Includes references and index p. 593 - 624

Preface About the authors Acknowledgements Part 1 Introduction Introduction to digital businessOpportunity analysis for digital business and e-commerceManaging digital business infrastructureKey issues in the digital environment Part 2 Strategy and applications Digital business strategySupply chain and demandDigital marketingCustomer relationship management Part 3 Implementation Customer experience and service designManaging digital business transformation and growth hacking Glossary Index

"This book is intended to equip current and future managers with some of the knowledge and practical skills to help them navigate their organisation towards digital business. A key aim of this book is to identify and review the key management decisions required by organisations moving to digital business and to consider the process by which these decisions can be taken. Key questions that established businesses need to ask include: What approach to digital business strategy do we follow? How do we reach our target audiences online using digital channels? How should we integrate with supply chain partners. How much do we need to invest in digital business? Which processes should be our digital business priorities? Should we adopt new business and revenue models? What marketing technology should we use? What are the main changes that need to be made to transform an organisation that uses technology to a true digital business? Startup businesses and smaller businesses have many similar questions, but usually have the additional challenge of a more limited budget although with a smaller team giving greater agility!"-- Provided by publisher