000 02524nam a2200277 4500
005 20250604061519.0
020 _a9781292725833
_cTZS 170,167/=
040 _aMUL
_beng.
_eAACR
082 _a658.872 CHA
100 _aCHAFFEY, D. (Author)
245 _a Digital business and e-commerce management
_c/Dave Chaffey, Tanya Arturi and David Edmundson-Bird
250 _a8th ed.
260 _aHarlow, England:
_bPearson,
_cc 2024.
300 _axxiv, 638 p. :
_bcol. ill. ;
_c27 cm.
504 _aIncludes references and index p. 593 - 624
505 _aPreface 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
520 _a"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
650 _a Business enterprises Computer networks
650 _aElectronic commerce
650 _aDigital business
650 _aStrategy and applications
650 _aManaging digital transformation
700 _aARTUI, D.
_c(Author)
700 _aEDMUNDSON-BIRD, D.
_c(Author)
942 _cBK
999 _c10944
_d10944