Digital Business and E-commerce

Dave Chaffey (BSc, PhD, FCIM, HIDM) is co-founder of his own digital business, Smart Insights, providing advice on best practice and industry developments for digital marketers and e-commerce managers. Dave also works as an independent digital marketing trainer and consultant. He has consulted on digital marketing and e-commerce strategy for a range of companies from larger organisations like Barclaycard and Mercedes-Benz to smaller organisations like Arco and Confused.com. He is proud to have been recognised by the Department of Trade and Industry as one of the leading individuals who have input towards the development and growth of e-commerce and the Internet in the UK over the past 10 years. Dave has been recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus worldwide who have helped shape the future of marketing. He is also proud to be an Honorary Fellow of the IDM. Dave has lectured on digital marketing and e-commerce courses at different universities, including Birmingham, Cranfield, Derby, Manchester Metropolitan and Warwick. Tanya Arturi (née Hemphill) [BA (Hons), MSc (Dist.), Chartered Marketer, MCIM, MCIPR] runs her own digital marketing training and consultancy company, specialising in the pharmaceutical and healthcare sector. She has worked with a range of organisations to help them with digital marketing strategy and digital transformation, including the Chartered Institute of Marketing, Harvey and AkzoNobel. Tanya is one of the UK s leading experts in growth hacking for tech start-ups and is often a keynote speaker on the subject. She is an Associate Lecturer at Manchester Metropolitan University and has developed and taught MBA units and undergraduate courses such as Strategic Marketing Management. She has also worked closely with the Chartered Institute of Marketing to speak at their conferences, run commercial training workshops and has been a Level Verifier for a number of their professional qualifications. She often Tweets from @TanyaArturi. David Edmundson-Bird [BA (Hons), MSc, FRSA, CMBE] is Principal Lecturer in Digital Marketing & Enterprise at Manchester Metropolitan University. He has worked in a variety of organisations, including Leeds Metropolitan (now Beckett) University, The University of Salford and Sheffield Hallam University. He helped set up Manchester s second web design agency, Sozo, in 1995 and was Chief Learning Architect at Academee from 1999 until 2002. David set up Manchester Met s first MSc in Digital Marketing in 2007 in collaboration with Econsultancy, their full-time MSc Digital Marketing Communications in 2016 and led the team that developed their Degree Apprenticeship in Digital Marketing. He teaches full time on undergraduate, postgraduate and MBA programmes, specialising in Digital Strategy, SEO and E-Commerce. David also works with a number of companies as part of the University's knowledge exchange effort, advising small and medium sized businesses on digital strategic and comms practice.

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