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Always on : digital brand strategy in a big data world

자료유형: 단행본

Control Number: n902011531

International Standard Book Number: 1472447808 (electronic bk.)

International Standard Book Number: 9781472447807 (electronic bk.)

International Standard Book Number: 9781472447814

International Standard Book Number: 1472447816

International Standard Book Number: 9781472447791 (hardback alk. paper)

International Standard Book Number: 1472447794 (hardback alk. paper)

Library of Congress Call Number: HF5548.32-.O93 2014

Dewey Decimal Classification Number: 658.8/72-23

Main Entry-Personal Name: Øverland, Arve Peder

Physical Description: 1 online resource (xi, 279 pages .)

Bibliography, Etc. Note: Includes bibliographical references and index.

Formatted Contents Note: 완전내용Introduction -- 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.

Summary, Etc.: 요약Where 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. --해제Edited summary from book.