Introduction to e-Commerce (Mcgraw-Hill/Irwin Series in Marketing)

Rayport,Jeffrey

ISBN 10: 0072553472 / ISBN 13: 9780072553475

Editore: McGraw-Hill/Irwin, 2003

Item in very good condition! Textbooks may not include supplemental items i.e. CDs, access codes etc. Codice articolo 00074411233

Riassunto:

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.

Contenuti:

1 A Framework for E-Commerce

Part I: The Basic Technology of the Internet and the Web

2 Basic Technology of the Web and E-Commerce Businesses

Part II: Strategy Formulation for New Economy Firms

3 Framing Market Opportunity

4 Business Models

5 Customer Interface

6 Market Communications and Branding

7 Strategy Implementation

8 Metrics

Part III: Technology Infrastructure

9 Website Development Process

10 Website Architecture

Part IV: Capital Infrastructure

11 Human and Financial Capital

Part V: Media Infrastructure

12 Media Convergence

Part VI: Public Policy and Structure

13 Public Policy: Regulation

Dati bibliografici

Titolo: Introduction to e-Commerce (Mcgraw-Hill/...
Casa editrice: McGraw-Hill/Irwin
Data di pubblicazione: 2003
Legatura: Rilegato
Condizione: Very Good
Edizione: seconda edizione