Toolbox Digital Business

Leadership, Business Models, Technologies and Change

Author: Ralf T. Kreutzer Series: Management for Professionals

This book provides important guidelines for the digital transformation process and shows how established companies in particular can use digitization for their strategic further development.

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Summary

This book provides important guidelines for the digital transformation process and shows how established companies in particular can use digitization for their strategic further development.

Description

This book provides important guidelines for the digital transformation process and shows how established companies in particular can use digitization for their strategic further development. It highlights developments in IT and data management, supported by AI, and analyzes how marketing, sales, HR, the corporate organization and controlling must be transformed in the digital age in order to take advantage of these new opportunities as early and comprehensively as possible. The tools offered in this book will support companies in actively shaping the change.

About the Author

Ralf T. Kreutzer is a Professor of Marketing at the Berlin School of Economics and Law (Berlin, Germany). He was previously a Bertelsmann manager, and later a managing director at Volkswagen and Deutsche Post/DHL. He is also an active consultant, coach and trainer. Apart from research publications, he has published more than 50 books on marketing and management topics.