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.
From the Publisher:
Practical focus on what a manager needs to know about technology, public policy, and capital infrastructures to make effective business decisions in the New Economy.
Drill Downs: Side-bars provide deeper explorations of topics that appear in the text
Point-Counterpoints: Boxed features that acknowledge the reality that many debates in New Economy businesses'such as whether profits matter or whether Internet company valuations are rational remain unresolved.
POVs (Points of View): Sidebar commentary from leading practitioners in the New Economy'people who have invented new business approaches, developed new network architectures, created major Web brands, and influenced policy in the field.
Sound Bytes: Marketspace Center has invested heavily in new media and video products that also lend unique insights into the New Economy. These interviews are transcribed excerpts from our on-going research and videotaped conversations with thought leaders in the New Economy such as Netscape co-founder, Marc Andreessen; Ethernet inventor, Bob Metcalfe; creators of ICQ instant messaging,Yair Goldfinger and Sefi Vigiser.
CBS MarketWatch Case Study: At the end of every strategy chapter, CBSMarketwatch serves as a living case study to which the authors apply the ideas and concepts presented in each chapter. Relevant interviews with key executives within CBS MarketWatch are included to obtain a richer, 'inside' view of the strategy.
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