Book tip: "Digital business management
In the age of digital transformation, both internal and external communication play a key role in companies. A new book provides the expertise needed to understand digital media as a means of communicating with internal and external stakeholders and to use them effectively.
In the age of digital transformation, both internal and external communication play a key role in companies. After all, knowledge management is now a decisive factor for competitiveness even more than production management. This book provides those responsible in companies with the know-how to understand and make excellent use of digital media as a means of communication with internal and external communication partners.
In their contributions, the authors shed light on digital transformation for various management areas in the company: Project Management, Reputation and Marketing Communications, Value Chain Management and Human Resources Management. While digital networking makes coordination in project management much easier, as employees do not have to be on site, the possibilities of the Internet with social networks and platforms are revolutionizing marketing communication. Not only does the reach of marketing activities increase enormously, for example through processes such as seeding, but the targeting of activities can also be increased through search engine optimization (SEO) or content marketing.
In value chain management, communication via digital channels can, above all, optimize processes and improve access to information. HR managers can optimize their recruiting by relying on online video recruiting, for example. Electronic management of personnel files also offers optimization potential. Topics include, for example: connected commerce, performance marketing, mobile marketing, newsletter marketing, seeding, affiliate marketing, SEA or digital HR.
Theoretically sound and always close to practice, the authors present approaches with which digital communication in companies can be designed not only in line with the times, but also effectively. A book for those responsible in companies who want to further develop their management and rely on the possibilities of digital communication to do so.
Digital business management Communication strategies for excellent management
Editors: Prof. Dr. Anabel Ternès, Marco Englert
Publisher: Springer Fachmedien Wiesbaden
Print ISBN: 978-3-658-23052-4
Electronic ISBN: 978-3-658-23053-1
