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.
目 錄
Preface and Guided Tour
Acknowledgements
I INTRODUCTION
Ch1: Introduction to e-business and e-commerce
Ch2: E-commerce fundamentals
Ch3: E-business infrastructure
Ch4: E-environment
II STRATEGY AND APPLICATIONS
Ch5: E-business strategy
Ch6 : Supply chain management
Ch7: E-procurement
Ch8: E-marketing
Ch9: Customer relationship management
III IMPLEMENTATION
Ch10: Change management
Ch11: Analysis and design
Ch12: Implementation and maintenance
Glossary
Index
