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[Chaffey, Dave] Digital business and E-commerce 2nd book
Document Outline Cover Cover2 Half Title Page Title Page Copyright Page Brief contents Contents Preface Guided tour About the author Acknowledgements Part 1: Introduction 1. Introduction to digital business and e-commerce Learning outcomes Management issues Links to other chapters Introduction The impact of electronic communications on traditional businesses Inbound marketing Social media marketing Trends update: Social media usage Mobile commerce Case Study 1.1: The Facebook business model Trends update: Mobile usage What is the difference between digital business and e-commerce? E-commerce defined Trends update: E-commerce growth rates Digital business defined Intranets and extranets Different types of sell-side e-commerce Digital marketing Trends update: Social network usage Options for companies to reach their audience online Owned, earned and paid media options The six key types of digital media channels Web 2.0 and user-generated content Supply chain management Business or consumer models of e-commerce transactions Digital business opportunities Drivers of digital technology adoption Cost/efficiency drivers Competitiveness drivers Risks and barriers to digital business adoption Evaluating an organisation’s digital business capabilities Drivers of consumer technology adoption Barriers to consumer Internet adoption Case Study 1.2: eBay – the world’s largest online business? Summary Exercises References Web links 2. Marketplace analysis for e-commerce Learning outcomes Management issues Links to other chapters Introduction Business and revenue models for e-commerce Online marketplace analysis Strategic agility A process for online marketplace analysis Location of trading in the marketplace Review of marketplace channel structures Location of trading in the marketplace The importance of multichannelmarket place models Commercial arrangement for transactions Different types of online intermediary and influencers Summary of the types of intermediary The importance of search engines Business models for e-commerce Revenue models Online publisher and intermediary revenue models Calculating revenue for an online business Focus on: Online start-up companies Assessing online businesses Valuing Internet start-ups 1. Concept 2. Innovation 3. Execution 4. Traffic 5. Financing 6. Profile Examples of e-commerce failures Case Study 2.1: i-to-i – a global marketplace for a start-up company Why dot-coms failed Summary Exercises References Web links 3. Managing digital business infrastructure Learning outcomes Management issues Links to other chapters Introduction Supporting the growing range of digital business technology platforms Desktop, laptop and notebook platforms Mobile phone and tablet platforms Trends update: Mobile usage Other hardware platforms Augmented reality Digital business infrastructure components A short introduction to Internet technology Management issues in creating a new customer-facing digital service Domain name selection Uniform resource locators (URLs) Domain name registration Managing hardware and systems software infrastructure Layer II – Systems software Managing digital business applications infrastructure Focus on: Web services, SaaS, cloud computing and service-oriented architecture (SOA) Benefits of web services or SaaS Application programming interfaces (APIs) Challenges of deploying SaaS Cloud computing Examples of cloud computing web services Virtualisation Service-oriented architecture (SOA) Selecting hosting providers Managing service quality when selecting Internet service and cloud hosting providers ISP connection methods Issues in management of ISP and hosting relationships Speed of access Availability Service level agreements Security Managing internal digital communications through intranets and extranets Intranet applications Extranet applications Encouraging use of intranets and extranets IPTV (Internet TV) Voice over IP (VoIP) Widgets Web presentation and data exchange standards Examples of XML applications Semantic web standards Microformats Focus on: Internet governance The net neutrality principle The Internet Corporation for Assigned Names and Numbers (ICANN, www.icann.org) The Internet Society (www.isoc.org) The Internet Engineering Task Force (IETF, www.ietf.org) The World Wide Web Consortium (www.w3.org) Telecommunications Information Networking Architecture Consortium (TINA-C, www.tinac.com/) How can companies influence or take control of Internet standards? Open-source software Case Study 3.1: Innovation at Google Summary Exercises References Web links 4. E-environment Learning outcomes Management issues Links to other chapters Introduction Social and legal factors Factors governing e-commerce service adoption Understanding users’ access requirements Consumers influenced by using the online channel Motivation for use of online services Purchased online Business demand for digital business services B2B profiles Adoption of digital business by businesses Privacy and trust in e-commerce Privacy legislation Why personal data are valuable for digital businesses Anti-spam legislation Regulations on privacy and electronic communications Worldwide regulations on privacy and electronic communications Other e-commerce legislation 1. Marketing your e-commerce business 2. Forming an electronic contract (contract law and distance-selling law) 3. Making and accepting payment 4. Authenticating contracts concluded over the Internet 5. Email risks 6. Protecting intellectual property (IP) 7. Advertising on the Internet 8. Data protection Environmental and green issues related to Internet usage Taxation Tax jurisdiction Freedom-restrictive legislation Economic and competitive factors Case Study 4.1: The implications of globalisation for consumer attitudes The implications of e-commerce for international B2B trading Political factors E-government Technological innovation and technology assessment Approaches