Autorentext

Dr Annmarie Hanlon is a Chartered Marketer and an Associate Professor in Digital and AI Marketing at UCL in the Global Business School for Health. Previously she was the Course Director of MSc Marketing and Leadership at Cranfield University. She is an experienced academic with a strong teaching portfolio in digital marketing. She has proficiency in shaping the curriculum, from module specification to programme validation.

Before joining academia, she worked in consultancy for 25 years. As an early adopter of technology and 'online marketing' she has led digital strategy and planning projects across Europe, in sectors including healthcare and IT, legal and financial, software and manufacturing. She is a Fellow of the Chartered Institute of Marketing, a Member of the Marketing Institute Ireland and a Liveryman of the Worshipful Company of Marketors. A past winner of the Mais Scholarship, her research interests include the application of health services, systems and apps that are related to digital marketing, AI marketing and technology.

Annmarie s Sage textbooks include Digital Marketing: Strategy, Planning & Disruption, Digital Business: Strategy, Management & Transformation and The Digital Marketing Planner. She is co-editor of The SAGE Handbook of Digital Marketing, and The SAGE Handbook of Social Media Marketing.

Klappentext

Digital transformation is no longer just about marketing; it's about how businesses survive and thrive in an interconnected world. This second edition of Digital Business: Strategy, Management & Transformation provides a contemporary exploration of the digital landscape, shifting focus toward core business strategy and operational excellence.
By applying the Business Model Canvas as a foundational framework in every chapter, students can bridge the gap between complex theory and professional application. The text is packed with engaging learning features designed to foster active discussion and develop the essential skills needed for the modern workplace.
Key updates to the second edition include:
Artificial Intelligence: A dedicated chapter on AI developments, with impact analysis featured throughout the book.
Data & Cybersecurity: A brand-new chapter on data governance and the critical importance of cybersecurity in digital business.
Strategic Frameworks: The Business Model Canvas is integrated into every chapter to simplify strategic navigation.
Sustainability & Ethics: Explicit links to the UN Sustainable Development Goals (SDGs) highlight the role of digital business in a responsible future.
Designed for undergraduate and postgraduate students, this textbook provides the analytical tools to master digital strategy and excel in an evolving global market.

Inhalt

Part 1 Digital Business Essentials
Chapter 1: The Digital Business Environment
Chapter 2: The Digital Workspace
Chapter 3: E-commerce
Part 2 Digital Platforms and Technologies
Chapter 4: Digital Platforms, Payment Models and Pricing
Chapter 5: Artificial Intelligence
Chapter 6: Enabling and Emerging Digital Technologies
Part 3 Digital Business Innovation, Disruption and Transformation
Chapter 7: Digital Innovation
Chapter 8: Digital Disruption
Chapter 9: Digital Transformation
Part 4 Digital Business Strategy and Management
Chapter 10: Digital Business Strategy
Chapter 11: Data, Cyber Security and Digital Governance
Chapter 12: Digital Operations and Supply Chain Management
Appendix A The United Nations Sustainable Development Goals
References