- Table View
- List View
Digital Leadership im Tourismus: Digitalisierung und Künstliche Intelligenz als Wettbewerbsfaktoren der Zukunft
by Marco A. Gardini Guido SommerDieses Buch bietet einen Überblick über den State of the Art zum Thema Digitalisierung und Künstliche Intelligenz im Tourismus und in den damit verbundenen wesentlichen Gestaltungs- und Handlungsfeldern. Die Autoren diskutieren Entwicklungen in folgenden Kontexten: digitale Transformation, digitale Geschäftsmodelle, digitaler Wettbewerb, digitales Mindset und digitale Führungskompetenzen. Außerdem werden Fragen zur Rolle der Digitalisierung und Künstlichen Intelligenz im Spannungsfeld zwischen Effektivität, Effizienz und Ethik im Kontext einer Digital-Leadership-Perspektive betrachtet. Die instrumentelle und inhaltliche Bandbreite digitaler Technologien und digitaler Arbeitsformen in verschiedenen touristischen Teilbranchen und deren Akteure werden beleuchtet und es wird gezeigt, wie in diesem Themenkomplex Veränderung erfolgreich gestaltet werden kann. Denn Digitalisierung und Künstliche Intelligenz als Treiber des zukünftigen Unternehmenserfolgs sind einerseits Top-Themen in zahlreichen touristischen Branchen, andererseits zeigen viele aktuelle Unternehmenskonzepte, dass das Thema bislang für den Tourismussektor kaum analysiert und systematisiert wurde und in der Praxis vielfach unzureichend konzeptionell und organisatorisch verankert ist.Der Autoren-Mix aus Wissenschaft und Unternehmenspraxis macht den Sammelband zu einem Nachschlagewerk für jeden, den das Thema Digitalisierung und Künstliche Intelligenz im Tourismus bewegt.
Digital Leadership, Agile Change and the Emotional Organization: Emotion as a Success Factor for Digital Transformation Projects (Future of Business and Finance)
by Martin KupiekThis book shows an innovative way for managers to gain a better understanding of emotions in teams and organizational units and thus positively influence agile development in the context of digital transformation of companies. Digitalization does not just lead to technical changes. It dramatically changes the way employees work with each other as well as how executives play their roles. In an agile working environment, middle management in particular loses power, influence, and relevance, and customer relationships are subject to greater affectivity. The result is an increased emotionalization of the actors, which should be recognized and understood prior to designing the emotional landscape of the organization and to developing and implementing successful business models. The author introduces various conventional and AI-based instruments based on current research for handling emotions, supported by practical concepts.
Digital Leadership, Agile Change und die Emotion Economy: Emotion als Erfolgsfaktor der digitalen Transformation
by Martin KupiekDieses Buch zeigt einen innovativen Weg auf, wie Führungskräfte Emotionen in Teams und Organisationseinheiten besser verstehen und somit die agile Entwicklung im Rahmen der digitalen Transformation von Unternehmen positiv beeinflussen können.Die Digitalisierung führt nicht nur zu technischen Veränderungen. Es ändert sich die Zusammenarbeit der Mitarbeiter und die Rolle der Führungskräfte dramatisch. Insbesondere verliert das mittlere Management in einer agilen Arbeitswelt an Macht, Einfluss und Relevanz und Kundenbeziehungen unterliegen einer stärkeren Affektivität. Das Resultat ist eine zunehmende Emotionalisierung der Akteure, die man verstehen sollte, bevor die Emotionslandschaft der Organisation gestaltbar wird und erfolgreiche Geschäftsmodelle entwickelt und eingeführt werden können. Der Autor stellt verschiedene analoge und KI-basierte Instrumente auf der Basis der aktuellen Emotionsforschung für den Umgang mit Emotionen vor begleitet von praxisnahen Konzepten.
