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 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.

Features

Hallmark features of this title

A comprehensive guide following a multi-disciplinary approach

• Content studying all aspects of deploying digital business and e-commerce.
• A structured approach to review, plan and implement a digital business strategy for all types of organisations.
• A text ideal for students of Digital Business and e-Commerce, but also professional marketers and Business Managers.

A well-structured text that supports and organises your teaching from theory to practice

• Content that includes a range of case studies, activities, and exercises to help you organise your teaching.
• A range of features incorporated into the text, designed to set to reinforce learning, such as 'Chapter at a Glance' and 'Learning Outcomes'.
• A range of real-world examples digital businesses face.

New to this Edition

New and updated features of this title

Significant additions and updates reflect the most recent changes in the industry

• The text now refers to the term 'digital business' throughout as it is being used in the industry, rather than the dated term 'e-business', included since the first edition.
• New content reflects the growth of mobile marketing and commerce.
• Increased emphasis on new business models for digital start-up businesses, with mini case studies on Boden and Macys.
• A new focus on tech start-ups is now introduced, offering a useful guide to emerging business models driven by technology.
• Updates reflecting recent political changes, with additional information on the UK Government's digital strategy.
• Updates discussing how technology is making the supply chain and e-procurement more efficient and effective. New case study on Zara.
• New chapter includes a section on digital transformation and growth hacking.

A plethora of new case studies demonstrate the most recent aspects of Digital Business

• New cases on digital businesses and how they operate, particularly Uber and Amazon.
• Updates to cases reflect changes in the technology and changes to professionals' views regarding technology.
• Case studies and mini-case studies from Spotify, Hotmail, Instagram, Leon, and others have been added.

Table of Contents

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.

 

 

Author

Dave Chaffey BSc, PhD, FCIM, HIDM

Dave manages his own digital business, Smart Insights (www.smartinsights.com), an online publisher and analytics company providing advice and alerts on best practices and industry developments for digital marketers and e-commerce managers.

Dave also works as an independent Internet marketing trainer and consultant for Marketing Insights Limited. He has consulted on digital marketing and e-commerce strategy for companies of a range of sizes from larger organisations like 3M, Barclaycard, HSBC, Mercedes-Benz, and Nokia to smaller organisations like Arco, Confused.com, Euroffice, Hornbill, and i-to-i.

Dave is also proud to be an Honorary Fellow of the IDM and is a visiting lecturer on e-Commerce courses at different universities, including Birmingham, Cranfield, Derby, Manchester Metropolitan, and Warwick.

Tanya Hemphill BA (Hons), MSc (Dist.), Chartered Marketer, MCIM, MCIPR

Tanya runs her own digital marketing training and consultancy firm WeDisrupt (www.wedisrupt.co.uk). She has worked with a wide range of different-sized organisations to help them with digital marketing strategy and digital transformation, including the Chartered Institute of Marketing, Harvey Nash, Ingredion, KPMG, the NHS, and Alder Hey Hospice, Monsanto, and AkzoNobel.

She is an Associate Lecturer at Manchester Metropolitan University and has developed and taught MBA units and undergraduate courses such as Retail Life.

Passionate about technology, Tanya is one of the UK's leading experts in growth hacking for tech start-ups and is often asked to be a keynote speaker on the subject.

David Edmundson-Bird BA (Hons), MSc, FRSA

David is a Principal Lecturer in Digital Marketing & Enterprise at Manchester Metropolitan University and has worked there since 2004. He has worked in a variety of organisations, including Leeds Metropolitan (now Beckett) University, The University of Salford, and Sheffield Hallam University.

David teaches full-time in undergraduate, postgraduate, and MBA programmes, specialising in digital strategy, search engine marketing, and content strategy.

He helped set up Manchester's second web design agency, Sozo, in 1995 and was Chief Learning Architect at Academee from 1999 until 2002. He has also worked on many commercial programmes for clients including JD Sport and McCann Erickson.