Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing PDF Download
Are you looking for read ebook online? Search for your book and save it on your Kindle device, PC, phones or tablets. Download Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing PDF full book. Access full book title Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing by Milton Kotler. Download full books in PDF and EPUB format.
Author: Milton Kotler
Publisher: World Scientific
ISBN: 9811216991
Category : Business & Economics
Languages : en
Pages : 404
Get Book
Book Description
The market changes faster than marketing. In essence, marketing strategy has undergone only two eras, the entity era and the bit era, also known as the industrial age and the digital age. In the age of digital society, all CEOs, CMOs and senior marketing executives must consider how to change their strategies, improve the role of marketing and adopt emerging technological and data tools to integrate with the Internet. The goal of digital marketing strategy is not to disrupt existing marketing strategies, but to complement, integrate and develop the two at the same time.In this book, the authors provide detailed discussion and practical analysis on the relationship between marketing and digital technologies and propose a marketing implementation framework for digital strategy platforms. Standing for Recognize, Reach, Relationship and Return, the 4R system is a powerful strategic trading tool for digital implementation, especially for CEOs and CMOs. All other tools, such as data platforms, content marketing, DSP digital advertising and digital marketing ROI design essentially serve the 4R system. As such, the authors advocate for firms to restructure their digital marketing strategy around the 4R system.
Author: Milton Kotler
Publisher: World Scientific
ISBN: 9811216991
Category : Business & Economics
Languages : en
Pages : 404
Get Book
Book Description
The market changes faster than marketing. In essence, marketing strategy has undergone only two eras, the entity era and the bit era, also known as the industrial age and the digital age. In the age of digital society, all CEOs, CMOs and senior marketing executives must consider how to change their strategies, improve the role of marketing and adopt emerging technological and data tools to integrate with the Internet. The goal of digital marketing strategy is not to disrupt existing marketing strategies, but to complement, integrate and develop the two at the same time.In this book, the authors provide detailed discussion and practical analysis on the relationship between marketing and digital technologies and propose a marketing implementation framework for digital strategy platforms. Standing for Recognize, Reach, Relationship and Return, the 4R system is a powerful strategic trading tool for digital implementation, especially for CEOs and CMOs. All other tools, such as data platforms, content marketing, DSP digital advertising and digital marketing ROI design essentially serve the 4R system. As such, the authors advocate for firms to restructure their digital marketing strategy around the 4R system.
Author: Mark Anthony Camilleri
Publisher: Emerald Group Publishing
ISBN: 1800712669
Category : Business & Economics
Languages : en
Pages : 206
Get Book
Book Description
Strategic Corporate Communication in the Digital Age explores how contemporary communication approaches are crossing boundaries as innovative media formats and digital transformations offer new challenges and opportunities to academia and practitioners.
Author: Jill Dyche
Publisher: McGraw Hill Professional
ISBN: 0071846999
Category : Business & Economics
Languages : en
Pages : 256
Get Book
Book Description
Introducing a Powerful New Business Model for Today’s IT Blogger, speaker, software executive, and bestselling author Jill Dyché has been thinking about leadership a lot lately. Having consulted with business and IT executives with Fortune 500 companies for most of her career, she has heard a common refrain: “What should we do about shadow IT?” She’s decided to address the answer head-on. With the onslaught of cloud solutions, consumerization of technology, and increasingly tech-savvy business people, it’s time for a manifesto for leaders who recognize—and are nervous about—the demands of the digital age. Whether you’re an executive, department head, or IT manager, The New IT provides an action-ready blueprint for building and strengthening the role of IT in your company—and prescribing IT’s future. Learn how to: ASSESS your current and future IT profile ALIGN your IT organization with business priorities MAP technology delivery plans according to business priiorities ORGANIZE IT according to your company’s culture and strengths REDEFINE innovation and talent management practices BUILD a stronger and enduring role for IT as a business partner By using field-tested techniques to align your IT department with your corporate objectives, you can leverage the power of technology across the entire company. The New IT provides a set of tactical and experienced-based frameworks to help you and your colleagues conceive a new roadmap. It also includes real-world case studies and best practices from successful, technology-enabled companies such as Toyota, Merck, Brooks Brothers, Union Bank, and many others. You’ll hear from major industry pioneers, IT thought leaders, and other change agents who are leading the way in this new frontier. And you’ll learn how to bring your business and IT together in a way that is truly transformative. The new IT is more than computing power. It balances strategy and delivery. It’s interactive and inclusive. It’s as omnipresent as the smart phone and just as revolutionary. It equips you with the tools you need to succeed in reframing the IT conversation and propelling your business forward. Praise for The New IT “Jill has penned a de Toquevillean map of the digital world. Should be a required text for every business leader in the country.” Thornton May, futurist and author of The New Know “Enterprise IT has reached an inflection point in how services are delivered and consumed, requiring our profession to undertake a transformation of our own. Jill Dyché describes well the challenges we face, how to assess them, and how to take action to complete the journey toward modern enterprise IT.” Kimberly Stevenson, Vice President and Chief Information Officer, Intel “Conversational, intuitive, and intelligent, this book goes right to the heart of governance (control), innovation (change), identity (authority), relevance (alignment), and influence (strategy). It’s a timely book that should be read by executives across organizations.” Peter Marx, Chief Innovation and Technology Officer, City of Los Angeles “A highly readable, entertaining book that will help CIOs and their executive partners address the ongoing challenge of converting IT from a strategic liability to a strategic asset.” Peter Weill and Jeanne Ross, MIT Center for Information Research and authors of IT Governance “Everywhere I go I hear complaints about the old IT. Jill Dyché's book provides a comprehensive roadmap to changing IT to suit our analytical, consumer-driven, bring-your-own-device times!” Thomas H. Davenport, Distinguished Professor, Babson College, and author of Competing on Analytics and Big Data @ Work
