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Optimizing Digital Strategy

How to Make Informed, Tactical Decisions that Deliver Growth

Understand the choices facing leaders in the fast-changing world of technology-enabled business and discover how to resource the investments that are guaranteed to deliver growth.
    Paperback£19.99
    Ebook£16.66
    Print and ebook bundle£25.00
    Hardback£60.00
EAN: 9780749483722
Edition: 1
Published:
Paperback
Format: 234x156
248 pages
    About the book
    Table of contents
    Reviews
    Supporting resources

About the book

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

Christopher Bones

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.

More about Christopher Bones

James Hammersley

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.

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Nick Shaw

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.

More about Nick Shaw

<i><b>Optimizing Digital Strategy</b></i> successfully challenges the perception that more and more technology is the always answer - the organization is often the biggest barrier to online success and this book explores why and what to do about it. It's a commercial and engaging book that shows leaders how to improve performance. Full of useful frameworks and case examples, it sets out a structure with which leaders can assess their business and then focus on what needs to change to drive growth online.

Anna Rawling, Managing Director, Product and Portfolio Strategy, The Economist