Digital Leadership: Evidence from Theory and Practice (Routledge Studies in Leadership Research)
by Ahmad M. SalihIn the evolving landscape of leadership, factors from both environmental and cultural dimensions play a crucial role. In the contemporary era of digitalisation and globalisation, the impact on leadership has expanded significantly. This places greater pressure on leaders to succeed. The integration of technology and knowledge management adds complexity, demanding not only effectiveness but also cultural adaptability for navigating digital organisational changes. Effective leadership prerequisites endure, regardless of technological influence. Amid the push for digital leadership in modern organisations, it's essential to acknowledge the complexity of defining and analysing leadership. This treatise emphasises adaptability and intelligence as foundational for digital leaders and followers. Organisational ambidexterity underscores the simultaneous need for digital alignment and adaptability in effective leadership. This book emphasises followership's natural evolution in individual growth. It delves into the intricate interplay between leadership and followership within the globalised, digital context. Core to the narrative is the 'intelligently learning organization,' a concept explored throughout and conclusively in Chapter 7. While technological prowess benefits leaders, it's vital to recognise its limitations in achieving organisational growth. The text highlights 'digital dexterity,' a concept evaluating internal capacities for embracing digital trajectories. This nascent concept is vital for modern digital leaders to embody.
Digital Leadership: Kompetenzentwicklung von Führungskräften und Mitarbeitenden als zentraler Erfolgsfaktor transformativer Unternehmensberatung (Beratung im Fokus)
by Gabriele Plätzer Christoph KralIn einer Welt, die durch die Digitalisierung rasant und tiefgreifend verändert wird, stehen Führungskräfte vor der gewaltigen Aufgabe, Unternehmen und Arbeitsweisen neu zu gestalten. Das Buch bietet einen umfassenden Einblick in die Prinzipien des Digitalen Humanismus als Leitfaden, um Technologie mit menschlichen Werten zu verknüpfen. Der erste Teil des Buches beleuchtet, wie die Digitalisierung die Grundstrukturen unserer Arbeitswelt umformt und warum ein humanzentrierter Ansatz entscheidend für eine erfolgreiche digitale Transformation ist. Im zweiten Teil geht es um Schlüsselkompetenzen, die in der digitalen Ära sowohl für Führungskräfte als auch für Mitarbeitende unerlässlich sind. Es werden Kompetenzmodelle vorgestellt, die dazu beitragen, die persönliche sowie berufliche Entwicklung zu fördern. Dieses Fachbuch ist eine unverzichtbare Ressource für alle, die in der digitalen Wirtschaft führen und arbeiten. Es bietet praxisnahe Handlungsempfehlungen und strategische Leitlinien, die es Unternehmen und ihren Führungskräften ermöglichen, die Potenziale der Digitalisierung optimal zu nutzen und die digitale Transformation nachhaltig erfolgreich zu gestalten.
Digital Learning based Education: Transcending Physical Barriers (Advanced Technologies and Societal Change)
by Arindam Biswas Amitava Choudhury Sadhan ChakrabortiThis book presents the systematic evolution of digitized education: trends, advances, challenges encountered and their solutions toward the use of advanced technologies. The book mainly covers variety of areas such as blended learning in modern education, flipped classroom, ICT-based education, digital transformation of education. Explosion of information and communication technologies has transformed the way we live, learn, work and socialize. This heavy intervention of technologies in the modern world has triggered us to think how we engage and interact with each other and how we make use of these digital tools and communications channels. And consequent upon which societies are transforming into digitized education where datafication, platformization and algorithmic governance are a common vocabulary.
