Chris Horton – författare

Digital is more than just technology, it’s total business transformation. With the growing influence of marketing technology as a driver of change, this book provides a roadmap to business transformation through digital marketing. Digital is not a choice; it is a strategic imperative.The currency of this new book is integration: The integration of values and digital mindset with strategy and tactics -- This book will help executives and managers understand the direct impact of organizational values and digital mindset on digital marketing strategy and tactics, and why they must learn to seamlessly integrate values and mindset for competitive advantage in the digital age. The integration of mindset with culture, structure, and innovation -- Digital Transformation begins with the adoption of a digital mindset and the infusion of this mindset throughout the company culture. The transformed culture of continuous innovation will require changes in organizational design and structure. The integration of digital mindset with the customer experience -- To provide optimal customer experiences, organizations must learn how to view all initiatives through the lens of the always-on digital consumer. Adopting a digital mindset will help managers and executives lead the transition to customer-centric business models. The integration of customer experience into the marketing function, which is the essence of integrated digital marketing (IDM) -- It’s not enough to respond to your customer’s needs; you must listen to their feedback and actions and respond in a timely manner. IDM offers an overarching strategic framework for businesses enhance the customer experience at every stage of the buyer journey. The integration of broad data into business decision making and evaluation and the IDM process -- Broad data is meaningless unless it is made actionable through proper application. It is critically important to integrate customer data with digital marketing initiatives and offer strategies for refining data to improve its operational relevance and optimize marketing initiatives.The culmination of a successful IDM strategy leads the organization down the path to digitally driven business transformation. Digital disruption is hastening the integration of IT and marketing at all levels. Digital is a catalyst for organization-wide business transformation including culture, communications, and business processes. IDM provides the strategic framework for implementing a customer-centric approach throughout the organization.

'Compelling and important' - Rana Mitter, The Observer'Few books qualify as essential reading but Ghost Nation is one of them' - Clive Hamilton, bestselling co-author of The Hidden Hand'A thoughtful, illuminating exploration of Taiwan’s past and present as well as its possible future' - BooklistThe gripping story of Taiwan's rich past and precarious present from one of the country's top foreign correspondents. With all eyes on Ukraine and the Middle East, Taiwan is emerging as the next geopolitical tinderbox. Despite sitting at the heart of the tense relationship between China and the US, Taiwan’s history and its people have long been overlooked and misunderstood. In Ghost Nation, Taiwan-based journalist Chris Horton tells their stories and explores why this diplomatically isolated country has become such an important player on the world stage.As China’s military preparations continue apace, the stakes have never been higher. Perched precariously on the fault-lines of global power, the fate of this vibrant democracy and tech colossus will shape Asia’s future – either containing or facilitating China’s expansionist goals.Drawing from over a decade of living and reporting in Taiwan, and informed by interviews with everyday citizens, presidents and other key figures, Horton provides a panoramic view of this fascinating country. Ghost Nation will leave readers with a profound appreciation for Taiwan’s struggle for self-determination – and its pivotal role in our shared future.'Indispensable and timely' - Melissa Chan, Emmy-nominated international affairs correspondent'An unmissable account . . . Accessible, entertaining and immaculately researched' - Dr Jonathan Sullivan, co-author of Taiwan: A Contested Democracy Under Threat and former Director of the China Policy Institute

The gripping story of Taiwan's past and precarious present from one of Taiwan's top foreign correspondents. Following the war in Ukraine, all eyes have turned to Taiwan as the next possible geopolitical tinderbox. Yet while it lies at the epicentre of China and the USA's tense relationship, its story and its people go overlooked and misunderstood. In Ghost Nation, leading journalist Chris Horton will uncover why this disputed country has become so critical to the world's future.Drawing on over a decade of Horton's life and reportage in Taiwan, Ghost Nation unravels the complexity of this thriving democracy and technological powerhouse. Exploring the ghosts of Taiwan’s past, a history haunted by colonization and political turmoil, Horton interviews influential figures and everyday citizens to provide a panoramic view of this fascinating country. As Taiwan grapples with its identity and dreams of international recognition, this riveting and empathetic account will leave readers with a profound appreciation for Taiwan’s history and people.

The gripping story of Taiwan’s rich past and precarious present from the country’s top foreign correspondent, now with an updated afterword.‘Compelling and important’ – Rana Mitter, The Observer‘Few books qualify as essential reading, but Ghost Nation is one of them’ – Clive Hamilton, bestselling co-author of Hidden Hand‘A thoughtful, illuminating exploration of Taiwan’s past and present as well as its possible future’ – BooklistTaiwan is the geopolitical tinderbox of the twenty-first century, a nation whose fate directly impacts every major economy, every global political alliance and even the future of AI. Sitting at the heart of the great power struggle between China and the US, the country is the linchpin of the modern world – yet it remains profoundly misunderstood.From colonial outpost to a thriving democracy and global technological superpower, Taiwan’s journey is one of incredible resilience against 400 years of foreign rule. In Ghost Nation, veteran journalist Chris Horton draws on over a decade of first-hand reporting to provide a panoramic and compelling history. He exposes the fundamental weakness of China’s sovereignty claims and illuminates the strength of a nation forged by struggle.Ghost Nation is the essential account of a people fighting for their self-determination and democracy and the definitive guide to understanding the current threat to global order. The world’s stability rests on Taiwan’s survival.‘Indispensable and timely’ – Melissa Chan, Emmy-nominated international affairs correspondent‘An unmissable account . . . Accessible, entertaining and immaculately researched’ – Dr Jonathan Sullivan, co-author of Taiwan: A Contested Democracy Under Threat and former director of the China Policy Institute

Digital Marketing: Integrating Strategy, Sustainability, and Purpose, Second Edition, draws on the latest digital tactics and strategic insights to help students understand how to generate sustainable growth through digital integration. It provides a roadmap to adopt a digital mindset, incorporate digital trends strategically, and integrate the most effective tactics and tools with organizational core values to achieve competitive advantage.Retaining the popular integrated approach that introduces students to each concept as it becomes relevant to the digital marketing plan, this edition:Combines a strong theoretical foundation with practical insights and activities that give students a comprehensive understanding of how to implement a digital marketing strategy in a modern business environment striving for purposeIntroduces the Sustainable Marketing Normal, a values-driven marketing model for the digital age which incorporates the 6Ps of marketing (product, price, place, promotion, participation, and purpose) to grow customer loyalty and advocacy and achieve sustainable outcomes for all stakeholdersOutlines the key Drivers of Change and leading digital marketing trends that students must understand and incorporate to be future ready and drive business opportunitiesDemonstrates the impact of emerging technologies, such as virtual reality and augmented reality, on customers and other stakeholdersHighlights the concept of "network thinking," as an opportunity for marketers and organizations to engage in activities that create value through platforms and networksPresents critical insights on the importance of using data analytics to inform and drive digital activitiesIncorporates QR codes throughout the book, which link to the book’s companion website, Digital Marketing Resource Center, offering a truly interactive learning experienceUpdated examples, a broader set of case studies, and interactive exercises support students at all stages of digital literacy, making Digital Marketing, Second Edition, the go-to guidebook. An updated companion website, accessible at dmresourcecenter.com, also offers instructors a richer set of support material, including a test bank.