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Introduction to e-Commerce / Edition 2
     

Introduction to e-Commerce / Edition 2

by Jeffrey F. Rayport
 

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ISBN-10: 0072553472

ISBN-13: 9780072553475

Pub. Date: 08/08/2003

Publisher: McGraw-Hill Companies, The

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

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.

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

Preface
1. A Framework for E-Commerce
Part I: The Basic Technology of the Internet and the Web
2. Introduction to the Web and Internet
3. The Basics of Doing Business on the Internet
4. Framing Market Opportunity
Part II: Strategy Formulation for New Economy Firms
5. Business Models
6. Customer Interface
7. Market Communications and Branding
8. Strategy Implementation
9. Metrics
Part III: Technology Infrastructure
10. B2B Grows Up
11. Collaborative Commerce
Part IV: Capital Infrastructure
12. Early Stage Business and Development: Human and Financial Capital
13. Working with Funders
Part V : Media Infrastructure
14. Media Transformation
15. The Future of Media Usage
Part VI: Public Policy and Structure
16. Public Policy: Regulation
17. Internet and Society
Appendix: Sample Business Plan: Widget Wonders

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