Publisher's Synopsis
eCommerce for CEOs - An Introduction
Not understanding what eCommerce is all about is no longer an option for CEOs, the C-Suite, and senior leaders. eCommerce is now pervasive as a way of doing business, as a business model, and as a channel of doing business and it is of the utmost importance that all business leaders at all levels learn how to leverage eCommerce in their business.eCommerce for CEOs empowers leaders to make better informed business decisions with eCommerce as a cornerstone of their corporate strategy.
What are the key differences between e-commerce and other shopping channels? In his book, eCommerce for CEOs, Dean McElwee lays out the many ways e-commerce has and will continue to impact businesses. In an excerpt on how to approach marketing in the digital age, he points out that the most important differentiator is how consumers engage with e-commerce sites not just for purchase, but for information and evaluation, too. Digital aisles are not constrained by time, size or place, writes McElwee, and the equivalent of multiple shops can be browsed through from one's sofa in the course of just 15 minutes, creating a "seismic shift in buying behaviour". Praise for eCommerce for CEOs "Dean McElwee's 'eCommerce for CEO's is a compelling blueprint for digital success. His insights, drawn from a distinguished career at the forefront of the industry at renowned companies like Coca-Cola, Mastercard, Nestle, Kellogg's and Stanley Black & Decker Inc., equip leaders to harness the full potential of eCommerce. A must-read for the digitally minded executive. - Niall O'Gorman, Co-founder ChannelSight, Founder at TamCalc - Get Funding Ready" "Many executives want to understand eCommerce better, but don't know where to start. eCommerce for CEOs explains the key principles concisely and approachably. Dean is not yet another self-appointed guru, but a brand-side eCommerce leader with many years in the trenches. This is your chance to lean in." - Kiri Masters, Author & Head of Retail Strategy at Acadia "eCommerce for CEOs is an invaluable resource for digital leaders looking to navigate the ever-evolving digital industry successfully. It offers a wealth of strategic insights, actionable advice, and a solid foundation to understand and leverage eCommerce to drive growth. Dean is an expert in the space and has actually created and executed successful strategies which makes the content even more impactful." - Lauren Livak, Director Digital Shelf Institute
