In an economy increasingly shaped by ecosystems rather than standalone firms, marketing must evolve beyond persuasion toward facilitation, collaboration, and co-creation.
Offering a comprehensive roadmap for marketers and business leaders to design, scale, and sustain platform-driven ecosystems, this book is your essential guide to mastering the art of platform-driven growth in today's digital economy. With cutting-edge marketing strategies, this book redefines how companies can thrive in a world where success depends not on what they own, but on what they connect.
Covering topics such as value co-creation, actor integration, and technology enablement, the author demonstrates how to leverage AI, IoT, and cloud computing to deliver personalized experiences and break industry rigidities. With detailed frameworks, real-world case studies, and actionable strategies, The Platform Playbook equips leaders to navigate regional complexities and build resilient ecosystems. This book is a must-read for those looking to cultivate adaptive, inclusive, and innovative marketing organizations.
Reihe
Sprache
Verlagsort
Verlagsgruppe
Springer International Publishing
Illustrationen
31
31 s/w Abbildungen
Approx. 220 p. 31 illus.
ISBN-13
978-3-032-08031-8 (9783032080318)
Schweitzer Klassifikation
Leeya Hendricks is a globally recognised marketing and growth leader, board advisor, and academic with a track record spanning CMO roles at Prytek, Delta Capita, and Rimm, and senior marketing leadership positions at Accenture, Gartner, IBM, and Oracle. A Chartered Marketer, Fellow, and Non-Executive Board Director of the Chartered Institute of Marketing, she holds a PhD in B2B platform ecosystems and value co-creation, with published research in leading journals and lectures at multiple universities, including as Adjunct Professor in International Business and Law at MCI, Management Centre Innsbruck.
As Managing Director of Hark Consultants and Executive Marketing Consultant, she advises on strategic programmes that drive business growth and scale through innovative marketing and communications strategy, digital and technology integration, and ecosystem development-particularly for tech, enterprise, SaaS, fintech, professional services, and private equity-backed firms.
The Platform Playbook draws on her academic and practical experience across enterprise and scale-up contexts to deliver a strategic roadmap for building platform-centric businesses that scale with purpose.
