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Always on : digital brand strategy in a big data world /
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| 자료유형 | E-Book |
|---|---|
| 개인저자 | 횠verland, Arve Peder, author. |
| 서명/저자사항 | Always on :digital brand strategy in a big data world /Arve Peder 횠verland. |
| 형태사항 | 1 online resource (xi, 279 pages .) |
| 소장본 주기 | eBooks on EBSCOhostAll EBSCO eBooks |
| ISBN | 1472447808 9781472447807 9781472447814 1472447816 |
| 서지주기 | Includes bibliographical references and index. |
| 내용주기 | Introduction -- The symptoms -- Companies see challenges in digital transformation -- The website -- Why are we in social media? -- Is a customer loyal if they're in my program? -- Defining a business online -- Data the great myth buster -- The solution is never the next gadget -- The business case -- Understanding the need -- Preparedness for today and inevitable change -- The brand -- Symbiotic relationship between brand and digital strategy -- Developing brand positioning and value propositions -- Ux based brand workshop model -- Implementation strategy -- The strategy -- Defining digital strategy and its development process -- Research, facts and insights -- Finally we're seeing the big picture through big data -- The strategy documents, campaigns and builds -- Getting started -- Setting objectives : stakeholders and their requirements -- Defining your digital ecosystem -- One: an honest evaluation of your people and systems -- Two: communication and change management -- Three: implementation planning and tactical roadmap -- The governance -- Four: the governance of digital programs and systems -- Five: the importance of performance measurement -- Six: content calendars, accounts info and password storage -- Seven: ongoing communications strategy -- Eight: system and reputational risk management -- Nine: how to obtain, develop, retain and verify competence -- Building better partnerships -- One: legal and regulatory aspects of digital governance -- Conclusion -- Bibliography -- About the author. |
| 요약 | Where do powerful strategies come from? How do some companies develop strategies that enable them to outperform others regardless of the state of their industry or the economic climate? How does a company get the essentials to work in regard to the company's strategies, such as leadership buy-in and follow-through on implementations and performance management, without being slow, rigid and check-box focused? This book will provide an understanding of what it takes to develop, implement and run a digital strategy. The internal structure of an organization and the market in which it competes is not going to adapt to a digital strategy process, it must find a process and methodology that works best for it. With big data emerging as a standard framework for decision making, digital strategy and governance have taken on increased importance. In today's online marketplace you are perceived as being always on. -- |
| 일반주제명 | Electronic commerce. Social media. Big data. Strategic planning. Information technology -- Economic aspects. Big data. Electronic commerce. Information technology -- Economic aspects. Social media. Strategic planning. BUSINESS & ECONOMICS -- Industrial Management. BUSINESS & ECONOMICS -- Management. BUSINESS & ECONOMICS -- Management Science. BUSINESS & ECONOMICS -- Organizational Behavior. Big data. Electronic commerce. Information technology -- Economic aspects. Social media. Strategic planning. |
| 언어 | 영어 |
| 기타형태 저록 | Print version:횠verland, Arve Peder.Always on.97814724477911472447794 |
| 대출바로가기 | http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=841364 |
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| 1 | WE00008245 | 658.8/72 | 가야대학교/전자책서버(컴퓨터서버)/ | 대출가능 |
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