Digital Learning in Organizations: Help your Workforce Capitalize on Technology
by Steve WheelerTechnology holds vast potential for learning and development (L&D) practitioners. It can improve performance, productivity, engagement and knowledge retention. However, if employees aren't able to leverage the potential of these technologies, any investment in them is futile. Digital Learning in Organizations shows L&D professionals how to make sure that their workforce is 'digitally ready' and has the skills, capabilities and understanding needed to capitalize on the opportunities created by learning technologies and feel confident in their ability to get the most out of them. It includes guidance on how technologies can be used to improve both social and personal learning, how the increased flexibility created by technology enables a multi-located workforce to develop simultaneously and discussion of how to ensure that technology really does facilitate employee development and doesn't become a distraction. Digital Learning in Organizations also includes comprehensive coverage of the ways in which L&D practitioners can engage with learning technologies and digital capabilities such as mobile learning, wearable technology, learning analytics, virtual presence tools as well as augmented, mixed and virtual reality. Packed with insights from leading L&D practitioners, this an essential read for all L&D practitioners needing to improve employee and company performance in a digital world.
Digital Learning: Was es ist und wie es praktisch gestaltet werden kann
by Bodo Möslein-Tröppner Willi BernhardDieses Buch gibt dem Leser einen Einblick in die vielfältigen Möglichkeiten, die das Digital Learning bietet. Diese kann er sogleich ausprobieren und selber anwenden. Die Autoren zeigen, wie sich 360-Grad-Lernen im virtuellen Raum umsetzen lässt (Immersive Learning) oder welche nützlichen digitalen Tools beim Lernen und in der virtuellen Zusammenarbeit (Digital Collaboration) verwendet werden können. Der Einsatz der Blockchain-Technologie in der Bildung wird genauso behandelt wie die Umsetzung praktischer digitaler Unterrichtsformen wie der Hybridunterricht als Lernform der Zukunft. Einen weiteren Schwerpunkt bildet die Künstliche Intelligenz (KI) im Digital Learning. Dazu zählen die Anwendung digitaler Sprachassistenten und wissensbasierter Applikationen zur Lösungsfindung ebenso wie die Überprüfung von Home-Based-Prüfungen. Ergänzt werden die vielfältigen Möglichkeiten des digital unterstützten Lernens durch die Anwendung des Digital Storytelling und des spielbasierten Lernens. Nach dem Lesen des Buchs weiß der Leser, was Digital Learning ist und wie es gestaltet werden kann. Für die verschiedensten Ideen und Anforderungen, die sich aus der individuellen Lern- bzw. Lehrsituation ergeben, finden sich einfach umsetzbare digitale Lösungen.
Digital Listening für Unternehmen: Entscheiderwissen für Corporate Security, Personenschutz, Market Intelligence und Personalmarketing
by Martin GrotheDieses Buch zeigt für Entscheider auf, wie Unternehmen die Inhalte im digitalen Raum erschließen und so ihre Sicherheit und Wettbewerbsposition entscheidend stärken. Digital Listening heißt, das Internet als Meinungs- und Informationsraum ernst zu nehmen und durch qualifizierte Analysen die eigene Sicht zu verbessern.Martin Grothe erklärt mit einem durchgängigen Prozessleitfaden sowie den notwendigen Hintergründen und Tools, wie Sie mit Digital Listening Ihr Sicherheitslagebild, eine Früherkennung von Bedrohungen, die Zielgruppenkommunikation, das Personalmarketing sowie den Schutz exponierter Persönlichkeiten wegweisend ausbauen.Führungskräfte erhalten Einblicke in mehrere Fachbereiche, aber auch den notwendigen Überblick: Sie finden einen strukturierten Zugang zu verfügbaren Tools, blicken in das Darknet, nehmen Reporting-Formate als Vorlagen auf, schlüpfen in die Rolle der dunklen Seite, hören Influencern zu und deklinieren einen Strategiefahrplan zum Engagement-Aufbau als Arbeitgeber durch. Wer Entwicklungen früher erkennt, Kontexte genauer versteht und Kommunikation passgenauer formuliert, der kann die Zukunft aktiver gestalten.Aus dem Inhalt Sicherheit und Wettbewerb in digitalen Zeiten: Digital Listening und die dunkle SeiteIntelligence Cycle: Vorgehen und Tools (Open Source, Advanced)Unternehmenssicherheit: Desinformation, Data-Breaches und der G20-CasePersonenschutz: Angriffsvektoren und SichtbarkeitsanalysenMarket Intelligence: Personalmarketing, Influencer, AI, CounterintelligenceGestaltungsaufgabe für das Management: Integration und AusblickViele Case Studies und Skizzen mit konkreten EinsatzszenarienMit Gastbeiträgen vonHeinz-Werner Aping (Direktor beim BKA a.D.)Prof. Dr. Peter Gentsch (Intelligence Group)Friedrich Christian Haas (AKE Group)Jerry Hoffmann (Counteraction)Udo Hohlfeld (INFO + DATEN)Samira Mousa (healthy content)Chris West (Counteraction)Klaus Pfeifer (Pinkerton)
