Leading Digital Strategy Driving Business Growth Through Effective E-commerce [Paperback]

As businesses continue to embrace digital tools and technologies to enhance customer engagement and develop digital channels, executives and leaders must understand the drivers of market success, the opportunities for change, and how enhanced leadership capabilities can help drive digital strategies.

Leading Digital Strategy explains what makes a digital operation successful and explores how to align organizational structure with wider goals and implement a customer-centric culture that supports multi-channel success. It covers key digital developments to help executives understand the consumer and media trends that are driving change.

Including strategies and input from 300 senior executives from major companies,Leading Digital Strategy gives readers the power to drive forward digital strategies and realize the lucrative opportunities for change.

Acknowledgements

Introduction

01 21st-century markets
Executive summary
Schumpeter’s gale
The retail sector
The sharing economy
Over-the-top propositions
Modern markets offer near-perfect competition
Why most organizations are not fit for purpose
The impact on sales and marketing effectiveness
A brave new world that needs embracing
The leadership agenda
Notes

02 Identifying the e-commerce opportunity
Executive summary
Why your new website is unlikely to fix the problem
The e-commerce credibility challenge
The organization as a root cause
Have consultants got better answers?
The dangers of data
The leadership agenda
Notes

03 Putting customers first
Executive summary
Customer insight
Test and learn
Deep data not just big data
Hypothesis creation
Customer to Action®
Who owns the digital channel?
The sales funnel
The leadership agenda
Notes

04 The new marketing model
Executive summary
The impact of technolls