Digital Business and E-Commerce Management

Series
Pearson
Author
Dave Chaffey / Tanya Hemphill / David Edmundson-Bird  
Publisher
Pearson
Cover
Softcover
Edition
7
Language
English
Total pages
712
Pub.-date
June 2019
ISBN13
9781292193335
ISBN
1292193336
Related Titles



Description

Written in an engaging and informative style, Digital Business and E-Commerce Management will give you the knowledge and skills to be able to handle the speed of change faced by organisations in the digital world. In this seventh edition of the book, Chaffey, Hemphill and Edmundson-Bird bring together the most recent academic and practitioner thinking, covering all aspects of digital business including strategy, digital comms and transformation.

Table of Contents

 

 

Brief contents

Preface

About the author

Publisher’s acknowledgements

 

Part 1 - Introduction

1 Introduction to digital business

2 Opportunity analysis for digital business and e-commerce

3 Managing digital business infrastructure

4 Key issues in the digital environment

 

Part 2 - Strategy and applications

5 Digital business strategy

6 Supply chain and demand

7 Digital marketing

8 Customer relationship management

 

Part 3 Implementation

9 Customer experience and service design

10 Managing digital transformation and growth hacking

 

Glossary

Index

 

Back Cover

·    Which strategies and tactics are needed to develop and implement a Digital Business?

·    How do we work out where to put our investment?

·    What are the things that have to happen in an organisation to make a Digital Business successful?

·    How should businesses select the best digital technology, media and insight sources to compete? 

 

This new edition of Dave Chaffey’s bestselling book, joined this time by fellow authors Tanya Hemphill and David Edmundson-Bird, is your guide to answering these tough questions. Written in an engaging and informative style, Digital Business and E-Commerce Management will give you the knowledge and skills to be able to handle the speed of change faced by organisations in the digital world.

 

In this seventh edition of the book, Chaffey, Hemphill and Edmundson-Bird bring together the most recent academic and practitioner thinking. Covering all aspects of digital business including strategy, digital comms and transformation, Digital Business and E-Commerce Management gives you the benefit of:

 

·    A structured approach to review, plan and implement a digital business strategy for all types of organisation

·    The latest on digital marketing techniques in SEO, social media comms and content marketing

·    All new case studies providing examples of organisations and their experiences of digital business and e-commerce

·    A brand new chapter introducing the concepts of digital business transformation and growth hacking

 

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

 

Dr Dave Chaffey. FCIM, FIDM is co-founder of the publisher Smart Insights.

 

Tanya Hemphill MSc (Dist.) Chartered Marketer MCIM MCIPR MIPM is Senior Lecturer at Manchester Metropolitan University and MD of WeDisrupt.

 

David Edmundson-Bird MSc FRSA is Principal Lecturer in Digital Marketing at Manchester Metropolitan University.