E-Commerce

Once every decade a book comes along that becomes the standard in a field of study, the indispensable reference that every thoughtful practitioner must have on the shelf. Like Samuelson in Economics, Drucker in Management, and Porter in Strategy, Rayport and Jaworski have written what leaders in the New Economy are calling the standard in e-commerce strategy formulation. e-Commerce presents managers and strategists with road-tested frameworks for competing in the New Economy. This presentation is organized to facilitate the decision-making process for formulating e-commerce enterprise strategy. The text progresses from framing market opportunities to a discussion of New Economy business models, customer interfaces, and communication and branding issues through to implementation, evaluation, and valuation of the online enterprise. The textbook and companion casebook, E-Commerce and Cases in E-Commerce, are the first volumes produced for the McGraw-Hill/MarketspaceU learning series on e-commerce. McGraw-Hill/MarketspaceU have formed an alliance to develop and deliver exceptional higher education teaching materials on the latest business practices and theories by leading thinkers in the field of e-commerce. McGraw-Hill/MarketspaceU aim to equip present and future executives, managers, and strategists in becoming successful creators of value in the new economy. To accomplish this goal the alliance offers a multi-media suite of cutting-edge tools to help navigate the world of e-commerce. These tools include E-Commerce and Cases in E-Commerce, MarketspaceU.com, the McGraw-Hill Online Learning Center (OLC), and the McGraw-Hill E-Business Power Web. MarketspaceU is part of Marketspace, a Monitor Group company. Monitor Group is a family of professional services firms linked by shared ownership, management philosophy and assets. Monitor’s roots can be traced back to the Harvard Business School – where a number of its founders studied and taught in the 1980s. Marketspace was founded in 1998. Jeffrey Rayport and Bernie Jaworski (two of its founders) are the principal authors of the first books produced by the McGraw-Hill/MarketspaceU alliance.