Description
Book SynopsisDave Chaffey (BSc, PhD, FCIM, HIDM) is co-founder of his own digital business, Smart Insights, providing advice on best practice and industry developments for digital marketers and e-commerce managers.
Dave also works as an independent digital marketing trainer and consultant. He has consulted on digital marketing and e-commerce strategy for a range of companies from larger organisations like Barclaycard and Mercedes-Benz to smaller organisations like Arco and Confused.com.
He is proud to have been recognised by the Department of Trade and Industry as one of the leading individuals who have input towards the development and growth of e-commerce and the Internet in the UK over the past 10 years. Dave has been recognised by the Chartered Institute of Marketing as one of 50 marketing gurus worldwide who have helped shape the future of marketing. He is also proud to be an Honorary Fellow of the IDM.
Table of Contents
Preface About the authors Acknowledgements Part 1 Introduction
- Introduction to digital business
- Opportunity analysis for digital business and e-commerce
- Managing digital business infrastructure
- Key issues in the digital environment
Part 2 Strategy and applications
- Digital business strategy
- Supply chain and demand
- Digital marketing
- Customer relationship management
Part 3 Implementation
- Customer experience and service design
- Managing digital business transformation and growth hacking
Glossary Index
