Includes bibliographical references (pages 234-236) and index.

The seismic impact which digital continues to have on the world is, in reality, still in its infancy. Building Digital Culture argues that what this means for businesses in general, and marketers in particular, is that the digital developments we're faced with today haven't had the same gestation period as past technologies. The consequence of this pace is that much focus - be that in research, writing or management consulting - has tended to be on tactical or short-term aspects of digital marketing, whereas our reality is that the issue is now about marketing in a digital world.It is therefore critical for organisations to implement a permeating, far-seeing digital culture that embraces change and transformation. Building Digital Culture includes interviews from senior practitioners from major corporations such as BMW, LinkedIn, Twitter and Deloitte to share how digital culture has been established at these organisations, and the impact it has had on business practice and ROI. Supported by discussion of the Digital Capability Framework, Building Digital Culture offers readers a practical guide to establishing and maintaining their own unique, successful digital culture.

SACFinal081324