Author: David Wiraeus
Publisher: Springer
ISBN: 3319763091
Category : Business & Economics
Languages : en
Pages : 276
Get Book
Book Description
In a world of rapid and unpredictable change, the problem with strategic planning is that if you follow your plan through to the end, you will get exactly what you used to want. What you need is a framework for planning and implementing a strategy that is agile enough to adapt to a dynamic environment but focused enough to deliver. That framework is the Dynamic Balanced Scorecard. The original Balanced Scorecard system has proven the most popular, successful and enduring framework for strategy execution over the last 25 years. Comprising a Strategy Map and a scorecard of KPIs, targets and initiatives, the framework helped organizations distil a strategy into actionable components and measure progress towards a strategic vision, while also implementing and monitoring the actions that drove change. However, for all its success, the Balanced Scorecard system now needs to evolve for the digital age. Until now, building the system, rolling it out enterprise-wide and adapting it to external changes has been a lengthy process. While the fundamental principles of the system are still sound and relevant, it needs to become nimbler and more responsive. The book provides a step-by-step guide to agile strategy management: from formulation to implementation to learning and adapting. For each of the steps, the book explains how Dynamic Balanced Scorecards, fit for the digital age, are built and deployed.
Author: Marc J. Rosenberg
Publisher: McGraw Hill Professional
ISBN: 007137809X
Category : Architecture
Languages : en
Pages : 369
Get Book
Book Description
Internet and intranet technologies offer tremendous opportunities to bring learning into the mainstream of business. E-Learning outlines how to develop an organization-wide learning strategy based on cutting-edge technologies and explains the dramatic strategic, organizational, and technology issues involved. Written for professionals responsible for leading the revolution in workplace learning, E-Learning takes a broad, strategic perspective on corporate learning. This wake-up call for executives everywhere discusses: • Requirements for building a viable e-learning strategy • How online learning will change the nature of training organizations • Knowledge management and other new forms of e-learning Marc J. Rosenberg, Ph.D. (Hillsborough, NJ) is an independent consultant specializing in knowledge management, e-learning strategy and the reinvention of training. Prior to this, he was a senior direction and kowledge management field leader for consulting firm DiamondCluster International.
Author: Cissoko Mamady
Publisher:
ISBN: 9781543962956
Category : Business & Economics
Languages : en
Pages : 270
Get Book
Book Description
In this comprehensive playbook, Strategy in the Digital Age: How to Disrupt or Respond to Disruptors, boards, CEOs, business leaders, executives, MBAs, consultants, incumbents, and startups will master the game-changing strategies for winning through rare insights, practical strategy and disruption frameworks -- such as "The Disruption Barometer for Strategic Responses" and "The Strategy Equation."· Incumbents will discover the powerful tools for beating disruptors and challengers at their own game while building the agile, digital, and analytics capabilities to deliver the sought-after customer experiences to become future-ready.· Startups and challengers will learn how to upend an industry leader in our networked world through our systematic framework "The 5-Step Model to Disrupting a Digital Platform Leader."· Companies will discover the time-tested approaches to be digital-first firms while discovering the pitfalls and roadblocks hindering their digital transformation across industries such as banking, health care, and retail through several case studies spanning industries, countries, and continents.· Fintechs (mobile banking and payment firms, etc.) will learn the key insights to disrupt the financial industry verticals and win in an increasingly fragmented landscape. Banks will discover what they need to respond to the emerging challengers wanting to eat their lunch.· Key players across the health care ecosystems will deepen their understanding of the disruptive forces and what strategies they need to thrive rather than survive in the emerging yet competitive digital health care across the globe.· Business leaders will master how to build a winning culture for the digital age to execute their strategies through case studies of Amazon and SoftBank. In addition, they will discover several data-driven models for aligning their culture to their strategies.· Indeed, in today's dangerous and unpredictable geopolitical environment, where trade war is becoming the new normal, businesses' fates increasingly depend on just one tweet from a president, nonmarket forces such as Brexit, activists, and EU General Data Protection Regulations and Europe Second Payments Directive (PSD2) can create winners and losers across industries such as banking overnight -- CEOs and other business leaders need a new dynamic formula to win. Market strategies alone as taught in many business schools are no longer enough; firms need to scale agility regarding what they can control at the firm level and build a dynamic scenario planning for our volatile, uncertain, ambiguous, and complex (VUCA) world. Yet they need nonmarket strategies to deter potential threats from nonmarket actors before they become a full-blown crisis or hamper their organization's competitive edge. We will discuss all at these strategies, techniques, tools, and models in greater detail throughout the book.
