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This textbook covers all the essentials for understanding and doing business in a digital world to help equip students for graduate success in a fast-changing, digitalised and technology-led business environment.
List 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
About the author
Annmarie Hanlon teaches Digital and Social Media Marketing at the Cranfield School of Management and is a practitioner working on digital marketing strategy and social media projects with regional, national and international organisations.
Originally a graduate in French and Linguistics, she subsequently gained a Masters in Business Administration, focusing on marketing planning. She studied for the Chartered Institute of Marketing Diploma for which she won the Worshipful Company of Marketors’ award for the best worldwide results. As an early adopter, working in ‘online marketing’ since 1990, Dr Hanlon is a Fellow of the Chartered Institute of Marketing, a Member of the Marketing Institute Ireland and a Liveryman of the Worshipful Company of Marketors. A past winner of the Mais Scholarship, her research interests include the strategic use of digital marketing and social media in organisations, differences in practice between generations and ethical issues in practice.
Annmarie’s SAGE textbooks include Digital Marketing, Strategic Planning and Integration and The Digital Marketing Planner.
Follow her updates on Twitter @AnnmarieHanlon
Summary
This textbook covers all the essentials for understanding and doing business in a digital world to help equip students for graduate success in a fast-changing, digitalised and technology-led business environment.
