Efnisyfirlit

• Half Title Page
• Title Page
• Copyright Page
• Brief Contents
• Contents
• Preface
• About the authors
• Acknowledgements
• Publisher’s acknowledgements
• Part 1 Introduction
  • 1 Introduction to digital business
    • Learning outcomes
    • Management issues
    • Links to other chapters
    • Introduction
    • The impact of digital communications on traditional businesses
      • Inbound marketing
      • Social media marketing
        • Trends update: Social media usage
      • Case study 1.1: The Uber business model
      • Mobile commerce
        • Trends update: Mobile usage
    • What is the difference between a digital business and an e-commerce business?
      • E-commerce defined
        • Trends update: E-commerce growth rates
      • Digital business defined
      • Intranets and extranets
      • Different types of sell-side e-commerce
        • Digital marketing
        • Trends update: Social network usage
      • Options for organisations to reach a digital audience
        • Owned, earned and paid media options
        • The six key types of digital media channels
        • The social internet and user-generated content
        • Supply chain management
      • Business or consumer models of e-commerce transactions
        • Dot Gov defined
    • Digital business opportunities
      • Drivers of digital technology adoption
        • Cost/efficiency drivers
        • Competitiveness drivers
    • Barriers to the adoption of technology by digital business stakeholders
      • Evaluating an organisation’s digital business capabilities
      • Drivers of consumer technology adoption
    • Barriers to consumer digital adoption
      • Case study 1.2: Amazon – the world’s largest digital business?
    • Summary
    • Exercises
    • References
    • Web links
  • 2 Opportunity analysis for digital business and e-commerce
    • Learning outcomes
    • Management issues
    • Links to other chapters
    • Introduction
      • Business and revenue models for e-commerce
    • Digital marketplace analysis
      • Case study 2.1: How Boden grew from an eight-product menswear catalogue to an international brand wi
      • Strategic agility
      • Case study 2.2: Unilever demonstrates strategic agility
    • A process for digital marketplace analysis
      • Case study 2.3: Macy’s – using omnichannel growth strategies to improve customer experience
        • 1 Customer segments
        • 2 Search intermediaries
        • 3 Intermediaries, influencers and media sites
        • 4 Destination sites
    • Location of trading in the marketplace
      • Review of marketplace channel structures
      • Location of trading in the marketplace
      • The importance of omnichannel marketplace models
      • Commercial arrangement for transactions
      • Different types of online intermediary and influencers
      • Summary of the types of intermediary
      • The importance of search engines
    • Business models for e-commerce
      • Revenue models
      • Online publisher and intermediary revenue models
        • Calculating revenue for an online business
    • Focus on Digital start-up companies
      • Assessing digital businesses
      • Valuing tech start-ups
        • 1 Concept
        • 2 Innovation
        • 3 Execution
        • 4 Traffic
        • 5 Financing
        • 6 Profile
      • Case study 2.4: i-to-i – a global marketplace for a start-up
    • Summary
    • Exercises
    • References
    • Web links
  • 3 Managing digital business infrastructure
    • Learning outcomes
    • Management issues
    • Links to other chapters
    • Introduction
    • Supporting the growing range of digital business technology platforms
      • Desktop, laptop and notebook platforms
      • Mobile phone and tablet platforms
      • Trends update: Mobile usage
    • Other hardware platforms
    • Augmented reality
    • Digital business infrastructure components
    • A short introduction to digital technology
    • Management issues in creating a new customer-facing digital service
    • Domain name selection
    • Uniform resource locators (URLs)
    • Domain name registration
    • Managing hardware and systems software infrastructure
      • Layer II – systems software
    • Managing digital business applications infrastructure
    • Focus on The development of customer experiences and digital services
    • Benefits of web services or SaaS
      • Application programming interfaces (APIs)
    • Challenges of deploying SaaS
    • Cloud computing
      • Examples of cloud computing web services
      • Virtualisation
      • Service-orientated architecture (SOA)
    • Selecting hosting providers
    • Managing service quality when selecting Internet service and cloud hosting providers
    • ISP connection methods
      • Issues in management of ISP and hosting relationships
      • Speed of access
      • Availability
      • Service level agreements
      • Security
    • internal networks and external networks
      • Intranet applications
      • Extranet applications
      • Encouraging use of intranets and extranets
      • Streaming TV
      • Voice over IP (VoIP)
      • Widgets
    • Technology standards
      • Examples of XML applications
      • Semantic web standards
      • Microformats
    • Focus on Internal and external governance factors that impact digital business
    • The Net neutrality principle
    • The Internet Corporation for Assigned Names and Numbers (ICANN, www.icann.org)
    • The Internet Society (www.isoc.org)
    • The Internet Engineering Task Force (IETF, www.ietf.org)
    • The World Wide Web Consortium (www.w3.org)
    • Telecommunications Information Networking Architecture Consortium (TINA-C, www.tinac.com)
    • How can companies influence or take control of Internet standards?
