Allgemeine Grundlagen des Marketings -- Marketing-Planung und Marketing-Forschung -- Marketing-Ziele -- Marketing-Strategie -- Marketing-Instrumente -- Entwicklung einer geschlossenen Marketing-Konzeption -- Marketing-Controlling -- Marketing-Organisation.

1. Background and the necessity to build a Digital Business Leadership -- 2. Eight areas of action to build a Digital Business Leadership -- 3. Change management - shaping change successfully -- 4. Best Practices in building a Digital Business Leadership -- 5. Beginning is the most difficult -...

Chapter 1. The world in transition -- Chapter 2. Analysis and design of a digital business performance -- Chapter 3. Eight fields of action for building digital excellence -- Chapter 4. Change management – shaping change processes successfully.