Digital Literacy and Socio-Cultural Acceptance of ICT in Developing Countries
by Emmanuel Eilu Rehema Baguma John Soren Pettersson Ganesh D. BhutkarThis book discusses the role of human computer interaction (HCI) design in fostering digital literacy and promoting socio-cultural acceptance and usage of the latest ICT innovations in developing countries. The book presents techniques, theories, case studies, and methodologies in HCI design approaches that have been used to foster digital literacy, break the socio-cultural barriers to ICT adoption, and promote the widespread usage of the latest innovations in the health, agriculture, economic, education and social sectors in developing countries. The authors provide insights on how crossing disciplines in HCI such as usability design, user centered design, user experience, anticipated user experience, technology acceptance design, persuasive design, philosophical designs, motivational design, social-cultural oriented designs, and other HCI design approaches have promoted digital literacy and stimulated socio-cultural acceptance and the usage of the latest ICT innovations. The book is relevant in academic, industry and government.Presents theoretical, practical, and socio-cultural approaches to digital literacy challenges in developing countries;Discusses recent ICT and HCI innovations used to transform the health, agriculture, economic, education and social sectors in developing countries;Provides insights on design opportunities and challenges presented in countries where digital literacy is very low and with complex socio-cultural dynamics.
Digital Literacy im Projektmanagement: Entwicklung eines Kompetenzstrukturmodells für das digital strukturierte Projektmanagement
by Jessica NagelUnternehmen und Branchen sehen sich zunehmend mit den Herausforderungen steigender Marktkomplexität, Zeitdruck und wachsender Kundenansprüche konfrontiert. In Reaktion darauf setzen sie verstärkt auf die Implementierung, Erweiterung oder Vertiefung des Projektmanagements, um am Markt wettbewerbsfähig zu bleiben und qualitativ hochwertige Lösungen zeitnah anzubieten. Effizientes Projektmanagement ist dabei maßgeblich von den Kompetenzen der Projektmanager*innen abhängig. Dieses Buch widmet sich der Frage, welche Kompetenzen im Kontext des digital strukturierten Projektmanagements in der externen IT- und Unternehmensberatung vonnöten sind. Die Studie ist explorativ, qualitativ und empirisch ausgerichtet. Mithilfe einer umfassenden Literaturrecherche sowie der Durchführung von Fokusgruppen mit Expert*innen und einer kommunikativen Validierung werden die Handlungssituationen und Kompetenzfacetten im Projektmanagement sowie potenzielle Zukunftstrends eruiert. Ziel ist es, Rückschlüsse auf die Auswirkungen der digitalen Transformation auf die notwendigen Kompetenzen im digital strukturierten Projektmanagement zu ziehen. Die gewonnenen Erkenntnisse wurden mittels qualitativer Inhaltsanalyse ausgewertet.
Digital Lumens: Creating Value through Software
by Rajiv Lal Sarah McaraDigital Lumens, founded in 2007, developed and implemented intelligent LED lighting solutions for the industrial market. Sensors and wireless connectivity embedded in its LED fixtures not only significantly reduced lighting-related energy use-by up to 90% in some cases-but also served as a tool for the Internet of Things (IoT) to expose powerful insights about facility use. Yet in 2016, few of Digital Lumens's customers were fully embracing the system as an IoT product. Both LED lighting and IoT were rapidly evolving markets, and Digital Lumens had to decide if it should focus on driving down lighting hardware costs to expand its total addressable market or on improving the software controls to enhance the system's IoT functionality.
