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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.
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.
​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
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.
Daily existence is more connected to consumer behaviors than ever before, raising many issues around well-being and quality of life. Problematic consumer behaviors include unhealthy eating, alcohol, tobacco, pornography, and gambling abuse, credit card mismanagement, marketplace discrimination, and ecological deterioration. This book explores opportunities for improving well-being via consumer behaviors, such as empowerment via the Internet, product sharing, leisure pursuits, family consumption, and pro-environmental activities.
This book uses stories and case studies from several industries to show how companies can rethink their customers, products and services, marketing, competition, and even their culture. The goal is a positive customer relationship that results in revenue growth, product innovation, and employee engagement.
This book probes the surface of contemporary economic and social change and reveals how the shift to a knowledge-based economy is redefining firms, empowering individuals, and reshaping the links between learning and work. Using economic, management and knowledge-based theories, it describes the emergence of a new breed of capitalist, one dependent on knowledge rather than physical resources.