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Digital Business and E-commerce

Paperback Engels 2024 9781292725833
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Samenvatting

What approach to digital business strategy do we follow?

How should new online startup businesses develop a strategy for launch and growth?

What are the main changes that need to be made to transform an organisation that uses technology into a true digital business?

Which processes should be our digital business priorities?

Understand how to deploy all aspects of digital business and e-commerce within an organisation with this best-selling textbook

Digital Business and E-Commerce Management, by Dave Chaffey, Tanya Arturi and Dave Edmundsen-Bird, is your guide to answering these questions equipping you with the knowledge and practical skills to help you successfully develop digital technology, media and data to survive in an increasingly harsh competitive environment.

Engaging and informative, this textbook will support your understanding of the strategies and tactics an organisation needs to optimise internal processes with digital channels to market and supply through: Coverage of the end-to-end process of deploying digital business and e-commerce A structured approach to review, plan and implement a digital business strategy for all types of organisations Practical case studies of how larger brands, small businesses and startups have developed and implemented digital strategies

Understand how to deploy all aspects of digital business and e-commerce within an organisation with this best-selling textbook Digital Business and E-Commerce Management, by Dave Chaffey, Tanya Arturi and Dave Edmundson-Bird. It's a comprehensive guide answering these four questions and equipping you with the knowledge and practical skills to help you successfully develop digital technology, media and data to survive in an increasingly challenging competitive environment.

This 8th edition is now updated with the latest AI developments, data-driven marketing, digital business models and case studies to ensure you have the most current information to support your digital transformation.

Whether you are a student studying digital business and e-commerce, a marketer or a business manager, Digital Business and E-Commerce Management is the multi-disciplinary text to help you understand and apply the concepts of digital business, strategy and implementation.

Dr Dave Chaffey is co-founder of digital business SmartInsights.com who has lectured in Digital marketing and e-commerce courses at Birmingham, Cranfield, Derby, Leeds and Warwick universities. Tanya Arturi MSc (Dist) Chartered Marketer MCIM MCIPR MIPM is Senior Lecturer at Manchester Metropolitan University and runs a digital marketing training and consultancy company, specialising in the pharmaceutical and healthcare sector David Edmundson-Bird MSc FRSA is Principal Lecturer in Direct Marketing at Manchester Metropolitan

Pearson, the world's learning company.

Specificaties

ISBN13:9781292725833
Taal:Engels
Bindwijze:Paperback
Hoofdrubriek:

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Inhoudsopgave

<div class="c-section-headers-number-list_container"> <h4>Preface</h4> <h4>About the authors</h4> <h4>Acknowledgements</h4> <h3>Part 1 Introduction</h3> <ol> <li>Introduction to digital business</li> <li>Opportunity analysis for digital business and e-commerce</li> <li>Managing digital business infrastructure</li> <li>Key issues in the digital environment</li> </ol> <h3>Part 2 Strategy and applications</h3> <ol start="5"> <li>Digital business strategy</li> <li>Supply chain and demand</li> <li>Digital marketing</li> <li>Customer relationship management</li> </ol> <h3>Part 3 Implementation</h3> <ol start="9"> <li>Customer experience and service design</li> <li>Managing digital business transformation and growth hacking</li> </ol> <h4>Glossary</h4> <h4>Index</h4> </div>

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        Digital Business and E-commerce