to identifying emerging technology Summary Exercises References Web links Part 2: Strategy and applications 5. Digital business strategy Learning outcomes Management issues Links to other chapters Introduction Development of the social business What is digital business strategy? The imperative for digital business strategy Digital channel strategies Strategy process models for digital business Strategic analysis Resource and process analysis Stage models of digital business development Application portfolio analysis Organisational and IS SWOT analysis Human and financial resources Competitive environment analysis Assessing competitive threats Competitive threats Sell-side threats Buy-side threats Co-opetition Competitor analysis Resource‑ advantage mapping Strategic objectives Defining vision and mission How can digital business create business value? Case Study 5.1: Debenhams creates value through mobile commerce Objective setting The online revenue contribution Conversion modelling for sell-side e-commerce Case Study 5.2: Setting the Internet revenue contribution at Sandvik Steel The balanced scorecard approach to objective setting Strategy definition Selection of digital business strategy options Decision 1: Digital business channel priorities The diversification of digital platforms Decision 2: Market and product development strategies Decision 3: Positioning and differentiation strategies Decision 4: Business, service and revenue models Decision 5: Marketplace restructuring Decision 6: Supply chain management capabilities Decision 7: Internal knowledge management capabilities Decision 8: Organisational resourcing and capabilities Strategy implementation Failed digital business strategies Digital business strategy implementation success factors for SMEs Case Study 5.3: Boo hoo – learning from the largest European dot-com failure Focus on: Aligning and impacting digital business strategies Elements of IS strategy Investment appraisal Decisions about which business applications to invest in The productivity paradox Summary Exercises References Web links 6. Supply chain management Learning outcomes Management issues Links to other chapters Introduction Problems of supply chain management What is supply chain management? Using technology to support supply chain management – an example A simple model of a supply chain Case Study 6.1: Shell Chemicals redefines its customers’ supply chains What is logistics? Push and pull supply chain models Focus on: The value chain Restructuring the internal value chain The value stream Value chain analysis Value networks Towards the virtual organisation Options for restructuring the supply chain Using digital business to restructure the supply chain Technology options and standards for supply chain management Adoption rates of digital business applications Benefits of e-supply chain management Case Study 6.2: Argos uses e-supply chain management to improve customer convenience IS-supported upstream supply chain management RFID and The Internet of Things IS-supported downstream supply chain management Outbound logistics management IS infrastructure for supply chain management Supply chain management implementation Data standardisation and exchange The supply chain management strategy process Goal-setting and performance management for e-SCM Managing partnerships Managing global distribution Case Study 6.3: RFID: keeping track starts its move to a faster track Summary Exercises References Web links 7. E‑procurement Learning outcomes Management issues Links to other chapters Introduction What is e‑procurement? Understanding the procurement process Types of procurement Participants in different types of e-procurement Drivers of e-procurement Examples of the benefits of e-procurement Case Study 7.1: Cambridge Consultants reduces costs through e-procurement Focus on: Estimating e-procurement costs The impact of cost savings on profitability Barriers and risks of e-procurement adoption Implementing e-procurement Integrating company systems with supplier systems Focus on: B2B marketplaces Why did so many B2B marketplaces fail? Reasons for limited adoption of e-market places From neutral to private B2B exchanges Case Study 7.2: Covisint – a typical history of a B2B marketplace? Types of marketplace The future of e‑procurement Summary Exercises References Web links 8. Digital marketing Learning outcomes Management issues Links to other chapters Introduction What is digital marketing? Marketing defined Digital marketing defined Inbound marketing Content marketing Digital marketing planning Is a separate digital marketing plan required? Situation analysis Customer demand analysis Qualitative customer research Competitor analysis Intermediary or influencer analysis Internal marketing audit Objective setting Case Study 8.1: The evolution of easyJet’s online revenue contribution Strategy Market and product positioning Target market strategies Focus on: Characteristics of digital media communications 1. Interactivity 2. Intelligence 3. Individualisation 4. Integration 5. Industry restructuring 6. Independence of location Tactics Product Case Study 8.2: Dell gets closer to its customers online Price Place Promotion People, process and physical evidence Focus on: Online branding Brand identity The importance of brand online Actions Control Summary Exercises References Web links 9. Customer relationship management Learning outcomes Management issues Links to other chapters Introduction Marketing applications of CRM What is e-CRM? From e‑CRM to social CRM Benefits of e‑CRM Customer engagement strategy Permission marketing Customer profiling Conversion marketing The online buying process Differences in buyer behaviour in target markets Differences between B2C and B2B buyer behaviour The net promoter score Customer acquisition management Focus on: Marketing communications for customer acquisition, including search engine marketing, online PR, online partnerships, interactive advertising, email marketing and social media marketing