Includes bibliographical references and index.

"It is easy for today's leaders to fall into the trap of the trendy technology associated with these initiatives--of designing "cool" systems that generate superficial results. But it is not the technology that makes these three initiatives so important, so promising and so misunderstood. It's that they have changed the way consumers behave, and it's only when these changes are understood and responded to from a business perspective that the potential of the BIG-SOCIAL-MOBILE enterprise can be realized. The premise of BIG-SOCIAL-MOBILE is that these three major business trends have the potential to improve enterprise performance significantly but only if they're implemented in a holistic fashion; and only if they're implemented to enhance and support what has traditionally made a business unique rather than to reinvent the company. The book offers an integrative process that has helped a wide range of companies connect these initiatives to each other and to their enterprise strategy, and one that has yielded transformative results--creating a truly BIG-SOCIAL-MOBILE enterprise"--