Marketing Strategy in the Digital Age: Exploiting e-commerce in your business (Financial Times Series) - Tapa blanda

With the dotcom bubble well and truly burst, it is clear that to conduct successful business online you need an effective e-business strategy. This report shows you how to develop, design, implement and measure your e-commerce strategy. It guides you through the entire cycle from the identification of options, through prioritisation and implementation to measurement and review. Each stage contains tools and frameworks you can use to develop your own strategy or to clarify an existing strategy. By introducing the concept of value gap analysis to each stage of the sale the authors show how to identify areas where e-commerce solutions can make a real impact in both B2B and B2C transactions. The report is based on extensive research and features best practice case studies from leading companies so that you can benefit from their experience. Contents include: *Overview of strategy development process *Context and positioning *Market value analysis *Market vision *Prioritisation and selection *Measurement of electronic commerce *Case studies

Dr Elizabeth Daniel BSc, PhD, MBA is a Senior Research Fellow in the Information Systems Research Centre at Cranfield School of Management.Elizabeth has a first degree and PhD in Physics and an MBA from London Business School. She has spent over ten years in industry, starting her career as a Medical Engineer at GEC and more recently working in a leading strategy management consultancy, the LEK Partnership, where she undertook assignments across a number of industry sectors. Elizabeth undertakes teaching and research in the fields of e-business and new technologies in marketing. She has published a number of papers and management reports in these fields, including Electronic Banking in Europe (The Stationery Office, 1998) and Profiting from eCRM (Financial Times Prentice Hall, 2001, with Hugh Wilson). Dr Hugh Wilson MA (Oxon), DipCompSci (Cantab), PhD is a Visiting Fellow and Director of the Centre for e-Marketing at Cranfield School of Management. After a mathematics degree at Oxford University and a postgraduate computer science degree at Cambridge University, he spent 13 years in the computing industry, before gaining a prize-winning PhD from Cranfield University on decision support systems for marketing planning. He has published amongst others, in the British Journal of Management, Journal of Marketing Management and Journal of Marketing Strategy. Books and management reports include e-Marketing (Financial Times Prentice Hall, 1999, with Malcolm McDonald). Professor Malcolm McDonald MA (Oxon), MSc, PhD, FCIM, FRSA is Professor of Marketing Strategy and Deputy Director of Cranfield School of Management with special responsibility for e-Business. He is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He has extensive industrial experience, including a number of years as marketing director of Canada Dry. He is chairman of six companies and spends much of his time working with the operating boards of the world's biggest multinational companies. He has written 30 books, including the best seller Marketing Plans: how to prepare them; how to use them and many of his papers have been published. His current interests centre around the use of information technology in advanced marketing processes. Professor John Ward MA, FCMA is Professor of Strategic Information Systems and Director of the Information Systems Research Centre at Cranfield School of Management. John's main areas of interest are the strategic uses of IS/IT, the integration of IS/IT strategies with business strategies, the development of organizational IS capabilities and the management of IS/IT investments. He has published papers on these and related topics in leading journals and is author/co-author of the books Strategic Planning for Information Systems, The Principles of IS Management and The Essence of Information Systems. Prior to joining Cranfield in 1984 he worked in industry for 15 years, the last three as Systems Development Manager at Kodak Limited. He acts as a consultant to a number of major international organizations. He has a degree in Natural Sciences from Cambridge, is a Fellow of the Chartered Institute of Management Accountants and is President of the UK Academy for Information Systems.