Introduction to E-Commerce Book

	McGraw-Hill/marketspaceU "Mission Statement"
	Acknowledgements
	About the Authors
	Preface
	User's Guide
1	A Framework for E-Commerce	1
Pt. I	The Basic Technology of the Internet and the Web
2	Introduction to the Web and Internet	27
3	The Basics of Doing Business on the Internet	57
Pt. II	Strategy Formulation for New-Economy Firms
4	Framing Market Opportunity	95
5	Business Models	139
6	Customer Interface	183
7	Market Communications and Branding	239
8	Strategy Implementation	281
9	Metrics	323
Pt. III	Technology Infrastructure
10	B2B Grows Up	357
11	Collaborative Commerce	399
Pt. IV	Capital Infrastructure
12	Early-Stage Business Development: Human and Financial Capital	427
13	Working with Funders	475
Pt. V	Media Infrastructure
14	Media Transformation	521
15	The Future of Media Usage	549
Pt. VI	Public Policy Infrastructure
16	Public Policy: Regulation	575
17	Internet and Society	599
	App. A: Sample Business Plan	623
	App. B: Contributing Authors	635
	Glossary	641
	Index	653