Handbook Digital Management

This comprehensive reference work explores the digital transformation of marketing and sales, with a particular focus on AI-driven innovation, and illustrates cutting-edge strategies through practical real-world examples.
In 48 contributions, experts from academia and industry examine the evolution of highly digitalized marketing and sales approaches, the applications of artificial intelligence and analytics, as well as other innovative technologies such as augmented reality and blockchain. They provide insights into topics including digital and AI-powered marketing platforms, highly personalized customer journeys, and the use of AI tools in sales.
A valuable compendium for managers, researchers, and students seeking a holistic understanding of marketing, sales, and technology, and aiming to actively shape the future of their commercial activities.

Complementing this volume, Handbook Digital Management, Volume 1 : Digital Business Management and Sustainable Transformation, Volume 2 : Digital Marketing and Sales.

The Content

• Digital and Sustainable Transformation of Marketing and Communications
• Marketing Automation through AI and Analytics
• Applications of Blockchain and the Immersive Web in Marketing
• Leveraging Digital Platforms, Customer Journeys, and AI-Powered Tools in Sales

The Editors

Prof. Dr. Stefan Detscher is Managing Director of the Digital Business Institute & School at Nürtingen-Geislingen University (HfWU).

Prof. Dr. Michael Hepp is Professor of International Management and Strategy at Furtwangen University (HFU) and Co-Founder and Managing Director of SpeedlaneX, an AI company. 

The translation was done with the help of artificial intelligence. A subsequent human revision was done primarily in terms of content.

This book is a translation of an original German edition. The translation was done with the help of artificial intelligence (machine translation by the service DeepL.com). A subsequent human revision was done primarily in terms of content, so that the book will read stylistically differently from a conventional translation.