Building digital culture : a practical guide to successful digital transformation / Daniel Rowles and Thomas Brown

By:

Rowles, Daniel [VerfasserIn]

Contributor(s):

Brown, Thomas, 1982- [VerfasserIn]

Resource type: Ressourcentyp: Buch (Online)Book (Online)Language: English Publisher: London ; New York : Kogan Page, 2017Description: 1 Online-RessourceISBN:

9780749479664

Subject(s):

Additional physical formats: 0749479663. | 9780749479657. | Erscheint auch als: Building digital culture. Druck-Ausgabe London : Kogan Page, 2017. xiii, 240 SeitenDDC classification:

658.4/038

RVK: RVK: QP 345LOC classification:

HD30.2

Online resources:

Zugang im Netz des KIT

Summary: 13 Skills and talentResistance to change; Learning techniques; T-shaped people; The digital skills gap; Digital marketing training and jobs; Global digital marketing skills shortage; The dogma of recruitment; Training and learning techniques; Classroom-based digital marketing training; Digital marketing qualifications; Conclusions; 14 Strategic positioning; Bridging the gap; Strategic positioning in practice; Business-to-business service; Consumer Packaged Goods; Complex consumer product; Charity funding; Beyond communications; Content marketing and the user journey; Traditional sales funnelSummary: Business to business and technology innovationNew channels; New tools; New business models; Beyond Uber; Free is always cheaper; 04 Why organizations really fail at digital; Changing external landscape; Changing internal landscape; Broad skillsets; Conclusions; Part two Plotting your digital journey; 05 What a digital transformation looks like; What does a digital transformation involve?; Lessons learned; 06 Your digital culture audit; Your digital audit scores; 07 Understanding your stakeholders; Mapping your stakeholders; 08 Your strategic approach; Choosing a path; No silver bulletSummary: See, Think, Do, CareContent mapping; Authenticity; 15 Translation and communication; Speaking the right language; Identify the blockers; Lather, rinse, repeat; The network effect; It's a two-way street; The medium, not just the message; 16 Technology; Why technology matters; Getting the fundamentals in place; Single customer view; The painful truth about integration; Next step: Marketing automation; Why technology is a challenge; Creating an effective digital culture for technology; Conclusions; 17 Process and governance; Where we need processes; Avoiding 'bottom of the drawer' syndromePPN: PPN: 879101474Package identifier: Produktsigel: BSZ-4-NLEBK-FROGFH | GBV-4-BusiCore | ZDB-4-EBA | ZDB-4-EBU | ZDB-4-NLEBK

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