DIGITAL BUSINESS AND E-COMMERCE MANAGEMENT7/e (7版)

書名：DIGITAL BUSINESS AND E-COMMERCE MANAGEMENT 7/E 作者：Dave Chaffey 出版社：Pearson 出版日期：2019/12/00 ISBN：9781292193335 內容簡介 　　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. 本書特色 　　This new edition of Dave Chaffey’s bestselling book, joined this time by fellow authors Tanya Hemphill and David Edmundson-Bird, is your guide to answering these tough questions. 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, Digital Business and E-Commerce Management gives you the benefit of: 　　· A structured approach to review, plan and implement a digital business strategy for all types of organisation 　　· The latest on digital marketing techniques in SEO, social media comms and content marketing 　　· All new case studies providing examples of organisations and their experiences of digital business and e-commerce 　　· A brand new chapter introducing the concepts of digital business transformation and growth hacking 　　Whether you’re a student studying digital business and e-commerce, a marketer or a business manager, Digital Business and E-Commerce 　　Management is the essential text to help you understand and apply the concepts of ‘Digital’, strategy and implementation. 目錄 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