Digital Darwinism (eBook)

Professor Ralf T. Kreutzer is Professor of Marketing, Berlin School of Economics and Law and Marketing and Management Consultant. He worked as senior manager and managing director as Bertelsmann, Volkswagen and Deutsche Post.Karl-Heinz Land, Digital Darwinist and Evangelist, founder of Neuland Consult; is a renowned figure in the fields of Technology and Social Media Marketing with a 25-year international history as an entrepreneur and manager in IT-industry.

Foreword 8
Contents 12
The Authors 14
1: Why the Digital Revolution Is Challenging You and Why You Have to Act Now 16
2: Digital Darwinism and the Social Revolution: What Basic Needs of Man Represent the Fuel of the Revolution on the Part of th... 55
Article by Guest Author Dirk Ziems 82
3: Big Data and Technology: Drivers of the Information Revolution on the Part of the Companies and Accelerators of the Era of ... 90
4: How the Social Revolution Is to Be Managed 111
5: How Marketing Becomes the ROI Driver Within the Company 141
6: Confidence: The Latest Currency in Marketing and Management 158
Mom and Pop Store 3.0 162
7: Social CRM: The New Rules of the Game in Leading Customers 173
Article by Guest Author Wolfgang Merkle 195
8: Why Marketing Is Becoming a Service 203
Article by Guest Author Michael Buck 215
9: The Necessity of Change Management: Why Our Traditional Communication and Organizational Structures Are Becoming Obsolete 219
Article by Guest Author Erich Joachimsthaler 228
Article by Guest Author Clark N. Banach 252
Appendix 259
References 260
Further Reading 266