Marketing Strategy in the Digital Age
Exploiting e-Commerce in Your Business
Financial Times Management Briefings Series
By Elizabeth Daniel, Hugh Wilson , Malcolm Mcdonald, John Ward
Financial Times / Pearson Education
$175.00 paper original
With the dotcom bubble well and truly burst, it is clear that to conduct successful
business online you need an effective e-business strategy. This report shows
you how to develop, design, implement and measure your e-commerce strategy.
It guides you through the entire cycle from the identification of options, through
prioritisation and implementation to measurement and review. Each stage contains
tools and frameworks you can use to develop your own strategy or to clarify
an existing strategy. By introducing the concept of value gap analysis to each
stage of the sale the authors show how to identify areas where e-commerce solutions
can make a real impact in both B2B and B2C transactions. The report is based
on extensive research and features best practice case studies from leading companies
so that you can benefit from their experience.
Contents include: Overview of strategy development process. Context and positioning.
Market value analysis. Market vision. Prioritisation and selection. Measurement
of electronic commerce. Case studies.
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