Digital Darwinism: Branding and Business Models in Jeopardy

by Ralf T. Kreutzer, Karl-Heinz Land

Overview

Digital Darwinism is a key challenge for all companies and brands. Not all companies and managers are aware of the challenges lying ahead. This book helps to identify the need for change and adaption based on a framework of findings and additional tools to position you and your company in the digital rat race.

Product Details

ISBN-13:	9783642544019
Publisher:	Copernicus Press
Publication date:	09/19/2014
Sold by:	Barnes & Noble
Format:	eBook
Pages:	257
File size:	4 MB

About the Author

Professor Ralf T. Kreutzer is Professor of Marketing, Berlin School of Economics and Law and Marketing and Management Consultant. He worked as senior manager and managing director as Bertelsmann, Volkswagen and Deutsche Post.

Karl-Heinz Land, Digital Darwinist and Evangelist, founder of Neuland Consult; is a renowned figure in the fields of Technology and Social Media Marketing with a 25-year international history as an entrepreneur and manager in IT-industry.

Table of Contents

Why the Digital Revolution Is Challenging You and Why You Have to Act Now.- Digital Darwinism and the Social Revolution - Which Basic Needs of Man Represent the Fuel of the Revolution on the Part of the Customer.- Big Data and Technology - Drivers of the Information Revolution on the Part of the Company and Accelerators of the Era of Cooperation.- How the Social Revolution Is to Be Managed.- How Marketing Becomes the ROI Driver Within a Company.- Confidence - The New Currency in Marketing and Management.- Social CRM - The New Rules of the Game in Leading Customers.- Why Marketing Is Becoming a Service.- The Necessity of Change Management - Or Why Our Traditional Communication and Organizational Structures Are Becoming Obsolete.