Dave Chaffey, Tanya Hemphill, David Edmundson-Bird

Digital Business and E-commerce (eBook, ePUB)

• Format: ePub

Produktbeschreibung

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.

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Produktdetails

• Verlag: Pearson HigherEducation
• Erscheinungstermin: 25. April 2024
• Englisch
• ISBN-13: 9781292457536
• Artikelnr.: 70514509

Autorenporträt

Dave Chaffey (BSc, PhD, FCIM, HIDM) is co-founder of his own digital business, Smart Insights, providing advice on best practice and industry developments for digital marketers and e-commerce managers. Dave also works as an independent digital marketing trainer and consultant. He has consulted on digital marketing and e-commerce strategy for a range of companies from larger organisations like Barclaycard and Mercedes-Benz to smaller organisations like Arco and Confused.com. He is proud to have been recognised by the Department of Trade and Industry as one of the leading individuals who have input towards the development and growth of e-commerce and the Internet in the UK over the past 10 years. Dave has been recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus worldwide who have helped shape the future of marketing. He is also proud to be an Honorary Fellow of the IDM. Dave has lectured on digital marketing and e-commerce courses at different universities, including Birmingham, Cranfield, Derby, Manchester Metropolitan and Warwick. Tanya Arturi (née Hemphill) [BA (Hons), MSc (Dist.), Chartered Marketer, MCIM, MCIPR] runs her own digital marketing training and consultancy company, specialising in the pharmaceutical and healthcare sector. She has worked with a range of organisations to help them with digital marketing strategy and digital transformation, including the Chartered Institute of Marketing, Harvey and AkzoNobel. Tanya is one of the UK s leading experts in growth hacking for tech start-ups and is often a keynote speaker on the subject. She is an Associate Lecturer at Manchester Metropolitan University and has developed and taught MBA units and undergraduate courses such as Strategic Marketing Management. She has also worked closely with the Chartered Institute of Marketing to speak at their conferences, run commercial training workshops and has been a Level Verifier for a number of their professional qualifications. She often Tweets from @TanyaArturi. David Edmundson-Bird [BA (Hons), MSc, FRSA, CMBE] is Principal Lecturer in Digital Marketing & Enterprise at Manchester Metropolitan University. He has worked in a variety of organisations, including Leeds Metropolitan (now Beckett) University, The University of Salford and Sheffield Hallam University. He helped set up Manchester s second web design agency, Sozo, in 1995 and was Chief Learning Architect at Academee from 1999 until 2002. David set up Manchester Met s first MSc in Digital Marketing in 2007 in collaboration with Econsultancy, their full-time MSc Digital Marketing Communications in 2016 and led the team that developed their Degree Apprenticeship in Digital Marketing. He teaches full time on undergraduate, postgraduate and MBA programmes, specialising in Digital Strategy, SEO and E-Commerce. David also works with a number of companies as part of the University's knowledge exchange effort, advising small and medium sized businesses on digital strategic and comms practice.

Inhaltsangabe

Preface
About the authors
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
1. Digital business strategy
2. Supply chain and demand
3. Digital marketing
4. Customer relationship management
Part 3 Implementation
5. Customer experience and service design
6. Managing digital business transformation and growth hacking
Glossary
Index