1
Pt. IThe Basic Technology of the Internet and the Web
2Introduction to the Web and Internet27
3The Basics of Doing Business on the Internet57
Pt. IIStrategy Formulation for New-Economy Firms
4Framing Market Opportunity95
5Business Models139
6Customer Interface183
7Market Communications and Branding239
8Strategy Implementation281
9Metrics323
Pt. IIITechnology Infrastructure
10B2B Grows Up357
11Collaborative Commerce399
Pt. IVCapital Infrastructure
12Early-Stage Business Development: Human and Financial Capital427
13Working with Funders475
Pt. VMedia Infrastructure
14Media Transformation521
15The Future of Media Usage549
Pt. VIPublic Policy Infrastructure
16Public Policy: Regulation575
17Internet and Society599
App. A: Sample Business Plan623
App. B: Contributing Authors635
Glossary641
Index653

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