This text offers a comprehensive introduction to the theory and practice of e-business and e-commerce management. The author, Dave Chaffey, brings his trademarks of authority, clarity of expression and teaching expertise to bear on a subject in which he actively lectures and consults.
Popular for its cutting-edge and contemporary coverage, this text offers an international approach and a good balance between the technical and managerial topics of central importance to developing an understanding of this subject.
Developed for students studying e-business or e-commerce at undergraduate or postgraduate level, and also used by many business managers, this is the essential text to keep pace with technology, strategy and implementation.
Part 1 Introduction
1 Introduction to digital business and e-commerce
2 Marketplace analysis for e-commerce
3 Digital business infrastructure
Part 2 Strategy and applications
5 Digital business strategy
6 Supply chain management
9 Customer relationship management
Part 3 Implementation
10 Change management
11 Analysis and design
12 Digital business service implementation and optimization