书目详细信息
： Always on :
书目信息 机读格式(MARC)
| ISBN： | 9781472447791 (hbk.) |
|---|---|
| ISBN： | 1472447794 (hbk.) |
| 编目源： | DLC DLC CIBTC |
| 个人名称： | Overland, Arve Peder. |
| 题名： | Always on : digital brand strategy in a big data world / by Arve Peder Overland Partner ID Management, Oslo, Norway. |
| 索书号： | F713.36/O96E |
| 出版发行项： | Farnham, Surrey ; Burlington : Gower Publishing, [2014] |
| 载体形态： | xi, 279 p. ; ill. : 23 cm. |
| 书目附注： | Includes bibliographical references and index. |
| 格式化内容附注： | 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. |