Digital Luxury: Transforming Brands and Consumer Experiences
by Professor Wided BatatThe fashion and luxury industries have been well-established for centuries, but the new disruptive digital environment is causing these industries to rethink their business case and adapt their brand offerings for consumers and experiences both online and offline, mixing physical place and digital space: phygital. This exciting new text, the first on this timely subject, written by an expert author explores the current malaise and offers ways forward through a mixture of research and practice-led examples.
Digital Luxury: Transforming Brands and Consumer Experiences
by Professor Wided BatatThe fashion and luxury industries have been well-established for centuries, but the new disruptive digital environment is causing these industries to rethink their business case and adapt their brand offerings for consumers and experiences both online and offline, mixing physical place and digital space: phygital. This exciting new text, the first on this timely subject, written by an expert author explores the current malaise and offers ways forward through a mixture of research and practice-led examples.
Digital Makeover: How L'Oréal Put People First to Build a Beauty Tech Powerhouse
by Béatrice Collin Marie TaillardGet an insider’s perspective into how this 110-year old world leader in beauty built on its legacy to transform itself into a digital and tech powerhouse Digital Makeover: How L'Oréal Put People First to Build a Beauty Tech Powerhouse examines L’Oréal’s successful people-driven digital transformation. Professors and authors Beatrice Collin and Marie Taillard set out exactly how L’Oréal turned itself into a digital and tech powerhouse by building on its legacy to reimagine relationships inside the company, and with its customers and partners. Digital Makeover comprehensively describes L’Oréal’s strategy, including: Maintaining market leadership in the face of disruption Believing in the transformative power of the organization, its legacy and its people A social-centric approach to beauty tech, ecommerce and digital services The company’s successful play for market dominance in China Case studies that showcase best practices for digital transformation across sectors Digital Makeover is perfect for anyone interested in business strategy, marketing, or digital transformation, as well as businesspeople and leaders from inside and outside the beauty industry, and belongs on the shelves of anyone with an interest in organizational transformation, management, leadership and digital strategies.
Digital Management Practice: Mastering Exponential Change with Collective and Artificial Intelligence (Business Guides on the Go)
by Adrian VoglerThe book illustrates how managers and knowledge workers can effectively harness collective and artificial intelligence to counteract the effects of exponential change and successfully implement digitization within their organizations. The author applies the proven management principles of Peter F. Drucker to the new challenges of the digital age, enhancing them with the concepts of collective and artificial intelligence. This approach also takes into account the insights of Daniel Kahneman regarding "Thinking, Fast and Slow" and the associated cognitive biases and deficits in human thinking. By leveraging innovative tools – collective and artificial intelligence – these deficits can be mitigated, aiding in decision-making. The use of these tools in innovation management and work organization is also discussed. Readers are provided with practical tips and strategies for implementation. Embark on an exciting journey through digital management practices and successfully navigate the challenges of the digital world.
Digital Management and Artificial Intelligence: Proceedings of the Fourth International Scientific-Practical Conference (ISPC 2024), Hybrid, October 10-11, 2024 (Springer Proceedings in Business and Economics)
by Richard C. Geibel Shalva MachavarianiThis book presents selected contributions from the Fourth International Scientific-Practical Conference (ISPC 2024), held on October 10–11, 2024, organized by IU International University, East European University, Adelphi University, and the E-Commerce Institute, with contributions from Asia, Africa, Europe, and the USA. It discusses the challenges and opportunities of digital transformation and AI in different industries and introduces advanced research and solutions from both academic and professional perspectives. The topics covered include artificial intelligence, digitalization in healthcare, legal systems, corporate responsibility, e-commerce, digital entrepreneurship, and digital transformation in education. One key topic is social commerce, including live shopping, as a blend of social media and e-commerce. The interaction between digitalization and sustainability is also explored. The growing influence of artificial intelligence in the financial sector is examined as well. Additionally, investigations into the impact of digitalization on the education sector and the labor market are included. All studies focus on the unique opportunities presented by digitalization and describe how these new potentials can be translated into concrete benefits. The book is an engaging read for researchers and professionals interested in digital management, one of the most significant developments of recent times.
