Now more than ever, success is based on how well firms manage interactions with customers.  Short on appropriately skilled labor and flush with new intelligent technologies, visionary managers are not just outsourcing or sending work offshore for greater efficiency; they are recruiting machines into the workforce for greater effectiveness.  Technology is taking over "front office" roles in customer relationship managment - sparking a revolution in how firms serve customers and compete with rivals.

|   |

Introduction to e-Commerce, 2nd edition
Jeffrey F. Rayport and Bernard J. Jaworski

This text - fully updated and revised with new chapters on website architecture and construction - lays out a comprehensive foundation for students to understand both the strategy and infrastructures underlying the field of e-commerce. With chapters on market opportunity, business plans, customer interface, marketing communications and branding, implementation, and metrics, we provide the reader with the ability to formulate a solid strategic plan for leading an online company. We then provide the reader with knowledge of the four infrastructures--technology, media, capital, and public policy-that will influence a company's strategy. With knowledge of both e-commerce strategy and infrastructures, the student will understand how the online environment works, how it is different than-and similar to-the pre-Internet business environment, and how to leverage the new-economy knowledge that has been gained into a successful company.

|

Internet Marketing, 2nd edition
Rafi  A. Mohammed, Bernard J. Jaworski, Robert J. Fisher, Gordon J. Paddison

While there are a multitude of Internet marketing books in the market, most focus on individual Internet marketing topics (banner ads, community, etc.) and do not offer a comprehensive framework. Internet Marketing introduces an integrated online and offline marketing framework that shows how to move customers through four stages of customer relationships (Awareness, Exploration/Expansion, Commitment, Dissolution). The authors use five categories of marketing levers (Product, Pricing, Communication, Community, Distribution) to advance customers through each relationship stage. A key chapter is a summary that shows which levers in each lever category should be used to advance customers from awareness to becoming deeply committed and profitable customers.

Internet Marketing also focuses on two primary forces that the Internet brings to marketing - Individualization and Interactivity, the "2I's." The book then discusses in detail how these 2I's influence both online and offline marketing levers.

As with the other textbooks by marketspaceU/McGraw-Hill/Irwin, a real world example is analyzed using the book frameworks. Internet Marketing includes a chapter jointly written with New Line Cinema that describes how New Line's overwhelmingly successful marketing campaign for "Austin Powers: The Spy Who Shagged Me" fits into the book's framework. This second edition includes extensively revised and updated materials and includes a new chapter on the interactive-marketing campaign for the film "Lord of the Rings:  The Fellowship of the Ring."
 

|

Cases in e-Commerce
Jeffrey F. Rayport and Bernard J. Jaworski

This casebook complements the marketspaceU/McGraw-Hill/Irwin textbooks on e-commerce and charts an educational course through the key practical issues in the New Economy business landscape. Case studies - long used in clinical psychology, medical, and business school programs - are designed to facilitate a dialogue, or more appropriately, a healthy debate on the alternative solutions to a particular problem. Today, there are precious few case studies that illustrate "what works" in the New Economy, and in our casebook we have assembled a unique and comprehensive selection that is directly relevant to the New Economy.

|

e-Commerce
Jeffrey F. Rayport and Bernard J. Jaworski

"e-Commerce" provides a deep exploration of core concepts of new-economy management and strategy, enriched by a wide variety of examples, case studies and explanations culled directly from practice.

Our goal: to provide an entire applications suite of tools for doing business in the new economy, to be used both inside and outside the classroom.

|