Digital Darwinism - Branding and Business Models in Jeopardy

Digital Darwinism is a key challenge for all companies and brands. Not all companies and managers are aware of the challenges lying ahead. This book helps to identify the need for change and adaption based on a framework of findings and additional tools to position you and your company in the digital rat race.

Table des matières

Why the Digital Revolution Is Challenging You and Why You Have to Act Now.- Digital Darwinism and the Social Revolution - Which Basic Needs of Man Represent the Fuel of the Revolution on the Part of the Customer.- Big Data and Technology - Drivers of the Information Revolution on the Part of the Company and Accelerators of the Era of Cooperation.- How the Social Revolution Is to Be Managed.- How Marketing Becomes the ROI Driver Within a Company.- Confidence - The New Currency in Marketing and Management.- Social CRM - The New Rules of the Game in Leading Customers.- Why Marketing Is Becoming a Service.- The Necessity of Change Management - Or Why Our Traditional Communication and Organizational Structures Are Becoming Obsolete.

A propos de l'auteur

Professor Ralf T. Kreutzer is Professor of Marketing, Berlin School of Economics and Law and Marketing and Management Consultant. He worked as senior manager and managing director as Bertelsmann, Volkswagen and Deutsche Post.
Karl-Heinz Land, Digital Darwinist and Evangelist, founder of Neuland Consult; is a renowned figure in the fields of Technology and Social Media Marketing with a 25-year international history as an entrepreneur and manager in IT-industry.

Résumé

Digital Darwinism is a key challenge for all companies and brands. Not all companies and managers are aware of the challenges lying ahead. This book helps to identify the need for change and adaption based on a framework of findings and additional tools to position you and your company in the digital rat race.

Détails du produit

• Auteurs: Ralf Kreutzer, Ralf T Kreutzer, Ralf T. Kreutzer, Karl-Heinz Land
• Edition: Springer, Berlin
• Titre original: Digitaler Darwinismus. Der stille Angriff auf Ihr Geschäftsmodell und Ihre Marke
• Langues: Anglais
• Format d'édition: Livre de poche
• Sortie: 14.11.2014
• EAN: 9783642544002
• ISBN: 978-3-642-54400-2
• Pages: 257
• Dimensions: 158 mm x 8 mm x 232 mm
• Poids: 424 g
• Illustrations: XIV, 257 p. 120 illus., 105 illus. in color.
• Thèmes: Copernicus; Copernicus
• Catégories: Sciences sociales, droit, économie > Economie > Publicité, marketing; Marketing, Management, B, Leadership, Market research, popular science, Business and Management, Business Strategy/Leadership, Life Sciences, Humanities and Social Sciences, business strategy, Interdisciplinary studies, Life sciences: general issues, Management science, Engineering: general, Popular works, Mathematics and Computing, Physical Sciences, Popular Science, general, Mathematics and science