Introduction to e-commerce /

Rayport, Jeffrey F.

Introduction to e-commerce / Jeffrey F. Rayport, Bernard J. Jaworski. - 2nd edition. - Boston : McGraw-Hill Irwin MarketspaceU, c2004. - xxvii, 516 p. : ill. ; 27 cm. - McGraw-Hill/Irwin series in marketing .

Contents;

Part I: Framework for e-commerce
1. Th basic technology of the internet and the web
2. Basic technology of the internet and e-commerce businesses

Part II: Strategy formulation for online firms
3. Market opportunity analysis
4. Business models
5. Strategy formulation: Customer interface
6. Market communications and branding
7. Implementation
8. Metrics

Part III: Technology infrastructure
9. Website development process
10. Site architecture

Part IV: Capital infrastructure
11. Human and financial capital

Part V: Media infrastructure
12. Media transformation

Part VI: Public policy infrastructure
13. Public policy




Includes bibliographical references and index.

9780072553475 0072553472 (alk. paper)

2003044184


Electronic commerce.

658.84 / RAY