    • Open-source software
    • Case study 3.1: Innovation at Google (2017 update)
    • Summary
    • Exercises
    • References
    • Web links
  • 4 Key issues in the digital environment
    • Learning outcomes
    • Management issues
    • Links to other chapters
    • Introduction
    • Social factors
    • Legal and ethical factors
    • Economic factors
    • Political factors
    • Technology factors
    • Cultural factors
    • Factors affecting e-commerce buying behaviour
      • Understanding users’ access requirements
      • Consumers influenced by using the online channel
      • Motivation for use of online services
      • Business demand for digital business services
      • E-commerce sales across the EU
    • Privacy and trust in e-commerce
      • Privacy legislation
      • Why personal data is valuable for digital business
      • Worldwide regulations on privacy and electronic communications
      • Viral email marketing
      • Other e-commerce legislation
        • 1 Marketing your e-commerce business
        • 2 Forming an electronic contract (contract law and distance-selling law)
        • 3 Making and accepting payment
        • 4 Authenticating contracts concluded over the Internet
        • 5 Email risks
        • 6 Protecting intellectual property (IP)
        • 7 Advertising on the Internet
        • 8 Data protection
    • Environmental and green issues related to Internet usage
    • Taxation
      • Tax jurisdiction
    • Freedom-restrictive legislation
    • Economic and competitive factors
      • Case study 4.1: The implications of micro-localisation vs globalisation based on consumer attitudes
    • The implications of e-commerce for international B2B trading
    • Government and digital transformation
      • Internet governance
      • E-government
    • Technological innovation and technology assessment
      • Approaches to identifying emerging technology
    • Summary
    • Exercises
    • References
    • Web links
• Part 2 Strategy and applications
  • 5 Digital business strategy
    • Learning outcomes
    • Management issues
    • Links to other chapters
    • Introduction
      • Development of the social business
    • What is digital business strategy?
      • The imperative for digital business strategy
      • Digital channel strategies
      • Platform strategy
      • Strategy process models for digital business
    • Strategic analysis
      • Resource and process analysis
        • Stage models of digital business development
        • Application portfolio analysis
        • Organisational and IS SWOT analysis
        • Human and financial resources
      • Competitive environment analysis
        • Demand analysis
      • Assessing competitive threats
        • Competitive threats
        • Sell-side threats
        • Buy-side threats
      • Competitor analysis
        • Resource-advantage mapping
    • Strategic objectives
      • Defining vision and mission
        • VMOST
      • How can digital business create business value?
      • Case study 5.1: Arriva Bus redesigns its m-ticket app and boosts revenue by over 17%
      • Objective setting
        • The online revenue contribution
        • Conversion modelling for sell-side e-commerce
      • Case study 5.2: Setting the Internet revenue contribution at Sandvik Steel
        • The balanced scorecard approach to objective setting
    • Strategy definition
      • Selection of digital business strategy options
      • Decision 1: Digital business channel priorities
        • The diversification of digital platforms
      • Decision 2: Market and product development strategies
      • Decision 3: Positioning and differentiation strategies
      • Decision 4: Business, service and revenue models
      • Decision 5: Marketplace restructuring
      • Decision 6: Supply chain management capabilities
      • Case study 5.3: Zappos innovates in the digital marketplace
      • Decision 7: Internal knowledge management capabilities
      • Decision 8: Organisational resourcing and capabilities
    • Strategy implementation
      • Failed digital business strategies
      • Digital business strategy implementation success factors for SMEs
      • Case study 5.4: Boo hoo – learning from the largest European dot.com failure
    • Focus on Aligning and impacting digital business strategies
      • Elements of information systems (IS) strategy
      • Investment appraisal
        • Decisions about which business applications to invest in
        • The productivity paradox
    • Summary
    • Exercises
    • References
    • Web links
  • 6 Supply chain and demand
    • Learning outcomes
    • Management issues
    • Links to other chapters
    • Introduction
      • Case study 6.1: Fast-fashion retailer Zara uses its supply chain to achieve competitive advantage
      • Problems of supply chain management
    • What is supply chain management and e-procurement?
      • A simple model of a supply chain
      • Case study 6.2: Shell Chemicals redefines its customers’ supply chains
      • What is logistics?
