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Hendricks, Leeya
The Platform Playbook

The Marketer's Guide to Designing, Scaling and Leading Platform Growth.

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, this volume 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. XXIII,369 Seiten mit 32 Abb. und 15 Tab., gebunden (Palgrave Macmillan 2026) leichte Lagerspuren/unused, minor shelfwear