Digital Business and E-commerce

8th Edition

By: Dave Chaffey, Tanya Hemphill, David Edmundson-Bird

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Paperback | 6 May 2024 | Edition Number 8

At a Glance

Paperback
664 Pages

Dimensions(cm)
26.5 x 19.7 x 2.9

New Edition

Published: 14th June 2019

Paperback

$173.75

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Written in an engaging and informative style

Digital Business and E-Commerce Management is an industry-leading text to equip current and future managers with the knowledge and practical skills to help them navigate their organisations towards digital business.

Engaging and informative, this edition will support your students' understanding of the strategies and tactics an organisation needs to implement to make a Digital Business successful.

With an array of features and examples, this must-have textbook will help your students understand and apply the most up-to-date digital concepts of e-Commerce.

Key features

Covers the entire process of deploying digital business and e-commerce.
Examines digital business strategy for all types of organisations.
Real-life management issues at the start of each chapter provide context.
Short activities develop concepts and build understanding.
Contains revision and assessment material throughout, with fully referenced model answers
Includes debate and discussion questions for use in class.
Case study questions underline key learning points.

New to this edition

A new chapter on digital infrastructure covers e-commerce revenue models and propositions.
A new diagram explains digital business concepts and customer user journeys.
A range of digital business models including freemium, unicorn and other concepts.
More on Designing E-commerce stores, AI, Big Data, payment systems and security to improve effective customer experiences.
Latest on generative artificial intelligence and ethical issues of AI application.

Case studies:

New mini case studies on Banks, Retailers and consumer brands, D2C retailers, Delhi-based startup offering Generative AI copywriting marketing tool and typical path to first 1k users for consumer startups Zopa and 3M.
Industry and trend analysis case studies on social media and the changing face of celebrity influencers, which channels are most effective for B2B services and how blockchain supports product innovations from social plastic to ticketless concert shows.
New case study on Buffer SaaS and Tesco Exchange marketplace.

About the Authors

Dave manages his own digital business, Smart Insights (www.smartinsights.com), an online publisher and analytics company providing advice and alerts on best practices and industry developments for digital marketers and e-commerce managers.

Tanya runs her own digital marketing training and consultancy firm WeDisrupt (www.wedisrupt.co.uk). She has worked with a wide range of different-sized organisations to help them with digital marketing strategy and digital transformation, including the Chartered Institute of Marketing, Harvey Nash, Ingredion, KPMG, the NHS, and Alder Hey Hospice, Monsanto, and AkzoNobel.

David is a Principal Lecturer in Digital Marketing & Enterprise at Manchester Metropolitan University and has worked there since 2004. He has worked in a variety of organisations, including Leeds Metropolitan (now Beckett) University, The University of Salford, and Sheffield Hallam University.

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