<內容簡介>

This text offers a comprehensive introduction to the theory and practice of e-business and e-commerce management. The author, Dave Chaffey, brings his trademarks of authority, clarity of expression and teaching expertise to bear on a subject in which he actively lectures and consults.


Popular for its cutting-edge and contemporary coverage, this text offers an international approach and a good balance between the technical and managerial topics of central importance to developing an understanding of this subject. 


Developed for students studying e-business or e-commerce at undergraduate or postgraduate level, and also used by many business managers, this is the essential text to keep pace with technology, strategy and implementation.

<章節目錄>

Part 1 Introduction
Ch1: Introduction to digital business and e-commerce
Ch2: Marketplace analysis for e-commerce
Ch3: Digital business infrastructure
Ch4: E-environment

Part 2 Strategy and applications
Ch5: Digital business strategy
Ch6: Supply chain management
Ch7: E-procurement
Ch8: E-marketing
Ch9: Customer relationship management

Part 3 Implementation
Ch10: Change management
Ch11: Analysis and design
Ch12: Digital business service implementation and optimization