Ebook: Marketing 2.0: Strategies for Closer Customer Relationships
- Tags: Marketing, Management/Business for Professionals
- Year: 2003
- Publisher: Springer-Verlag Berlin Heidelberg
- Edition: 1
- Language: English
- pdf
The dynamic changes in the market and the competitive environment demand a reorientation of marketing strategies. Developing and cultivating direct customer relationships and building customer trust are becoming key success factors. With new technologies such as broadband internet and mobile communication, companies are able to create closer dialogs with key customers. These new technologies will have far-reaching consequences for marketing, sales and customer service. This book analyses the enduring changes marketing is undergoing and present the four most important new concepts: Holistic brand management, customer relationship marketing, real-time marketing and multi-channel marketing. The text is accompanied by selected case studies from all over the world.
The dynamic changes in the market and the competitive environment demand a reorientation of marketing strategies. Developing and cultivating direct customer relationships and building customer trust are becoming key success factors. With new technologies such as broadband internet and mobile communication, companies are able to create closer dialogs with key customers. These new technologies will have far-reaching consequences for marketing, sales and customer service. This book analyses the enduring changes marketing is undergoing and present the four most important new concepts: Holistic brand management, customer relationship marketing, real-time marketing and multi-channel marketing. The text is accompanied by selected case studies from all over the world.
The dynamic changes in the market and the competitive environment demand a reorientation of marketing strategies. Developing and cultivating direct customer relationships and building customer trust are becoming key success factors. With new technologies such as broadband internet and mobile communication, companies are able to create closer dialogs with key customers. These new technologies will have far-reaching consequences for marketing, sales and customer service. This book analyses the enduring changes marketing is undergoing and present the four most important new concepts: Holistic brand management, customer relationship marketing, real-time marketing and multi-channel marketing. The text is accompanied by selected case studies from all over the world.
Content:
Front Matter....Pages I-VI
Introduction: The New World of Marketing....Pages 1-8
Front Matter....Pages 9-10
E-Business Is Dead — Long Live E-Business!....Pages 11-21
Disruptive Technologies Are Changing Our Everyday Lives....Pages 23-41
The Unknown Customer....Pages 43-56
Front Matter....Pages 57-58
Customer Experience — Holistic Brand Management....Pages 59-76
Customization — Customer Relationship Marketing....Pages 77-94
Contact — Real-Time Marketing....Pages 95-115
Channel — Multi-channel Marketing....Pages 117-134
Management Implications of Marketing 2.0....Pages 135-145
Back Matter....Pages 147-151
The dynamic changes in the market and the competitive environment demand a reorientation of marketing strategies. Developing and cultivating direct customer relationships and building customer trust are becoming key success factors. With new technologies such as broadband internet and mobile communication, companies are able to create closer dialogs with key customers. These new technologies will have far-reaching consequences for marketing, sales and customer service. This book analyses the enduring changes marketing is undergoing and present the four most important new concepts: Holistic brand management, customer relationship marketing, real-time marketing and multi-channel marketing. The text is accompanied by selected case studies from all over the world.
Content:
Front Matter....Pages I-VI
Introduction: The New World of Marketing....Pages 1-8
Front Matter....Pages 9-10
E-Business Is Dead — Long Live E-Business!....Pages 11-21
Disruptive Technologies Are Changing Our Everyday Lives....Pages 23-41
The Unknown Customer....Pages 43-56
Front Matter....Pages 57-58
Customer Experience — Holistic Brand Management....Pages 59-76
Customization — Customer Relationship Marketing....Pages 77-94
Contact — Real-Time Marketing....Pages 95-115
Channel — Multi-channel Marketing....Pages 117-134
Management Implications of Marketing 2.0....Pages 135-145
Back Matter....Pages 147-151
....