Introduction to e-commerce / Jeffrey F. Rayport, Bernard J. Jaworski.
Series: McGraw-Hill/Irwin series in marketingPublication details: Boston : McGraw-Hill Irwin MarketspaceU, c2004.Edition: 2nd editionDescription: xxvii, 516 p. : ill. ; 27 cmISBN:- 9780072553475
- 0072553472 (alk. paper)
- 658.84 21 RAY
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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.
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