Description
Digital Business: Strategy, Management & Transformation covers all the essentials for understanding and doing business in a digital world within a single comprehensive textbook, including an introduction to the digital business environment, cutting-edge coverage of data and artificial intelligence, and an exploration of the latest digital tools and platforms and emerging and enabling technologies such as blockchain and Web 3.0.
The text explores all types and scales of digital business, from small, innovative start-ups and disruptors that are ‘born digital’, to the digital transformation of traditional large-scale businesses. Readers will also learn how these businesses strategise, operate and manage themselves, user experiences and customer relationships within an ever-increasing digital environment. Consideration is also given to the ethical and legal components of doing digital business with the United Nations’ Sustainable Development Goals in mind.
This textbook includes a rich source of learning features and activities making it suitable for business students at undergraduate and postgraduate levels, and setting students up for success on graduation in a fast-changing, digitalised and technology-led business world.
Annmarie Hanlon teaches digital marketing and is Course Director for the MSc Marketing and Leadership at Cranfield School of Management in the UK.
You can follow her updates at twitter.com/annmariehanlon and LinkedIn linkedin.com/in/annmariehanlon
Table of Contents
PART1: DIGITAL BUSINESS ESSENTIALS
Chapter 1: The Digital Business Environment
Chapter 2: The Digital Workspace
Chapter 3: E-commerce
PART 2: DIGITAL PLATFORMS AND TECHNOLOGIES
Chapter 4: Digital Platforms, Pricing and Payment Models
Chapter 5: AI, Big Data and Business Intelligence
Chapter 6: Enabling and Emerging Digital Technologies
PART 3: DIGITAL BUSINESS INNOVATION, DISRUPTION AND TRANSFORMATION
Chapter 7: Digital Innovation
Chapter 8: Digital Disruption
Chapter 9: Digital Transformation
PART 4: DIGITAL BUSINESS STRATEGY AND MANAGEMENT
Chapter 10: Digital Business Strategy
Chapter 11: Digital Customer Experience Management
Chapter 12: Digital Operations Management
