Digital Business and E-Commerce Management

Dave Chaffey BSc, PhD, FCIM, HIDM Dave manages his own digital business, Smart Insights (www.smartinsights.com), an online publisher and analytics company providing advice and alerts on best practices and industry developments for digital marketers and e-commerce managers. Dave also works as an independent Internet marketing trainer and consultant for Marketing Insights Limited. He has consulted on digital marketing and e-commerce strategy for companies of a range of sizes from larger organisations like 3M, Barclaycard, HSBC, Mercedes-Benz, and Nokia to smaller organisations like Arco, Confused.com, Euroffice, Hornbill, and i-to-i. Dave is also proud to be an Honorary Fellow of the IDM and is a visiting lecturer on e-Commerce courses at different universities, including Birmingham, Cranfield, Derby, Manchester Metropolitan, and Warwick. Tanya Hemphill BA (Hons), MSc (Dist.), Chartered Marketer, MCIM, MCIPR Tanya runs her own digital marketing training and consultancy firm WeDisrupt (www.wedisrupt.co.uk). She has worked with a wide range of different-sized organisations to help them with digital marketing strategy and digital transformation, including the Chartered Institute of Marketing, Harvey Nash, Ingredion, KPMG, the NHS, and Alder Hey Hospice, Monsanto, and AkzoNobel. She is an Associate Lecturer at Manchester Metropolitan University and has developed and taught MBA units and undergraduate courses such as Retail Life. Passionate about technology, Tanya is one of the UK's leading experts in growth hacking for tech start-ups and is often asked to be a keynote speaker on the subject. David Edmundson-Bird BA (Hons), MSc, FRSA David is a Principal Lecturer in Digital Marketing & Enterprise at Manchester Metropolitan University and has worked there since 2004. He has worked in a variety of organisations, including Leeds Metropolitan (now Beckett) University, The University of Salford, and Sheffield Hallam University. David teaches full-time in undergraduate, postgraduate, and MBA programmes, specialising in digital strategy, search engine marketing, and content strategy. He helped set up Manchester's second web design agency, Sozo, in 1995 and was Chief Learning Architect at Academee from 1999 until 2002. He has also worked on many commercial programmes for clients including JD Sport and McCann Erickson.

Brief contents Preface About the author Publisher's 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 transformation and growth hacking

Glossary Index