Synopsis
Undergraduate degrees in e-commerce, e-business or Internet/digital marketing; postgraduate masters degree in e-commerce, e-business or Internet/digital marketing; MBAs with an e-business option; 2nd and 3rd year undergraduate students on generic degrees in Business Studies/ Administration or Marketing. This book contains a comprehensive global, accessible coverage of e-business and e-commerce topics using a student centred learning approach. The text synthesizes the developing practice of applying digital technologies with the emerging academic knowledge to integrate models, concepts and theories with practice. Most importantly it takes a European stance in terms of practice, cases and approach to learning.
From the Back Cover
E-business and E-commerce management
This major text details how managers and students can apply new information and communications technologies to enhance the performance of their organisations. It takes an integrative approach drawing on new and existing perspectives and models from many disciplines including information systems, strategy, marketing, operations and human resources management.
The book prompts the reader to evaluate critically the hype, opportunity and risks associated with e-business. The approach taken focuses on how existing businesses can achieve e-business while minimizing the risks, but it also asks how the new revenue and business models highlighted by dot-com companies can be applied.
A unique active learning approach is used with activities and global case studies integrated with the text to illustrate concepts and challenge student thinking. Direct links to answers at the end of chapters and a dynamic Companion Web Site are provided. Margin definitions and diagrams are used throughout to explain concepts and technologies.
E-business and E-commerce management-
· explains the relationship between e-business, e-commerce and e-marketing activities within organisations;
· reviews the new business and revenue models available in the digital economy through activities and worldwide business-to-business and business-to-consumer case studies;
· explores strategic approaches to change management used to achieve e-business within the global marketplace;
· examines the applications of electronic communications to elements of the value and supply chain including procurement, logistics, marketing and customer relationship management;
- contains a range of easy-to-use pedagogical features that enable students to use this text as both a critical guide and as a reference tool;
- is accompanied by an enhanced Companion Web Site, fully integrated with the text, containing up-to-date material, case studies and a range of resources for both the student and the lecturer;
· describes the practical challenges of implementing e-business and shows how analysis and design can provide solutions to issues such as security, privacy, service quality and fulfilment.
Dr Dave Chaffey is Senior Lecturer in the Derbyshire Business School at the University of Derby. He is programme leader of MSc in E-commerce Management and the Chartered Institute of Marketing E-marketing award, as well as being senior examiner for this award. He is actively involved in the implementation of e-business and e-commerce through consultancy and training.
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