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• W3145543579 abstract "Dave CHAFFEY, Business and E]commerce Management: Strategy, Implementation and PracticeDigital business is witnessing a tremendous evolution. New shake the traditional business models and shape innovation opportunities. Currently, every business unit may become a technology startup, at the same time as e-commerce extends the boundaries of the consumer behavior in the omnichannel context.The economic and technological environment challenges companies to rethink their competitive edge by turning into value the potential of digital tools and of electronic commerce. Thorough knowledge and expertise are absolutely necessary for the effectiveness of every digital endeavor. In this respect, a valuable contribution is brought by Dave Chaffey's book, Digital Business and E-commerce Management: Strategy, Implementation and Practice, whose sixth edition was published by Pearson Education in 2014.The Chartered Institute of Marketing - a prominent international organization established in the United Kingdom - recognized Dave Chaffey as one of the 50 marketing gurus worldwide who have helped shape the future of marketing in 2004. Chaffey has practical experience in the field of digital business. His company, Smart Insights, is focused on online publishing and web analytics. Chaffey is also the author of five best-selling books on various topics regarding digital business. His books target a wide international audience, as several titles are also available in Chinese, Dutch, German, Italian and Serbian.The key management decisions to be made by companies in order to drive their change based on digital and media represent the central theme of the book. According to Dave Chaffey, digital business describes how companies apply digital technology and media to improve the competitiveness of their organization through optimizing internal processes with online and traditional channels to market and supply (p. 11). Electronic commerce (ecommerce) is defined as all electronically mediated information exchanges between an organization and its external stakeholders (p. 12). The author underlines that e-commerce is narrower in scope than digital business. The sixth edition brings a terminology shiftcompared to the previous editions. To reflect the current state of industry and research, the term digital business replaces the term e-business which was firstly coined by IBM (as a transformation of key business processes through the use of Internet technologies (p. 13)) in 1997. From the PC era of late 1970s, the world advanced towards the intelligent Web, respectively Web 4.0, at the end of the present decade. The new digital and media will have a disruptive and transformational impact on businesses.There is a logical flow of the parts and chapters. Along the 712 pages of the book, the readers progress from the conceptual dimensions of digital business and e-commerce to the practical perspective which is of utmost importance for their effective implementation.The structure of the book includes three major parts. The first part is entitled Introduction and lays the foundation of the topics addressed. The four chapters of this part refer to the following aspects: the essence of the concepts of digital business and e-commerce; the marketplace analysis for ecommerce; the management of the digital business infrastructure; and the eenvironment. This part provides readers with clarifications relative to the basic concepts and reviews different interpretations of the terms. …" @default.
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