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Introduction to E-Commerce

ISBN-10: 0072553472
ISBN-13: 9780072553475
Edition: 2nd 2004 (Revised)
List price: $172.92
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Description: 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  More...

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Book details

List price: $172.92
Edition: 2nd
Copyright year: 2004
Publisher: McGraw-Hill School Education Group
Publication date: 8/8/2003
Binding: Hardcover
Pages: 544
Size: 8.30" wide x 10.30" long x 0.98" tall
Weight: 2.904
Language: English

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.

A Framework for E-Commerce
The Basic Technology of the Internet and the Web
Basic Technology of the Web and E-Commerce Businesses
Strategy Formulation for New Economy Firms
Framing Market Opportunity
Business Models
Customer Interface
Market Communications and Branding
Strategy Implementation
Metrics
Technology Infrastructure
Website Development Process
Website Architecture
Capital Infrastructure
Human and Financial Capital
Media Infrastructure
Media Convergence
Public Policy and Structure
Public Policy: Regulation

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