Digital Management in Covid-19 Pandemic and Post-Pandemic Times: Proceedings of the International Scientific-Practical Conference (ISPC 2021) (Springer Proceedings in Business and Economics)
by Richard C. Geibel Shalva MachavarianiThis book presents select contributions of the International Scientific-Practical Conference 2021 (ISCP 2021) organized by East European University (Georgia) and Fresenius University of Applied Sciences (Germany). It discusses the challenges of digital transformation during and after the pandemic and introduces advanced research and solutions from both academic and professional’s aspects. The topics covered include digitalization in social and corporate responsibility, e-commerce and digital entrepreneurship, and digitalization in education.The book is an interesting read for researchers and professionals interested in digital management.
Digital Management of Container Terminal Operations
by Ning Zhao Yuan Liu Weijian Mi Yifan Shen Mengjue XiaThis book presents a comprehensive study on intelligent container terminals. Based on the development experience gained to date with container terminals, it analyzes information flows and their interactions with container terminals; illustrates the operation management process from information collection to resource planning and from equipment scheduling to field operation; highlights several dynamic decision-making problems concerning digital operation processes and container terminals; reveals the basis of the discrete logistics system; and discusses the future of intelligent container terminals.
Digital Management to Shape the Future: Proceedings of the 3rd International Scientific-Practical Conference (ISPC 2023) (Springer Proceedings in Business and Economics)
by Richard C. Geibel Shalva MachavarianiThis book presents selected contributions to the International Scientific-Practical Conference 2023 (ISCP 2023) organized by East European University (Georgia), E-Commerce Institute (Germany) and Adelphi University (USA). It discusses the challenges and opportunities of digital transformation in various industries and introduces advanced research and solutions from both academic and professional perspectives. The topics covered include digitalization in health care, legal systems, corporate responsibility, e-commerce, digital entrepreneurship, and digital transformation in education, with a significant focus on social commerce—encompassing live shopping as a fusion of social media and e-commerce. A dedicated chapter examines and describes the interaction between digitalization and sustainability. The growing influence of artificial intelligence in the financial sector is discussed. Moreover, it investigates the influence of digitalization on the education sector and the labor market. The book focuses on the special opportunities presented by digitalization and describes how the resulting new potential can be translated into tangible benefits. It is an interesting read for researchers and professionals interested in digital management as one of the most important developments of recent times.
Digital Manufacturing at Amgen
by Shane Greenstein Sarah Mehta Kyle R. MyersThis case discusses efforts made by biotechnology (biotech) company Amgen to introduce digital technologies into its manufacturing processes. Doing so is complicated by the fact that the process for manufacturing biologics-or therapeutics made from living cells-is subject to unforeseen variability and thus requires a highly controlled environment. Mistakes are costly, given that the manufacturing process takes several weeks from start to finish. Set in early 2020, the case asks students to evaluate two opportunities facing case protagonists Myra Coufal and Chris Garvin. The first involves working with a new team to build a standard multivariate model for a fairly new commercial product with limited production data. The second involves building a predictive machine learning model to automate one step of the manufacturing process for a top-selling product that generates sizable margins. The case includes a supplemental problem set that provides students the opportunity to analyze data and make an informed choice between the two opportunities.
