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Erfolgsrezept Konvergenz - Gemeinsam Innovativ: Wie Marketing Und It Die Business Transformation Vorantreiben Und Kunden Begeistern

Erfolgsrezept Konvergenz - Gemeinsam Innovativ: Wie Marketing Und It Die Business Transformation Vorantreiben Und Kunden Begeistern

          
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About the Book

Dieses Buch zeigt, wie Marketing und IT gemeinsam die Business Transformation vorantreiben und mit innovativen Produkten und Services Kunden begeistern können. Allerdings leben Marketing und IT in zwei Welten, sprechen verschiedene Sprachen, haben unterschiedliche Prozesse, Überzeugungen und Werte. Kann mit solchen Voraussetzungen die digitale Transformation des Unternehmens gelingen? Ja, wenn die Unternehmen bereit sind, Mauern einzureißen. Die Autoren machen überzeugend klar, dass der Schlüssel für den digitalen Wandel und langfristiges Wachstum nur in einem gemeinsamen Prozess liegt. Sie ermuntern mit gelungenen Beispielen, diesen erfolgskritischen und entscheidenden Weg zu gehen. Das Buch endet mit einer konkreten Road Map, wie der Wandel hin zu einem kundenzentrierten, innovativen und digital getriebenen Unternehmen gelingt.
Der Inhalt

  • Die fünf Prinzipien der Konvergenz von Marketing, Technologie und Kreativität
  • Zahlen und Daten: der Weg in die Marketing-Zukunft
  • Die Geburt des kreativen Technologen
  • Marken als Service-Dienstleister
  • Smart Home und Quantified Self
  • So bauen Sie Ihre Road Map für den Wandel: Mind-Set, Organisations-Strukturen, Planungsprozesse, agile Methoden, Bonifizierung

Die AutorenRay Velez ist Global Chief Technology Officer von SapientRazorfish, einer international führenden Agentur für Digitale Transformation und Pionier für Marketing im digitalen Zeitalter. Er ist verantwortlich für die Strategie-Entwicklung und leitet die Technologie-Unit des Agentur-Netzwerks. Bob Lord ist Präsident von AOL und leitet das Werbe-, Sales- und Technologie-Geschäft von AOL, mit dem Marketing-Professionals und Medien-Unternehmen in über 30 Ländern erreicht werden.

About the Author:

Ray Velez ist Global Chief Technology Officer von SapientRazorfish, einer international führenden Agentur für Digitale Transformation und Pionier für Marketing im digitalen Zeitalter. Er ist verantwortlich für die Strategie-Entwicklung und leitet die Technologie-Unit des Agentur-Netzwerks.

Bob Lord ist Chief Digital Officer bei IBM, New York. Zuvor war er Präsident von AOL und verantwortlich für das Werbe-, Sales- und Technologie-Geschäft. Vor seiner Zeit bei AOL war Bob COO und später CEO bei Razorfish; dort begleitete seine Kunden durch die intensive Zeit der digitale Transformation im Marketing.



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Product Details
  • ISBN-13: 9783658170578
  • Publisher: Springer Gabler
  • Publisher Imprint: Springer Gabler
  • Edition: 1. Aufl. 2017 ed.
  • Language: German
  • Returnable: Y
  • Spine Width: 13 mm
  • Weight: 344 gr
  • ISBN-10: 3658170573
  • Publisher Date: 27 Apr 2017
  • Binding: Paperback
  • Height: 234 mm
  • No of Pages: 226
  • Series Title: German
  • Sub Title: Wie Marketing Und It Die Business Transformation Vorantreiben Und Kunden Begeistern
  • Width: 156 mm


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Erfolgsrezept Konvergenz - Gemeinsam Innovativ: Wie Marketing Und It Die Business Transformation Vorantreiben Und Kunden Begeistern
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