Optimizing Digital Strategy: How to Make Informed, Tactical Decisions that Deliver Growth

Bones, Professor Christopher; Hammersley, James; Shaw, Nick

ISBN 10: 074948781X / ISBN 13: 9780749487812

Published by Kogan Page, 2018

About this Item

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Bibliographic Details

• Title: Optimizing Digital Strategy: How to Make Informed, Tactical Decisions that Deliver Growth
• Publisher: Kogan Page
• Publication Date: 2018
• Language: English
• ISBN 10: 074948781X
• ISBN 13: 9780749487812
• Binding: Hardcover
• Condition: New

About this title

Synopsis

Optimizing Digital Strategy explores the choices facing organizations in the rapidly changing world of technology-enabled business. From performance marketing through to personalization, on-demand retailing and AI, this book maps out commercial and customer-focused challenges and explains how leaders can get the most out of their digital strategies. Rather than rushing headlong into adopting the latest digital platforms, tools and technologies, the book challenges leaders to step back from the demands for constant investment in new technology and drive better returns from existing assets.

Presenting a sustainable model of e-commerce that is appropriate to any individual organization's needs, Optimizing Digital Strategy addresses the repetitive dilemma between even more investment in technology and the need to improve margins and grow revenue. Illustrated by the authors' own digital work for global brands such as The Economist, Sky, O2, Regus, the Financial Times, Lidl and L.K.Bennett, this book shows how to balance the need to remain competitive, fully deliver customer expectations, and put resources behind investments that will deliver the best return.

About the Authors

Professor Chris Bones is an established thought leader in People, Organisation Strategy and Change and a widely acclaimed, award winning author. He has over thirty years experience in senior leadership positions working with such companies as Diageo, Cadbury, Schweppes and Shell. Appointed the first non-academic Principal of Henley Business School in 2004 he is now Dean Emeritus at Henley, Professor of Creativity and Leadership at Manchester Business School and Visiting Professor at the University of Aberdeen.

James Hammersley founded Good Growth with Chris Bones, an innovative digital change consultancy, whose clients include Bupa, The Open University, Barclays Connector and O2 among others. Having worked on introducing digital performance to large organisations including Apple he has witnessed first hand the potential of digital to transform how we list to and respond to customers.

Nick Shaw is Director of Digital for Good Growth. He has over 10 years of experience in leading and helping a variety of organizations to improve their sales effectiveness and innovation performance.