企业电子化运营和电子商务管理

by Dave Chaffey, 戴夫·查菲

E-Business and E-Commerce Management, 4th edition

What approach to e-business strategy should you follow? How much do you need to invest in e-business? Which processes should be your priorities?

Written in an engaging and informative style, E-Business and E-Commerce Management explores these questions, equipping you with the knowledge and skills to navigate today’s fast-paced world of continuous technological development.

In this latest edition of his bestselling text, leading authority Dave Chaffey brings together the latest academic thinking and professional practice. Covering all aspects of e-business including strategy, digital marketing and supply chain management, E-Business and E-Commerce Management gives you the benefit of:

A structured approach to planning, implementing, assessing and improving e-business strategy for all types of organization. The latest on managing e-business security and cutting edge e-marketing techniques such as social media and search engine optimization. Case studies of technology leaders such as Dell, Facebook and Google, as well as start-ups and small businesses. Real-life interviews with professionals who describe their e-business strategies.

Whether you’re an undergraduate or postgraduate student studying e-business and e-commerce, or a business manager, E-Business and E-Commerce Management is the essential text to help you keep pace with technology, strategy and implementation.

‘This book keeps getting better and better with every version. It is fast becoming the de facto standard for e-business and e-commerce – for both faculty and students.’
Ben Clegg, Aston Business School

‘This text provides a strong strategic framework to help students understand this fast-moving subject, as well as a useful guide to practical analysis.’
Mette Præst Knudsen, University of Southern Denmark

Dave Chaffey (www.davechaffey.com) is an e-business consultant and visiting lecturer on e-business courses at Warwick University and Cranfield School of Management.

Genres: Business

597 pages, Paperback

First published January 1, 2001

About the author

Dr. Dave Chaffey (born 1963) is a prominent British author, digital marketing strategist, and entrepreneur. He is best known as the co-founder of the digital marketing advice platform Smart Insights and the author of several definitive textbooks on internet strategy, including E-Business and E-Commerce Management (now titled Digital Business and E-Commerce Management).

🎓 Early Career and Academic Foundations

Before becoming a central figure in digital marketing education, Chaffey developed his expertise through consulting and academic instruction.

Lecturing: Served as a visiting lecturer on e-business and digital marketing courses at prestigious institutions, including Warwick University, Cranfield School of Management, and the universities of Leeds and Birmingham.
Industry Training: Delivered his first online strategy training course for the Chartered Institute of Marketing (CIM) in 1997 and created his first website in 1998.


📚 Author and Seminal Textbooks

Chaffey has authored five best-selling business and academic books that bridge the gap between academic theory and practical business strategy:

Digital Business and E-Commerce Management: First launched in 2002, this book has become an essential manual for postgraduate digital transformation and MBA students. It focuses on structured approaches to planning, implementing, and assessing e-business operations.
Digital Marketing: Strategy, Implementation and Practice: First published in 2000 as Internet Marketing, this widely translated textbook reached its 9th edition in 2025.
Other Notable Titles: Co-authored Digital Marketing Excellence (with PR Smith) and Total E-mail Marketing.


💻 Entrepreneurship and Smart Insights

In 2010, Chaffey co-founded Smart Insights, an online publisher and learning platform. The site provides templates, actionable advice, and diagnostic toolkits to help businesses audit and improve their digital marketing return on investment (ROI). He served as the platform’s Content Director, guiding its growth to support hundreds of thousands of members globally.

🏆 Recognition and Legacy

Chaffey's contributions have heavily influenced the evolution of internet commerce in Europe:

CIM Guru Status: The Chartered Institute of Marketing recognized him as one of the 50 marketing gurus worldwide who have shaped the future of marketing.
DTI Input: The UK Department of Trade and Industry highlighted him as one of the leading individuals to have shaped the growth of e-commerce and the internet in the UK.

Reviews

[Arevik Badalyan · Rating 4 out of 5]

Very helpful. If you want to get a clear understanding about Digital Marketing, this is the right place to start.

[Chris Soames · Rating 4 out of 5]

One of the first books I read before entering the world of online marketing. Really helped me get a great grounding in the subject. Dave Chaffey has covered a lot in this area, I have even had the privilege of working with him. He now blogs on Digital Marketing regularly at Smart Insights.com. Well worth checking out to help stay on top of this every changing industry.
I would recommend to anyone interested in the area of online marketing

[Sundus · Rating 5 out of 5]

I'm having big problems writing my essay. I don't know exactly how to write it, and in general the writing plan, I have had such problems since childhood, although I tried to learn it. The teachers did not help me, they all say that you need to begin to understand yourself somehow. Luckily, I stumbled upon an care essay examples and decided to test it out. In the end, it helped me a lot, now I am writing an essay at a good level.

[Sheikh Hasan · Rating 5 out of 5]

Very helpful Book discussed everything bout E-commerce business, Digital marketing. there is showing complete guidelines, how to increase selling, generate more customers.

[John Matei]

I want this book am sure it will help me in my study

[Roberto Hortal · Rating 4 out of 5]

Fantastic textbook on eCommerce management. Particularly the 2 pages which quite me.

[Gayan]

nothindg

[BUDOOR · Rating 2 out of 5]

It's complicated, period.