Successful Management in the Digital Age

by John Harte

Overview

Successful Management in the Digital Age examines key factors for success in today's business environment—finding markets, being vigilant for new trends and changes, exploiting opportunities, and overcoming obstacles. While acknowledging the benefits of technological advances in some areas, John Harte shows how artificial intelligence is limited and often imperfect. Becoming thoughtlessly dependent on it may replace the far more rewarding benefits of human ingenuity, creativity and innovation. For Harte, organizational complacency is one of the prime causes of business inertia. It often results from past successes that create an illusion of wisdom and invulnerability which blinds leaders to warning signs. De-industrialization is just one example of a movement that led to the present market stagnation. Harte reminds executives and entrepreneurs of the basic formula for success in any business—producing a product or service that people want, and providing it at the right time for the right price, in order to make a suitable profit. He warns us to resist temptations of the digital era, such as automation that results in over-production and market saturation, outsourcing that risks losing customers, and losing control of brands and markets by needless offshoring.

Product Details

ISBN-13:	9781412863247
Publisher:	Transaction Publishers
Publication date:	03/30/2016
Pages:	316
Product dimensions:	6.00(w) x 9.00(h) x (d)

About the Author

John Harte is a former director general of the Canadian Institute of Marketing. He worked in South Africa for J. Walter Thompson, the global advertising and marketing agency, for whom he advised the Unilever Group of Companies, and was the vice-president of marketing for General Electric's domestic appliance division.

Table of Contents

Contents1 Introduction2 Taking Stock: A Reality Check3 Untapped Potential4 Strategic Management5 Integrated Marketing and Its Enemies6 Managing, Leadership and Entrepreneurship7 Advertising and Communications8 How Words Sell Billions of Goods and Services9 Pictures That Sell Goods and Services10 The Value of Branding and Marketing11 Removing Uncertainty and Ambiguity12 Creative Thinking and Reasoning13 Motivation and Its Antithesis14 Influencing Sales and Perpetrating Frauds15 Selling Is a Psychological Process16 Knowing and Understanding17 Facts and Figures18 The Law of Unintended ConsequencesAcknowledgmentsAbout the AuthorNotesIndex