Building Digital Culture ─ A Practical Guide to Successful Digital Transformation
商品簡介
The seismic impact which digital continues to have on the world is, in reality, still in its infancy. Building Digital Culture argues that what this means for businesses in general, and marketers in particular, is that the digital developments we're faced with today haven't had the same gestation period as past technologies. The consequence of this pace is that much focus - be that in research, writing or management consulting - has tended to be on tactical or short-term aspects of digital marketing, whereas our reality is that the issue is now about marketing in a digital world.
It is therefore critical for organisations to implement a permeating, far-seeing digital culture that embraces change and transformation. Building Digital Culture includes interviews from senior practitioners from major corporations such as BMW, LinkedIn, Twitter and Deloitte to share how digital culture has been established at these organisations, and the impact it has had on business practice and ROI. Supported by discussion of the Digital Capability Framework, Building Digital Culture offers readers a practical guide to establishing and maintaining their own unique, successful digital culture.
作者簡介
Daniel Rowles has worked in digital marketing for almost 15 years on both the client and agency sides. He is a Course Director for the CIM, trains on behalf of Econsultancy and Utalk Marketing, and has been a judge for the CIM Marketing Excellence Awards since 2010. He is also the co-host of the Digital Marketing Podcast, a global top-ten business podcast on iTunes. His company - TargetInternet.com - has helped clients of all types to use digital marketing more effectively, including the BBC, Vodafone, Mastercard, Aviva and Warner Brothers.
Thomas Brown is an experienced marketing leader who's passionate about marketing and digital transformation. He spent 13 years with the Chartered Institute of Marketing at a range of roles including Director, Associate Director and Head of Insights. He is currently a management consultant and founder of ThinkStuff, and spends his time consulting, public speaking, and writing on marketing and management.
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