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Full Description
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.
Contents
Part 1: Foundations of Platform Ecosystems and Value Co-Creation.- Chapter 1: The Evolution of Marketing in Platform Ecosystems.- Chapter 2: Marketing Leaders as Drivers of Co-Creation.- Chapter 3: Foundations of Platform Ecosystem.- Chapter 4: Bridging the Gap - Aligning CMOs and CEOs for Platform Growth.- Chapter 5:The Power of Ecosystems in Value Co-Creation.- Part 2: Core Mechanics of Value Creation and Engagement.- Chapter 6: Key Players in Platform Ecosystems.- Chapter 7: Building Partnerships - The Role of Complementors.- Chapter 8: Overcoming Barriers in Institutionalised Markets.- Chapter 9: Leveraging Actor Engagement in the Digital Era.- Chapter 10: Building Trust and Collaboration in Digital Ecosystems.- Part 3: Strategic Frameworks for Platform Growth.- Chapter 11: Stimulating Engagement Through Platforms as a Service.- Chapter 12: Community-Building Strategies for Marketers.- Chapter 13: Using Engagement to Drive Value Co-Creation.- Chapter 14: Value Co-Creation - The New Marketing Currency.- Chapter 15: Reciprocal Resource Integration in Ecosystems.- Part 4: Technology as a Catalyst.- Chapter 16: Using Technology to Foster Co-Innovation.- Chapter 17: Case-Studies - Successful Value Co-creation in Fintech.- Chapter 18: Challenges and Opportunities for Marketers.- Chapter 19: Breaking Industry Rigidity Through Innovation.- Chapter 20: Strategies to Overcome Resistance in Marketing Ecosystems.- Part 5: Scaling and Structuring for Regional and Global Growth.- Chapter 21: Platforms as a Disruptor - Insights from Asset Management.- Chapter 22: Plug-and-Play Solutions for Agility and Scalability.- Chapter 23: The Role of Leadership in Driving Change.- Chapter 24: Marketing Platforms with Complementors.- Chapter 25: Collaboration Strategies for Platform Growth.- Chapter 26: Regional Strategies for Legitimacy and Expansion.- Part 6: Future-Ready Platform Strategies.- Chapter 27: Using Resource Integration to Amplify Scale.- Chapter 28: Unlocking Future Marketing Potential - The Interplay of Actor Engagement and Co-Creation.- Chapter 29: Advanced Marketing Strategies for Platform Ecosystems.- Chapter 30: Emerging Trends in AI, IoT, and Cloud Computing for Marketers.- Chapter 31: Designing a Scalable Platform-Driven Marketing Strategy for Sustainable Growth.
