Synopses & Reviews
Synopsis
If we are creating most of our competitive advantage at the strategic planning stage, why are we spending so little time on this and so much time on technology? This book is not about why you should digitally transform and become more strategic; it's about how. It lays out the steps that must be taken, the data that should be used, and the decision tree to be followed. Following the principles laid out in this book allows organizational leaders, marketers, and technologists to talk at a high strategic level without getting bogged down in the tactics and delivery that consumes most of the time, attention, and activity in the modern workplace. Use the seven principles of digital business strategy to define the direction of travel for your business in today's digital economy.
Synopsis
The book will introduce senior managers to simple concepts on how to make data driven decisions as well as predict their likelihood of success online before they embark on the journey. The content will help the reader better understand and overcome current obstacles and will serve as a roadmap for opportunity-focused thought and action. This book argues that traditional marketing thinking does not transfer well to the digital context and that an entrepreneurial marketing perspective can better serve as a catalyst and enabler in today's digital marketing context. Today's marketing managers can better exploit the digital opportunity, and achieve long-term competitive advantage, by integrating entrepreneurial marketing and digital competencies. This book both challenges existing traditional marketing practice and offers new strategic thinking for engaging in opportunity identification and transformation for today's digital managers.