A comprehensive concept of global marketing is developed and global marketing philosophy is outlined. Global marketing is far more than standardising communication activities. On the one hand, the globalising philosophy has an influence on the marketing mix as a whole; on the other, global...

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.