Introduction to e-Commerce / Edition 2

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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: 8/8/2003
  • Series: The McGraw-Hill/Irwin Series in Marketing
  • Edition description: REV
  • Edition number: 2
  • Pages: 544
  • Product dimensions: 8.30 (w) x 10.30 (h) x 0.98 (d)

Table of Contents

McGraw-Hill/marketspaceU "Mission Statement"
Acknowledgements
About the Authors
Preface
User's Guide
1 A Framework for E-Commerce 1
Pt. I The Basic Technology of the Internet and the Web
2 Introduction to the Web and Internet 27
3 The Basics of Doing Business on the Internet 57
Pt. II Strategy Formulation for New-Economy Firms
4 Framing Market Opportunity 95
5 Business Models 139
6 Customer Interface 183
7 Market Communications and Branding 239
8 Strategy Implementation 281
9 Metrics 323
Pt. III Technology Infrastructure
10 B2B Grows Up 357
11 Collaborative Commerce 399
Pt. IV Capital Infrastructure
12 Early-Stage Business Development: Human and Financial Capital 427
13 Working with Funders 475
Pt. V Media Infrastructure
14 Media Transformation 521
15 The Future of Media Usage 549
Pt. VI Public Policy Infrastructure
16 Public Policy: Regulation 575
17 Internet and Society 599
App. A: Sample Business Plan 623
App. B: Contributing Authors 635
Glossary 641
Index 653
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