This bestselling textbook 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. It is an engaging read, packed with real-life examples and case studies.
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.
Preface and Guided Tour
1. Introduction to e-business and e-commerce
2. E-commerce fundamentals
3. E-business infrastructure
II STRATEGY AND APPLICATIONS
5. E-business strategy
6. Supply chain management
9. Customer relationship management
10. Change management
11. Analysis and design
12. Implementation and maintenance