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Introduction to E-Commerce, Second Edition

Bernard Jaworski,Breakaway Solutions Inc.,Jeffrey Rayport

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ISBN 10: 0070582270 / ISBN 13: 9780070582279
Published by Tata McGraw-Hill Education Pvt. Ltd., 2003
New Condition: New Soft cover
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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. Table of contents Chapter 1 A Framework for E-Commerce PART I: THE BASIC TECHNOLOGY OF THE INTERNET AND THE WEB Chapter 2 Basic Technology of the Web and E-Commerce Businesses PART II: STRATEGY FORMULATION FOR NEW ECONOMY FIRMS Chapter 3 Framing Market Opportunity Chapter 4 Business Models Chapter 5 Customer Interface Chapter 6 Market Communications and Branding Chapter 7 Strategy Implementation Chapter 8 Metrics PART III: TECHNOLOGY INFRASTRUCTURE Chapter 9 Website Development Process Chapter 10 Website Architecture PART IV: CAPITAL INFRASTRUCTURE Chapter 11 Human and Financial Capital PART V: MEDIA INFRASTRUCTURE Chapter 12 Media Convergence PART VI: PUBLIC POLICY AND STRUCTURE Chapter 13 Public Policy: Regulation Printed Pages: 544. Bookseller Inventory # 23525

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Bibliographic Details

Title: Introduction to E-Commerce, Second Edition

Publisher: Tata McGraw-Hill Education Pvt. Ltd.

Publication Date: 2003

Binding: Softcover

Book Condition:New

Edition: 2nd edition.

About this title

Synopsis:

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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