Digital Marketing All-In-One For Dummies
by Stephanie DiamondUnlock the value in online marketing A well-executed digital marketing plan is a proven component of success in business, and Digital Marketing All-In-One For Dummies covers everything you need to build and implement a winning plan. Whether you’re a novice in the online space or an expert marketer looking to improve your digital ROI, this book has easy-to-absorb tips and insights that will turn online prospects into loyal customers. This book compresses the essential information on 8 topics, so you have all the information you need and none of what you don’t. You’ll learn social media marketing, marketing to millennials, account-based marketing, influencer marketing, content marketing strategies, and more! Use targeted, measurable marketing strategies to promote brands and products Increase brand awareness, customer acquisitions, and audience engagement Measure what your online traffic is worth and improve ROI on digital marketing Develop a solid digital marketing plan and put it to work for your brand From SEO and SEM to brand awareness and why you need it, Digital Marketing All-In-One For Dummies will help you level up your digital marketing game and avoid the common mistakes that might be holding your business back.
Digital Marketing All-In-One For Dummies
by Stephanie DiamondDevelop and refine your comprehensive online marketing plan With more than 800 content-packed pages, Digital Marketing All-in-One For Dummies is the most comprehensive tool for marketers looking to beef up their online presence. In this edition, you’ll learn the latest trends in digital marketing strategies, including brand new insight on how to incorporate artificial intelligence into your marketing plans. You’ll also get the latest information on how to manage your customers’ experiences, create exceptional marketing content, get help from influencers, and leverage social accounts for more followers and greater profits. With the help of this friendly Dummies guide, you’ll accelerate your journey from traditional to digital marketing processes, uncover tips to prove ROI of marketing activities, and increase audience engagement. Build and implement a winning digital plan for your brand Learn how to establish an online presence with social media Turn online prospects into loyal customers Target consumers in any market segment and age bracketDig into the latest marketing advice as you provide your potential and existing customers the kind of personal experience you look for as a customer.
Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World
by Chuck Hemann Ken BurbaryThis comprehensive book provides students with a "grand tour" of the tools needed to measure digital activity and implement best practices for using data to inform marketing strategy. It is the first text of its kind to introduce students to analytics platforms from a practical marketing perspective. <p><p> Demonstrating how to integrate large amounts of data from web, digital, social, and search platforms, this helpful guide offers actionable insights into data analysis, explaining how to "connect the dots" and "humanize" information to make effective marketing decisions. The author covers timely topics, such as social media, web analytics, marketing analytics challenges, and dashboards, helping students to make sense of business measurement challenges, extract insights, and take effective actions. The book’s experiential approach, combined with chapter objectives, summaries, and review questions, will engage readers, deepening learning by helping them to think outside the box. <p> Filled with engaging, interactive exercises, and interesting insights from an industry expert, this book will appeal to students of digital marketing, online marketing, and analytics. A companion website features an instructor’s manual, test bank, and PowerPoint slides.
Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing
by Pr Smith Dave ChaffeyNow in its fifth edition, the hugely popular Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing is fully updated, keeping you in line with the changes in this dynamic and exciting field and helping you create effective and up-to-date customer-centric digital marketing plans. A practical guide to creating and executing digital marketing plans, it combines established approaches to marketing planning with the creative use of new digital models and digital tools. It is designed to support both marketers and digital marketers, and students of business or marketing who want a thorough yet practical grounding in digital marketing. Written by two highly experienced digital marketing consultants, the book shows you how to: Draw up an outline digital marketing plan Evaluate and apply digital marketing principles and models Integrate online and offline communications Implement customer-driven digital marketing Reduce costly trial and error Measure and enhance your digital marketing Learn best practices for reaching and engaging your audiences using the key digital marketing platforms like Apple, Facebook, Google and Twitter. This new edition seamlessly integrates the latest changes in social media technology, including expanded coverage of mobile technology, demonstrating how these new ways to reach customers can be integrated into your marketing plans. It also includes new sections on data analytics, clearly demonstrating how marketers can leverage data to their advantage. Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, Fifth Edition, provides a vital reference point for all students and managers involved in marketing strategy and implementation.