Kreutzer / Land Digital Darwinism

Branding and Business Models in Jeopardy
2015
ISBN: 978-3-642-54401-9
Verlag: Springer
Format: PDF
Kopierschutz: Wasserzeichen (»Systemvoraussetzungen)

E-Book, Englisch, 266 Seiten, eBook

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.

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.

Zielgruppe

Popular/general

Autoren/Hrsg.

Kreutzer, Ralf T.

Land, Karl-Heinz

Inhaltsverzeichnis

1;Foreword;8
2;Contents;12
3;The Authors;14
4;1: Why the Digital Revolution Is Challenging You and Why You Have to Act Now;16
5;2: Digital Darwinism and the Social Revolution: What Basic Needs of Man Represent the Fuel of the Revolution on the Part of th...;55
5.1;Article by Guest Author Dirk Ziems;82
6;3: Big Data and Technology: Drivers of the Information Revolution on the Part of the Companies and Accelerators of the Era of ...;90
7;4: How the Social Revolution Is to Be Managed;111
8;5: How Marketing Becomes the ROI Driver Within the Company;141
9;6: Confidence: The Latest Currency in Marketing and Management;158
9.1;Mom and Pop Store 3.0;162
10;7: Social CRM: The New Rules of the Game in Leading Customers;173
10.1;Article by Guest Author Wolfgang Merkle;195
11;8: Why Marketing Is Becoming a Service;203
11.1;Article by Guest Author Michael Buck;215
12;9: The Necessity of Change Management: Why Our Traditional Communication and Organizational Structures Are Becoming Obsolete;219
12.1;Article by Guest Author Erich Joachimsthaler;228
12.2;Article by Guest Author Clark N. Banach;252
13;Appendix;259
14;References;260
14.1;Further Reading;266

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.

Über Autor(innen)

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.