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Book Cover
Author Bones, Chris, 1958-

Title Leading digital strategy : driving business growth through effective e-commerce / Christopher Bones, James Hammersley
Published London ; Philadelphia : Kogan Page, [2015]
Online access available from:
EBSCO eBook Academic Collection    View Resource Record  


Description 1 online resource
Contents 21st-century markets -- Identifying the e-commerce opportunity -- Putting customers first -- The new marketing model -- The business of e-commerce -- The growth organization -- Leadership in change -- Digital leadership in practice -- The e-commerce leadership model
Summary For a business to thrive competitively in today's marketplace, it needs to have an effective e-commerce channel. Getting it right opens up new markets and opportunities; getting it wrong leads to declining revenues and profitability. To ensure effectiveness, business leaders and decision-makers must understand how e-commerce channels work to make the best strategic choices for their business. Drawing on experience in consulting to large complex organisations and ground-breaking primary research with senior executives from leading corporations, Leading Digital Strategy creates a convincing case for action and offers practical strategies, methodologies and models to improve the effectiveness of a company's online offering. It explores how to align organizational structure with wider goals and implement a customer-centric culture. With coverage of the key digital trends, tools and technologies affecting business today, it provides a practical framework for multi-channel success. This book challenges leaders to become as fluent and creative in digital as they are in finance, sales and marketing, and equips them to choose the right strategy and the right people to make it happen. With strategies for improved operational performance and enhanced engagement from senior management, Leading Digital Strategy gives readers the power to drive forward effective digital initiatives and realize rewarding opportunities for change
Bibliography Includes bibliographical references and index
Notes Print version record
Subject Electronic commerce
Internet marketing
Strategic planning
BUSINESS & ECONOMICS -- Industrial Management.
BUSINESS & ECONOMICS -- Management Science.
BUSINESS & ECONOMICS -- Organizational Behavior.
Business Strategy.
Electronic Commerce
Electronic Shopping
Electronic commerce.
Internet marketing.
Strategic planning.
Form Electronic book
Author Hammersley, James
ISBN 074947310X (electronic bk.)
9780749473105 (electronic bk.)