      • Push and pull supply chain models
    • Focus on The value chain
      • Restructuring the internal value chain
      • The value stream
      • Value chain analysis
      • Value networks
    • Options for restructuring the supply chain
    • Using digital business to restructure the supply chain
      • Technology options and standards for supply chain management
      • Case study 6.3: Argos uses e-supply chain management to improve customer convenience
      • IS-supported upstream supply chain management
        • RFID and the Internet of Things
      • IS-supported downstream supply chain management
      • Outbound logistics management
      • IS infrastructure for supply chain management
    • Supply chain management implementation
      • Data standardisation and exchange
      • The supply chain management strategy process
    • Goal-setting and performance management for eSCM
      • Managing partnerships
      • Managing global distribution
      • Case study 6.4: RFID – keeping track starts its move to a faster track
    • What is e-procurement?
      • Understanding the procurement process
      • Types of procurement
      • Participants in different types of e-procurement
    • Drivers of e-procurement
      • Examples of the benefits of e-procurement
      • Case study 6.5: Honeywell improves efficiency through SCM and e-procurement
    • Focus on Estimating e-procurement costs
      • The impact of cost savings on profitability
    • Barriers and risks of e-procurement adoption
    • Implementing e-procurement
      • Integrating company systems with supplier systems
    • Focus on B2B marketplaces
      • Types of marketplace
    • The future of e-procurement
    • Summary
    • Exercises
    • References
    • Web links
  • 7 Digital marketing
    • Learning outcomes
    • Management issues
    • Links to other chapters
    • Introduction
      • Chapter structure
    • What is digital marketing?
      • Marketing defined
        • Inbound marketing
        • Content marketing
    • Digital marketing planning
      • Is a separate digital marketing plan required?
    • Situation analysis
      • Customer demand analysis
        • Qualitative customer research
      • Competitor analysis
      • Intermediary or influencer analysis
      • Internal marketing audit
    • Objective setting
      • Case study 7.1: The evolution of easyJet’s online revenue contribution
    • Strategy
      • Market and product positioning
      • Target market strategies
        • Content strategy
    • Focus on Characteristics of digital media communications
      • 1 Interactivity
      • 2 Intelligence
      • 3 Individualisation
      • 4 Integration
      • 5 Industry restructuring
      • 6 Independence of location
    • Tactics
      • Product
      • Case study 7.2: Dell gets closer to its customers online
      • Price
      • Place
      • Promotion
      • People, process and physical evidence
    • Focus on Digital branding
      • Brand identity
      • The importance of brand online
    • Actions
    • Control
    • Summary
    • Exercises
    • References
    • Web links
  • 8 Customer relationship management
    • Learning outcomes
    • Management issues
    • Links to other chapters
    • Introduction
      • Marketing applications of CRM
      • Case study 8.1: How Warby Parker disrupted the eyewear industry
    • What is eCRM?
      • From eCRM to social CRM
      • Benefits of eCRM
        • Customer engagement strategy
      • Permission marketing
      • Customer profiling
    • Conversion marketing
    • The online buying process
      • Differences in buyer behaviour in target markets
      • Differences between B2C and B2B buyer behaviour
        • Influences on purchase
      • The net promoter score
    • Customer acquisition management
      • Focus on Marketing communications for customer acquisition, including search engine marketing, digit
      • The characteristics of interactive marketing communications
        • 1 From push to pull
        • 2 From monologue to dialogue
        • 3 From one-to-many to one-to-some and one-to-one
        • 4 From one-to-many to many-to-many communications
        • 5 From ‘lean-back’ to ‘lean-forward’
        • 6 The medium changes the nature of standard marketing communications tools such as advertising
        • 7 Increase in communications intermediaries
        • 8 Integration remains important
      • Assessing marketing communications effectiveness
      • Digital marketing communications
        • 1 Search engine marketing (SEM)
        • 2 Digital PR
        • Focus on Social media and social CRM strategy
        • 3 Online partnerships
        • 4 Digital advertising
        • 5 Email marketing
        • 6 Social media marketing
    • Customer retention management
      • Personalisation and mass customisation
        • Creating personalisation
        • Extranets
        • Opt-in email
      • Techniques for managing customer activity and value
      • Lifetime-value modelling
      • Focus on Excelling in e-commerce service quality
      • Improving online service quality
        • Tangibles
        • Reliability
        • Responsiveness
        • Assurance
        • Empathy
    • Customer extension
      • Advanced online segmentation and targeting techniques
        • Sense, Respond, Adjust – delivering relevant e-communications through monitoring customer behaviou
        • Recency, Frequency, Monetary value (RFM) analysis
    • Technology solutions for CRM
      • Types of CRM applications
      • Integration with back-office systems
      • The choice of single-vendor solutions or a more fragmented choice
      • Data quality
      • Case study 8.2: Tesco.com increases product range and uses triggered communications to support CRM
    • Summary
    • Exercises
    • References
    • Web links
• Part 3 Implementation
  • 9 Customer experience and service design
    • Learning outcomes
    • Management issues
    • Links to other chapters
    • Introduction
    • Analysis for digital technology projects
    • Process modelling
      • Process mapping
      • Task analysis and task decomposition
      • Process dependencies
      • Workflow management
        • Flow process charts
        • Effort duration analysis
        • Network diagrams
        • Event-driven process chain (EPC) model
      • Validating a new process model
    • Data modelling
      • 1 Identify entities
      • 2 Identify attributes for entities
      • 3 Identify relationships between entities
      • Big Data and data warehouses
    • Design for digital technology projects
      • Architectural design of digital business systems
      • Focus on User-centred site design and customer experience management
      • Customer experience management framework
        • Customer experience design
        • Implementation
      • Usability
      • Evaluating designs
      • Use-case analysis
        • Persona and scenario analysis
        • Stages in use-case analysis
      • Designing the information architecture
        • Card sorting
        • Blueprints
        • Wireframes
      • Customer orientation
      • Elements of site design
        • Site design and structure
        • Page design
        • Content design
      • Mobile design
        • Mobile site design option A. Responsive design
        • Mobile site design option B. Adaptive design
        • Mobile site design option C. HTML5
        • Mobile site design option D. Separate mobile domain (screen scrape)
      • Web accessibility
      • Case study 9.1: Providing a better online user experience in a B2B market
      • Focus on Security design for digital business
      • Secure e-commerce transactions
        • Principles of secure systems
      • Approaches to developing secure systems
        • Digital certificates
        • Digital signatures
        • The public-key infrastructure (PKI) and certificate authorities (CAs)
        • Virtual private networks
      • Current approaches to e-commerce security
        • Secure Sockets Layer protocol (SSL)
        • Certificate authorities (CAs)
      • Reassuring the customer
    • Summary
    • Exercises
    • References
    • Web links
  • 10 Managing digital business transformation and growth hacking
    • Learning outcomes
    • Management issues
    • Links to other chapters
    • Introduction
      • Case study 10.1: Transforming an entire industry and supply chain: Spotify and Spotify Connect
      • Definitions of digital transformation
      • Definitions of digital business transformation
      • Why is digital business transformation not just about IT?
      • The applications portfolio – a precursor to digital business transformation
    • The emergence of digital transformation as a discipline
      • History of change and change management
      • The change in strategic position of digital versus technology
      • The need for digital transformation
    • Understanding the reasons for digital transformation
      • The opportunities provided by digital
      • Where does digital transformation occur?
        • Customer experience and service design
        • Customer insight
        • Adding value
        • Interfaces with customers
        • Business process
        • The business model
        • New business where digital is at the heart of the opportunity
        • Adapting the existing business to a digital opportunity
    • The framework of digital transformation
      • The process of review
        • What the digital opportunity is
        • How sure the organisation is of the opportunity
        • What level of digital the leadership of the organisation possesses
        • How mature as a digital business the organisation sees itself
      • The process of strategy
        • A focus on the objective for the future rather than solving an existing problem
      • The process of resourcing and planning
        • The design of the transformation
        • A programme for change
      • The process of deployment
      • The process of living with, and evaluating, digital transformation
    • What is growth hacking?
    • Defining goals and KPIs
    • How to use a single metric to run a start-up
    • Creating a growth hacking mindset
      • Ideal skill set of a growth hacking team
    • Use of Scrum, an agile methodology, in digital marketing
      • Scrum meetings
        • Sprint planning
        • Daily Scrum
        • Sprint review and retrospective
    • Developing agile marketing campaigns
    • The growth hacking process
      • 1 Product/market fit (create an MVP – Minimum Viable Product)
        • Trigger
        • Action
        • Rewards
        • Investment
      • 2 User data analysis
        • Main areas of user testing
      • 3 Conversion rate optimisation
        • Key CRO elements
        • A/B and multivariate testing
        • Clickstream analysis and visitor segmentation
      • Budgeting
      • Case study 10.2: Learning from Amazon’s culture of metrics
      • 4 Viral growth
        • Inherent virality: Skype
        • Artificial virality: Giffgaff
        • Word-of-mouth virality: Zappos
        • Measuring virality
        • 5 Retention and scalable growth
    • Creating the right environment for growth hacking
      • Bridging the digital and physical world
        • Best traditional marketing methods for growth hacking
      • Case study 10.3: How Leon used PR to growth hack
      • Growth hacking framework
      • Twenty traction channels to test
      • Data analysis
    • Measuring implementation success
    • Focus on Web analytics: Measuring and improving performance of digital business services
      • Principles of performance management and improvement
        • Stage 1: Creating a performance management system
        • Stage 2: Defining the performance metrics framework
    • Focus on Measuring social media marketing
      • Stage 3: Tools and techniques for collecting metrics and summarising results
      • Collecting site outcome data
      • Selecting a web analytics tool
      • User testing prioritisation
    • Summary
    • Exercises
    • References
    • Web links
• Glossary
• Index
• Back Cover

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