Digital Business

Digital Business : Concepts and Strategies: International Edition

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For courses in Marketing on the Internet/Electronic Marketing.

As businesses adapt to the realities of the digital world, this text is designed to provide students with the conceptual and practical knowledge they need to understand the implications of the Internet for business. It guides readers through the concepts, trends, and characteristics of doing business online, to provide them with the ability to develop and implement effective strategies for digital business.
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Product details

  • Paperback | 464 pages
  • 190.5 x 231.14 x 20.32mm | 635.03g
  • Pearson
  • United States
  • English
  • 2nd edition
  • 0131293400
  • 9780131293403

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.
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