The characteristics of interactive marketing communications 1. From push to pull 2. From monologue to dialogue 3. From one‑to‑many to one‑to‑some and one‑to‑one 4. From one‑to‑many to many‑to‑many communications 5. From ‘lean-back’to ‘lean-forward’ 6. The medium changes the nature of standard marketing communications tools such as advertising 7. Increase in communications intermediaries 8. Integration remains important Assessing marketing communications effectiveness Online marketing communications 1. Search engine marketing (SEM) 2. Online PR Focus on: Social media and social CRM strategy 3. Online partnerships 4. Interactive advertising 5. Email marketing Social media marketing Customer retention management Personalisation and mass customisation Creating personalisation Extranets Opt‑in email Techniques for managing customer activity and value Lifetime-value modelling Focus on: Excelling in e‑commerce service quality Improving online service quality Tangibles Reliability Responsiveness Assurance Empathy Customer extension Advanced online segmentation and targeting techniques Sense, Respond, Adjust – delivering relevant e‑communications through monitoring customer behaviour Recency, Frequency, Monetary value (RFM) analysis Technology solutions for CRM Types of CRM applications Integration with back-office systems The choice of single-vendor solutions or a more fragmented choice Data quality Case Study 9.1: Tesco.com increases product range and uses triggered communications to support CRM Summary Exercises References Further reading Web links Part 3: Implementation 10. Change management Learning outcomes Management issues Links to other chapters Introduction The challenges of digital business transformation The challenges of sell-sidee‑commerce implementation Different types of change in business Business process management Discontinuous process change Case Study 10.1: Process management: making complex business simpler Planning change The imperative for project governance? The project plan and schedule for a digital business system Prototyping Agile software development Human resource requirements Staff retention Outsourcing Revising organisational structures Approaches to managing change Senior management involvement Models for achieving change Organisational culture Focus on: Knowledge management What is knowledge? Objectives of knowledge management Implementing knowledge management Technologies for implementing knowledge management Using collaborative approaches for knowledge management Case Study 10.2: Using collaborative tools to support knowledge management at Janssen-Cilag Australia Towards the social business Risk management Summary Exercises References Web links 11. Analysis and design Learning outcomes Management issues Links to other chapters Introduction Analysis for digital technology projects Process modelling Process mapping Task analysis and task decomposition Process dependencies Workflow management Flow process charts Effort duration analysis Network diagrams Event-drivenprocess chain (EPC) model Validating a new process model Data modelling 1. Identify entities 2. Identify attributes for entities 3. Identify relationships between entities Big Data and data warehouses Design for digital technology projects Architectural design of digital business systems Focus on: User-centredsite design and customer experience management Usability Evaluating designs Use-case analysis Persona and scenario analysis Stages in use-caseanalysis Designing the information architecture Card sorting Blueprints Wireframes Customer orientation Elements of site design Site design and structure Page design Content design Mobile design Mobile site design option A. Simple mobile site Mobile site design option B. Screen-scrape Mobile site design option C. Responsive design Mobile site design option D. HTML5 Mobile site design option E. Adaptive design Web accessibility Case Study 11.1: Providing an effective online experience for local markets Focus on: Security design for digital business Managing computer viruses Types of virus Protecting computer systems against viruses Controlling information service usage Monitoring of electronic communications Employee monitoring legislation Email management 1. Minimising spam (unsolicited email) 2. Minimising internal business email 3. Minimising external business email 4. Minimising personal email (friends and family) Hacking Protecting computer systems against hackers Secure e‑commerce transactions Principles of secure systems Approaches to developing secure systems Digital certificates Digital signatures The public-key infrastructure (PKI) and certificate authorities (CAs) Virtual private networks Current approaches to e‑commerce security Secure Sockets Layer Protocol (SSL) Certificate authorities (CAs) Reassuring the customer Summary Exercises References Web links 12. Digital business service implementation and optimisation Learning outcomes Management issues Links to other chapters Introduction Optimisation of digital business services Alternatives for acquiring digital business systems Managing web content Web application frameworks and application servers Content management systems Selecting e‑commerce servers Testing The testing process Testing environments Changeover Database creation and data migration Deployment planning Content management and maintenance Managing a content marketing strategy Frequency and scope of content and site updating Maintenance process and responsibilities Process for routine content changes Frequency of content updates Process for major changes Initiatives to keep content fresh Managing content for a global site Focus on: Web analytics: measuring and improving performance of digital business services Principles of performance management and improvement Stage 1: Creating a performance management system Stage 2: Defining the performance metrics framework 1. Channel promotion 2. Channel buyer behaviour 3. Channel satisfaction 4. Channel outcomes Do'stlaringiz bilan baham:
