
Lýsing:
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 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.
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Annað
- Höfundar: Dave Chaffey, Tanya Hemphill, David Edmundson-Bird
- Útgáfa:7
- Útgáfudagur: 2019-06-07
- Hægt að prenta út 2 bls.
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- Format:Page Fidelity
- ISBN 13: 9781292193359
- Print ISBN: 9781292193335
- ISBN 10: 1292193352
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
- E-commerce defined
- 1 Introduction to digital business
- Digital business opportunities
- Drivers of digital technology adoption
- Cost/efficiency drivers
- Competitiveness drivers
- Drivers of digital technology adoption
- Evaluating an organisation’s digital business capabilities
- Drivers of consumer technology adoption
- Case study 1.2: Amazon – the world’s largest digital business?
- 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
- Case study 2.3: Macy’s – using omnichannel growth strategies to improve customer experience
- 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
- Revenue models
- Online publisher and intermediary revenue models
- Calculating revenue for an online business
- 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
- 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
- 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
- Tax jurisdiction
- Case study 4.1: The implications of micro-localisation vs globalisation based on consumer attitudes
- Internet governance
- E-government
- Approaches to identifying emerging technology
- 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
- Resource and process analysis
- 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
- Defining vision and mission
- 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
- 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
- Elements of information systems (IS) strategy
- Investment appraisal
- Decisions about which business applications to invest in
- The productivity paradox
- 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
- Learning outcomes
- Management issues
- Links to other chapters
- Introduction
- Chapter structure
- What is digital marketing?
- Marketing defined
- Inbound marketing
- Content marketing
- Marketing defined
- Is a separate digital marketing plan required?
- Customer demand analysis
- Qualitative customer research
- Competitor analysis
- Intermediary or influencer analysis
- Internal marketing audit
- Case study 7.1: The evolution of easyJet’s online revenue contribution
- Market and product positioning
- Target market strategies
- Content strategy
- 1 Interactivity
- 2 Intelligence
- 3 Individualisation
- 4 Integration
- 5 Industry restructuring
- 6 Independence of location
- Product
- Case study 7.2: Dell gets closer to its customers online
- Price
- Place
- Promotion
- People, process and physical evidence
- Brand identity
- The importance of brand online
- 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
- 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
- Advanced online segmentation and targeting techniques
- Sense, Respond, Adjust – delivering relevant e-communications through monitoring customer behaviou
- Recency, Frequency, Monetary value (RFM) analysis
- 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
- 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
- The process of review
- 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
- Scrum meetings
- 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
- 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
- Principles of performance management and improvement
- Stage 1: Creating a performance management system
- Stage 2: Defining the performance metrics framework
- Stage 3: Tools and techniques for collecting metrics and summarising results
- Collecting site outcome data
- Selecting a web analytics tool
- User testing prioritisation
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