Digital marketing

Managing in the Digital Age

In less than twenty years, adoption of the Internet has re-shaped commerce and created opportunities in its wake for entrepreneurs to emerge with innovative ideas and business models. Yet, history shows there is more to succeeding online than having a great idea. Passion, vision and leadership are online part of the story. Successful web entrepreneurs have leveraged advantage by making effective use of resources and capabilities and by developing strategies which garner competitive advantage from appropriate and timely use of Internet technologies.

Further reading

Ellis-Chadwick, Fiona and Doherty, Neil (2012) Web advertising: the role of email marketing. Journal of Business Research (In press).

Doherty, Neil F. and Ellis-Chadwick, Fiona (2010) Internet retailing: the past, the present and the future. International Journal of Retail & Distribution Management, 38(11/12), pp. 943–965.

Doherty, Neil F. and Ellis-Chadwick, Fiona (2009) Exploring the drivers, scope and perceived success of e-commerce strategies in the UK retail sector. European Journal of Marketing, 43(9/10), pp. 1246–1262.

Gunawan, G. ; Ellis-Chadwick, F. and King, M. (2008) An empirical study of the uptake of performance measurement by internet retailers. Internet Research, 18(4), pp. 361–381.

Ellis-Chadwick, Fiona; Doherty, Neil F. and Anastasakis, Leonidas (2007). E-strategy in the UK retail grocery sector: a resource-based analysis. Managing Service Quality, 17(6), 702 -722.

Doherty, Neil F and Ellis-Chadwick, Fiona (2006) New perspectives in internet retailing: a review and strategic critique of the field. International Journal of Retail and Distribution Management, 34(4/5), pp. 411–428.

Links

Nick Wheeler, chairman of Charles Tyrwhitt discusses online retail

Suleman Sacranie, founder of 99pShopper.com, discusses setting up his website 

 Breakfast Briefing presentation 25th April 2012

 How to Manage in Digital Markets presentation

Video transcript