SEVEN PRINCIPLES OF DIGITAL BUSINESS STRATEGY

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.