Introduction to e-Commerce

• Authors: Jeffrey F. Rayport;Bernard J. Jaworski
• Venue: Introduction to e-Commerce
• Year: 2003

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 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 CapitalPart V: Media Infrastructure 12 Media Convergence Part VI: Public Policy and Structure 13 Public Policy: Regulation