TY  - BOOK
AU  - Chaffey,Dave
AU  - Arturi,Tanya
AU  - Edmundson-Bird,David
TI  - Digital business and e-commerce management
SN  - 9781292725833
AV  - HF5548.32 .C472 2024
U1  - 658.872 C34 23
PY  - 2024///
CY  - Harlow, England, United Kingdom
PB  - Pearson Education Limited
KW  - Electronic commerce
KW  - Business enterprises
KW  - Computer networks
N1  - Includes bibliographical references and index; Preface About the authors Acknowledgements Part 1 Introduction Introduction to digital business Opportunity analysis for digital business and e-commerce Managing digital business infrastructure Key issues in the digital environment Part 2 Strategy and applications Digital business strategy Supply chain and demand Digital marketing Customer relationship management Part 3 Implementation Customer experience and service design Managing digital business transformation and growth hacking Glossary Index; CBA; Bachelor of Science in Business Administration Major in Marketing Management
N2  - "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!"--
ER  -