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Digital is more than just technology, it's total business transformation. With the growing influence of marketing technology as a driver of change, this book provides a roadmap to business transformation through digital marketing. Digital is not a choice; it is a strategic imperative. The currency of this new book is integration: The integration of values and digital mindset with strategy and tactics -- This book will help executives and managers understand the direct impact of organizational values and digital mindset on digital marketing strategy and tactics, and why they must learn to seamlessly integrate values and mindset for competitive advantage in the digital age. The integration of mindset with culture, structure, and innovation -- Digital Transformation begins with the adoption of a digital mindset and the infusion of this mindset throughout the company culture. The transformed culture of continuous innovation will require changes in organizational design and structure. The integration of digital mindset with the customer experience -- To provide optimal customer experiences, organizations must learn how to view all initiatives through the lens of the always-on digital consumer. Adopting a digital mindset will help managers and executives lead the transition to customer-centric business models. The integration of customer experience into the marketing function, which is the essence of integrated digital marketing (IDM) -- It's not enough to respond to your customer's needs; you must listen to their feedback and actions and respond in a timely manner. IDM offers an overarching strategic framework for businesses enhance the customer experience at every stage of the buyer journey. The integration of broad data into business decision making and evaluation and the IDM process -- Broad data is meaningless unless it is made actionable through proper application. It is critically important to integrate customer data with digital marketing initiatives and offer strategies for refining data to improve its operational relevance and optimize marketing initiatives. The culmination of a successful IDM strategy leads the organization down the path to digitally driven business transformation. Digital disruption is hastening the integration of IT and marketing at all levels. Digital is a catalyst for organization-wide business transformation including culture, communications, and business processes. IDM provides the strategic framework for implementing a customer-centric approach throughout the organization.
​Inspired by a new, transformative era in human and business relations, this book provides a unique perspective on the business transformation that results from the collaboration between suppliers and their strategic customers. It is all about guiding organizational change and business transformation, starting with sales itself. Companies choosing this approach can make a significant and meaningful difference with strategic customers, moving beyond the competition. By challenging existing business assumptions and creating new perspectives on the marketplace, organizations can increase value across traditional company borders, making the (business) world a better place in the process. Both thought-provoking and practical, this management book integrates academic insights, real life examples and best practices of business transformation. It is a must-read for business leaders aiming to make a difference. "Integrating with your strategic customers beyond a transactional sales relationship is key for shaping new markets, developing your brand, and leveraging your strategic relationships. If sales and profitability with strategic accounts are to grow beyond the average, a change in mindset from seeing sales as an “outside” to an “inside” job is required to truly create a win-win relationship. Kotler/Dingena/Pfoertsch’s “Transformational Sales” provides hands-on insights and tools needed for companies who truly want to achieve this transformation." Marc Hantscher, CEO and President Asia-Pacific, BSH Home Appliances Pte. Ltd. Singapore "The more profoundly and systematically B2B companies familiarize themselves with and accommodate their customers’ functional, emotional and strategic needs, the more powerful they are on the market. Top brands are professionally and passionately tuned in to their customers. Sales, Project Management, Marketing, R&D, Production and Purchasing work in concert to drive customer success, always with an eye to the future. This book presents illustrative cases, highlighting how champions have scaled up their business." Achim Kuehn, CMO Herrenknecht AG, Schwanau, Germany
A clarion call for marketing to return to its roots and integrate sustainability principles, this book illustrates how the marketing function can drive organizations, delighting customers and impacting positively on society and the environment. Accused of manipulation and more, marketing is one of the most misused functions and misunderstood professions. The rise of “green marketing” could have been an opportunity for the profession to exhibit its potential to transform business—but instead, there has been a turn to greenwashing, with false claims of environmental friendliness. Now, businesses must evolve, rebalancing social and environmental priorities with economic ones, and it is time for a new era: Positive Impact Marketing. Drawing on almost 30 years of experience in global marketing, management, and strategy with private, public, and nonprofit organizations, this book introduces a framework organized around four key principles, Connect 4 Impact, and shows how these principles must govern marketing to achieve the desired net positive impact. It explains why and how marketing is key to establish sustainability at the core of business models and provides marketers with a toolkit and strategies for collaborating with other business leaders in the organization to guide rapid and effective transformations. This book will be a transformative resource for leaders and managers looking to truly incorporate sustainability into their business models, marketing professionals at all levels, and MBA/BBA students with an interest in sustainable business.
Marketing in a Digital World consists of nine essays on how the digital revolution has affected marketing theory and practice. Leading marketing scholars, including several editors of premier academic journals, provide fresh insights for both scholars and managers seeking to enhance their understanding of marketing in a digital world.
The Marketing Evolution: Mastering Strategies for Consumer Synergy by Eon B. Ranger is a groundbreaking manual that redefines the realm of effective marketing. Ranger's comprehensive exploration of evolving marketing strategies is punctuated with real-world case studies and insightful FAQs, offering readers invaluable insights into the fusion of marketing practices with various facets of organizational operations. Each chapter intricately dissects the integration of marketing within a corporate framework, spotlighting crucial elements such as financial synchronization, operational streamlining, collaborative human resources, and the seamless implementation of marketing strategies aligned with overarching corporate objectives. The book underscores the critical significance of comprehending the interconnected nature of these functions and their collective influence on shaping impactful marketing initiatives and overall business expansion. From dispelling prevalent marketing misconceptions to unveiling the transformative potential of data-driven insights and cohesive communication, "The Marketing Evolution: Mastering Strategies for Consumer Synergy" is a game-changing playbook for marketers navigating the intricate modern business landscape. With an emphasis on fostering cross-functional collaboration and adopting a holistic approach to marketing, this book arms businesses with the necessary tools to cultivate enduring customer relationships, propel brand growth, and foster sustainable brand communities.
This casebook provides students and academics in business management and marketing with a collection of case studies on services marketing and service operations in emerging economies. It explores current issues and practices in Asia, across different areas, countries, commercial and non-commercial sectors. This book is important and timely in providing a framework for instructors, researchers, and students to understand the service dynamics occurring in these countries. It serves as an invaluable resource for marketing and business management students requiring insights into the operationalization of services across different geographical areas in Asia. Students will find it interesting to compare and contrast different markets covering important aspects related to services.
In today's fast-paced business landscape, the importance of a comprehensive and strategic approach to marketing cannot be overstated. "The Marketing Mastermind: Innovative Techniques for Explosive Business Growth" offers readers a holistic view of the art and science of marketing, providing an indispensable guide to achieving exceptional results for businesses of all sizes. Drawing on years of experience as a marketing consultant, Joshua Lee Bryant expertly navigates readers through the intricacies of marketing, covering essential topics such as consumer psychology, the power of storytelling, segmentation, and data-driven decision-making. The book also delves into the ever-evolving world of digital marketing, with dedicated chapters on social media, content marketing, email marketing, and paid advertising strategies. Throughout "The Marketing Mastermind," readers will find a wealth of case studies, real-world examples, and practical advice that demonstrate the transformative power of these innovative marketing techniques. The book also emphasizes the importance of cultivating a growth mindset, enabling business owners and marketing professionals to adapt to rapidly changing industry trends and maintain a competitive edge in an increasingly crowded marketplace. "The Marketing Mastermind: Innovative Techniques for Explosive Business Growth" is a must-read for anyone seeking to elevate their marketing game and propel their business to new heights of success. With its comprehensive coverage of marketing theory and practice, this book is poised to become an indispensable resource for both seasoned professionals and aspiring entrepreneurs alike.