Everywhere

Larry Weber 지음

Wiley 2011년 02월 23일 출간

작품소개

책소개

Put digital business strategy at the center of your businessWelcome to the social media age. Although its impact was first felt in the marketing department, the social web is spreading across all business functions, impacting the way they communicate, operate, organize, and create value. A comprehensive digital strategy is essential for businesses hoping to build this new form of competitive advantage.Everywhere explains how to put your digital strategy at the center of how your organization communicates, operates, organizes itself, and creates value.Develop a comprehensive digital strategy for your organizationPut your online business strategy at the center of your customer's experience, and at the heart of everything you doLarry Weber's W2 Group is helping companies like Sony, IBM, Harvard Pilgrim Health Care, and the government of Rwanda, craft new online business strategiesThe Web is not just another marketing channel. Put social media, email, Web, and other digital interactions Everywhere in your business, and make digital business strategy the heart of your thriving enterprise.

목차

Acknowledgments.Preface.Introduction.PART I: THE EVOLVING SOCIAL WEB.Chapter One: The Social Enterprise: A New Source of Competitive Advantage.PART II: ON BECOMING A SOCIAL ENTERPRISE.Chapter Two: Toward a Comprehensive Digital Business Strategy.Chapter Three: Building Enterprise-Wide Engagement Capability.Chapter Four: Developing a Digitally Driven Company: Culture, Structure, and Leadership.PART III ACROSS THE BUSINESS UNIVERSE.Chapter Five: Marketing, Sales, and Service, Step 1: Organize Around Customer Engagement.Chapter Six: Marketing, Sales, and Service, Step 2: Converse with Your Customers.Chapter Seven: Innovation: Commit to Openness, Speed, and Crowds.Chapter Eight: Strategy Execution: Capitalize on What Your Organization Already Knows.Chapter Nine: Human Capital: Expect Real-Time Resumes and Create a Twenty-First CenturyWorkplace.PART IV THE FUTURE OF THE SOCIAL ENTERPRISE.Chapter: Ten Next.Notes.Index.

작가정보

저자(글) Larry Weber

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LARRY WEBER is the author of Marketing to the Social Web (Wiley) and chairman of W2 Group, a digital ecosystem of marketing services companies that includes Digital Influence Group, a full-service digital marketing agency that is social media at its core, and Racepoint Group, a global public relations agency. Weber previously founded Weber Shandwick, the world's largest PR firm. He is the cofounder and Chairman of the Board of Directors of the Massachusetts Innovation Technology Exchange, the largest interactive advocacy organization in the world.