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Markenorientierte digitale Transformation
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Die digitale Transformation beschftigt branchenbergreifend derzeit beinahe jedes Unternehmen, von der Automobilindustrie ber Versicherungen und Banken bis hin zu Medienunternehmen und Gesundheitsdienstleistern. Artur Mertens erffnet in seinem Buch eine neue Perspektive auf die zentrale Herausforderung vieler Organisationen in den kommenden Jahren. Er stellt einen Ansatz vor, der Zugang zum Thema der digitalen Transformation gibt und ber die Einflechtung der Marke in den Transformationsprozess Orientierung, Zuversicht und Akzeptanz ermglicht.
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