Digital Business and E-Commerce Management, 7/e (Paperback)

Dave Chaffey , Tanya Hemphill , David Edmundson-Bird

  • 出版商: Pearson FT Press
  • 出版日期: 2019-06-01
  • 售價: $1,320
  • 貴賓價: 9.5$1,254
  • 語言: 英文
  • 頁數: 680
  • ISBN: 1292193336
  • ISBN-13: 9781292193335
  • 相關分類: 電子商務 E-commerce

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商品描述

Written in an engaging and informative style, Digital Business and E-Commerce Management will give you the knowledge and skills to be able to handle the speed of change faced by organisations in the digital world. In this seventh edition of the book, Chaffey, Hemphill and Edmundson-Bird bring together the most recent academic and practitioner thinking, covering all aspects of digital business including strategy, digital comms and transformation.

目錄大綱

Brief contents

Preface

About the author

Publisher’s acknowledgements

 

Part 1 - Introduction

1 Introduction to digital business

2 Opportunity analysis for digital business and e-commerce

3 Managing digital business infrastructure

4 Key issues in the digital environment

 

Part 2 - Strategy and applications

5 Digital business strategy

6 Supply chain and demand

7 Digital marketing

8 Customer relationship management

 

Part 3 Implementation

9 Customer experience and service design

10 Managing digital transformation and growth hacking

 

Glossary

Index