Autorentext

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.

Klappentext

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.

Zusammenfassung

Learn everything there is to know about the latest strategies and tactics for a successful digital business in one best-selling text.

Digital Business and E-Commerce Management, 7th edition by Chaffey, Hemphill, and Edmundson-Bird, is the latest edition of this best-selling book, guaranteed to offer you the knowledge and skills to handle the speed of change faced by organisations in the digital world.

This edition brings together the most up-to-date knowledge in academic and practitioner thinking, discussing some of the hottest topics in the field, such as:

• Which strategies and tactics does an organisation need to develop and implement to make a Digital Business successful?
• How do we work out where to place our investment?

• How should businesses select the best digital technology, media, and insight sources to compete in the digital landscape?
  Written in an engaging and informative style, this book is ideal for students in Digital Business and e-Commerce, but also professional marketers, or even Business Managers, covering all aspects of Digital Business, including strategy, digital comms, and transformation.

  Key features include:

• A structured approach to review, plan and implement a digital business strategy for all types of organisations
• The latest on digital marketing techniques in SEO, social media comms, and content marketing
• New case studies providing examples of organisations and their experiences with digital business and e-commerce

• A brand new chapter introducing the concepts of digital business transformation and growth hacking
  With an array of features and updates to support your learning, this must-have textbook will provide the tools you need to help you understand and apply the concepts of 'Digital' in your strategy, implementation, and transformation.

  Inhalt

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

1. Digital business strategy
2. Supply chain and demand
3. Digital marketing
4. Customer relationship management

Part 3 Implementation

1. Customer experience and service design
2. Managing digital transformation and growth hacking

Glossary

Index