Introduction to e-commerce

Features

• 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.
• MarketspaceUWebsite (www.Marketspaceu.com) Is a Website that contains valuable resources including: an Online Instructor's Manual with a concise summary of each chapter's key themes, Multi-Media Materials with access to media archives that contain over 100 CEO interviews, Pre-prepared Lectures with PPT's, Sample Syllabi, Dot-com Debates, the Marketspace Case Library, and Case Teaching Notes and Case Dashboards that are updated every 60 days.
• McGraw-Hill/Irwin Website (www.mhhe.com/marketspace) This website offers a Textbook Users Guide, PowerPoint Slides-10 to 15 per chapter, Student Quizzes, and Online Instructor's Manual.

Preface

1. A Framework for E-Commerce

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

2. Introduction to the Web and Internet

3. The Basics of Doing Business on the Internet

4. Framing Market Opportunity

Part II: Strategy Formulation for New Economy Firms

5. Business Models

6. Customer Interface

7. Market Communications and Branding

8. Strategy Implementation

9. Metrics

Part III: Technology Infrastructure

10. B2B Grows Up

11. Collaborative Commerce

Part IV: Capital Infrastructure

12. Early Stage Business and Development: Human and Financial Capital

13. Working with Funders

Part V : Media Infrastructure

14. Media Transformation

15. The Future of Media Usage

Part VI: Public Policy and Structure

16. Public Policy: Regulation

17. Internet and Society

Appendix: Sample Business Plan: Widget Wonders