Author: David T. Bourgeois
Publisher: InterVarsity Press
ISBN: 0830856617
Category : Religion
Languages : en
Pages : 145
Get Book
Book Description
David Bourgeois offers a step-by-step guide for discerning and implementing a digital strategy in your ministry. Presenting Christianity itself as a grand communication event, he helps Christians see that the advent of electronic media is truly good news for the world.
Author: Marco Iansiti
Publisher: Harvard Business Press
ISBN: 1633697630
Category : Business & Economics
Languages : en
Pages : 175
Get Book
Book Description
"a provocative new book" — The New York Times AI-centric organizations exhibit a new operating architecture, redefining how they create, capture, share, and deliver value. Now with a new preface that explores how the coronavirus crisis compelled organizations such as Massachusetts General Hospital, Verizon, and IKEA to transform themselves with remarkable speed, Marco Iansiti and Karim R. Lakhani show how reinventing the firm around data, analytics, and AI removes traditional constraints on scale, scope, and learning that have restricted business growth for hundreds of years. From Airbnb to Ant Financial, Microsoft to Amazon, research shows how AI-driven processes are vastly more scalable than traditional processes, allow massive scope increase, enabling companies to straddle industry boundaries, and create powerful opportunities for learning—to drive ever more accurate, complex, and sophisticated predictions. When traditional operating constraints are removed, strategy becomes a whole new game, one whose rules and likely outcomes this book will make clear. Iansiti and Lakhani: Present a framework for rethinking business and operating models Explain how "collisions" between AI-driven/digital and traditional/analog firms are reshaping competition, altering the structure of our economy, and forcing traditional companies to rearchitect their operating models Explain the opportunities and risks created by digital firms Describe the new challenges and responsibilities for the leaders of both digital and traditional firms Packed with examples—including many from the most powerful and innovative global, AI-driven competitors—and based on research in hundreds of firms across many sectors, this is your essential guide for rethinking how your firm competes and operates in the era of AI.
Author: Sunil Gupta
Publisher: Harvard Business Press
ISBN: 1633692698
Category : Computers
Languages : en
Pages : 327
Get Book
Book Description
Digital transformation is no longer news--it's a necessity. Despite the widespread threat of disruption, many large companies in traditional industries have succeeded at digitizing their businesses in truly transformative ways. The New York Times, formerly a bastion of traditional media, has created a thriving digital product behind a carefully designed paywall. Best Buy has transformed its business in the face of Amazon's threat. John Deere has formed a data-analysis arm to complement its farm-equipment business. And Goldman Sachs and many others are using digital technologies to reimagine their businesses. In Driving Digital Strategy, Harvard Business School professor Sunil Gupta provides an actionable framework for following their lead. For over a decade, Gupta has studied digital transformation at Fortune 500 companies. He knows what works and what doesn't. Merely dabbling in digital or launching a small independent unit, which many companies do, will not bring success. Instead you need to fundamentally change the core of your business and ensure that your digital strategy touches all aspects of your organization: your business model, value chain, customer relationships, and company culture. Gupta covers each aspect in vivid detail while providing navigation tips and best practices along the way. Filled with rich and illuminating case studies of companies at the forefront of digital transformation, Driving Digital Strategy is the comprehensive guide you need to take full advantage of the limitless opportunities the digital age provides.
Author: Nitin Seth
Publisher: Penguin Random House India Private Limited
ISBN: 9353057981
Category : Business & Economics
Languages : en
Pages : 338
Get Book
Book Description
The practical handbook for understanding and winning in the post-COVID digital age and becoming a 21st century leader. For every enterprise and its leaders, the digital age is a roller-coaster ride with more than its fair share of thrills and spills. It presents them with great opportunities to leapfrog and grow. However, success is not easy in the Digital Age. It requires a complete overhaul of the business model and organizational design, and the mind-sets of professionals. Such a large and complex change is not easy to manage, and enterprises often lose their way in their digital transformation attempts. Nitin brings in this book his 25+ years of experience in leadership roles in world-class firms like Mckinsey and Fidelity and Digital natives like Flipkart and Incedo. He presents compelling insights and practical examples and answers key questions on how enterprises can win in the Digital Age: • Why do firms fail at digital transformation? • How are the rules of business changing in the digital age? What disruptive opportunities does digital present in various industries? • How to best leverage the potential of digital technologies like AI and the Cloud? • How do organizational capabilities and culture need to change? • What new skills do leaders and young professionals need to build? Nitin brings clarity to the transformation process, breaking it down into seven building blocks and presenting how best to master them. The book is a practitioner’s guide for people across all age groups - students, young professionals, experienced professionals, senior executives on how they can realize the amazing opportunities the digital age offers them and achieve their true potential at work and in personal life.
