As businesses adapt to the realities of the digital world and build on the hard-won insights of the digital business pioneers, increasing importance is placed on the need to understand how traditional concepts of business strategy and implementation are influenced by the Internet, and to identify the novel aspects of business that are made possible by the Internet. That is why this book was written.
- How do you succeed in the digital business environment?
- How do you make the transition from offline to online?
- What aspects of your business will be affected, and how should you manage them?
Digital Business: Concepts and Strategies will help you develop the skills necessary to understand and integrate Internet technology and characteristics into business activity for attaining strategic objectives.
Table of Contents
1. Business and the Internet 2. A Framework for Digital Business 3. How Does the Internet Affect Buyer Behavior 4. How Does the Internet Affect Businesses 5. Technology and the Digital Marketplace 6. Policy and the Digital Marketplace 7. The Evolution of Digital Business 8. Strategic Planning for Digital Business 9. Developing Business Intelligence with Online Research 10. Digital Content and Business Activity 11. Digital Channels and Business Activity 12. Digital Communications and Business Activity 13. Digital Business to Business 14. Focus on the Future: Relationship Management for Digital Business
Eloise B. Coupey is Associate Professor of Marketing at the Pamplin College of Business, Virginia Tech, USA.