Read more
Informationen zum Autor Professor Chris Bones is an established thought leader in People, Organisation Strategy and Change and a widely acclaimed, award winning author. He has over thirty years experience in senior leadership positions working with such companies as Diageo, Cadbury, Schweppes and Shell. Appointed the first non-academic Principal of Henley Business School in 2004 he is now Dean Emeritus at Henley, Professor of Creativity and Leadership at Manchester Business School and Visiting Professor at the University of Aberdeen. James Hammersley founded Good Growth with Chris Bones, an innovative digital change consultancy, whose clients include Bupa, The Open University, Barclays Connector and O2 among others. Having worked on introducing digital performance to large organisations including Apple he has witnessed first hand the potential of digital to transform how we list to and respond to customers. Klappentext For a business to thrive competitively in today's marketplace! it needs to have an effective e-commerce channel. Getting it right opens up new markets and opportunities; getting it wrong leads to declining revenues and profitability. To ensure effectiveness! business leaders and decision-makers must understand how e-commerce channels work to make the best strategic choices for their business. Drawing on experience in consulting to large complex organisations and ground-breaking primary research with senior executives from leading corporations! Leading Digital Strategy creates a convincing case for action and offers practical strategies! methodologies and models to improve the effectiveness of a company's online offering. It explores how to align organizational structure with wider goals and implement a customer-centric culture. With coverage of the key digital trends! tools and technologies affecting business today! it provides a practical framework for multi-channel success. This book challenges leaders to become as fluent and creative in digital as they are in finance! sales and marketing! and equips them to choose the right strategy and the right people to make it happen. With strategies for improved operational performance and enhanced engagement from senior management! Leading Digital Strategy gives readers the power to drive forward effective digital initiatives and realize rewarding opportunities for change. Shows how to successfully build a multichannel mindset through interviews with e-commerce pioneers from O2, Barclays, Sky and Fitness First, and a case study of the Open University Zusammenfassung Get the models and tools you need to support a customer-centric strategy and drive digital initiatives. Inhaltsverzeichnis Acknowledgements Introduction 01 21st-century markets Executive summary Schumpeter's gale The retail sector The sharing economy Over-the-top propositions Modern markets offer near-perfect competition Why most organizations are not fit for purpose The impact on sales and marketing effectiveness A brave new world that needs embracing The leadership agenda Notes 02 Identifying the e-commerce opportunity Executive summary Why your new website is unlikely to fix the problem The e-commerce credibility challenge The organization as a root cause Have consultants got better answers? The dangers of data The leadership agenda Notes 03 Putting customers first Executive summary Customer insight Test and learn Deep data not just big data Hypothesis creation Customer to Action® Who owns the digital channel? The sales funnel The leadership agenda Notes 04 The new marketing model Executive summary The impact of technology on shopping A convergent world The marketing challenge How digital changed spend Why Google is the online high street Traffic The online brand Content is king Keywords E-mail mar...
