Digital Business & E-commerce Management: Strategy Implementation & Practice

by Dave Chaffey

This text offers a comprehensive introduction to the theory and practice of e-business and e-commerce management. The author, Dave Chaffey, brings his trademarks of authority, clarity of expression and teaching expertise to bear on a subject in which he actively lectures and consults. Popular for its cutting-edge and contemporary coverage, this text offers an international approach and a good balance between the technical and managerial topics of central importance to developing an understanding of this subject. Developed for students studying e-business or e-commerce at undergraduate or postgraduate level, and also used by many business managers, this is the essential text to keep pace with technology, strategy and implementation.

Genres: Business

712 pages, Pocket Book

First published August 15, 2014

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.