Digital Business and E-commerce, 8th edition
Published by Pearson (April 29, 2024) © 2024
- Dave Chaffey
- Tanya Hemphill
- David Edmundson-Bird Manchester Metropolitan University
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Equip your students to face the challenges of modern digital business
Digital Business and E-Commerce Management, 8th edition 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.
Hallmark Features of this title
Comprehensive, multi-disciplinary guidance
- Covers the entire process of deploying digital business and e-commerce.
- Examines digital business strategy for all types of organisations.
Engaging in-text features
- Real-life management issues at the start of each chapter provide context.
- Short activities develop concepts and build understanding.
The well-structured text applies theory to practice
- 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.
"Chaffey's primary advantage lies in its approach to eCommerce from a business standpoint, particularly beneficial in a business school setting. The inclusion of features such as mini-cases, exercises, and extensive case studies in the book effectively bridges the gap between theory and practice." – Dr Desireé Cranfield, Senior Lecturer, Business at Swansea School of Management
New to this edition
Additional material to deepen understanding
- 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.
The latest information in the field
- 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.
Features of Pearson eBook for the 8th Edition
Improve your students' learning experience with a range of digital tools.
From fully online delivery to blended learning, this is a digital textbook with integrated resources designed to keep your students engaged and support their learning.
With eBooks your students can:
- Customise how they study and add their own notes, bookmarks, and highlights directly in their eBook.
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- Optimise their studying and access learning content with their computer, mobile, and Android apps.
- Study for their course with an environmentally friendly learning resource.
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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
Dave 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.
Dave has lectured on digital marketing and e-commerce courses at different universities, including Birmingham, Cranfield, Derby, Manchester Metropolitan and Warwick.
Tanya Arturi (née Hemphill) [BA (Hons), MSc (Dist.), Chartered Marketer, MCIM, MCIPR] runs her own digital marketing training and consultancy company, specialising in the pharmaceutical and healthcare sector. She has worked with a range of organisations to help them with digital marketing strategy and digital transformation, including the Chartered Institute of Marketing, Harvey and AkzoNobel.
Tanya is one of the UK s leading experts in growth hacking for tech start-ups and is often a keynote speaker on the subject. She is an Associate Lecturer at Manchester Metropolitan University and has developed and taught MBA units and undergraduate courses such as Strategic Marketing Management.
She has also worked closely with the Chartered Institute of Marketing to speak at their conferences, run commercial training workshops and has been a Level Verifier for a number of their professional qualifications. She often Tweets from @TanyaArturi.
David Edmundson-Bird [BA (Hons), MSc, FRSA, CMBE] is Principal Lecturer in Digital Marketing & Enterprise at Manchester Metropolitan University. He has worked in a variety of organisations, including Leeds Metropolitan (now Beckett) University, The University of Salford and Sheffield Hallam University. He helped set up Manchester s second web design agency, Sozo, in 1995 and was Chief Learning Architect at Academee from 1999 until 2002. David set up Manchester Met s first MSc in Digital Marketing in 2007 in collaboration with Econsultancy, their full-time MSc Digital Marketing Communications in 2016 and led the team that developed their Degree Apprenticeship in Digital Marketing. He teaches full time on undergraduate, postgraduate and MBA programmes, specialising in Digital Strategy, SEO and E-Commerce. David also works with a number of companies as part of the University's knowledge exchange effort, advising small and medium sized businesses on digital strategic and comms practice.
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