Internet World Guide to One-to-One Web Marketing
Build a Relationship Marketing Strategy One Customer at a Time
Published on 23. March 1998
Book
Paperback/Softback
XIV, 386 pages
978-0-471-25166-8 (ISBN)
Description
This is a "next-generation" marketing book that distinguishes itself from the introductory overview books on the shelf by zeroing in on a specific, customer-oriented marketing strategy that makes the most of current technologies. It is a comprehensive resource for understanding and applying the technologies, tools, products and solutions for one-to-one marketing on the Web. Case studies provide real-world examples of technologies such as push, personalization, telephone and A/V conferencing, interactivity, email, Web tracking and analysis tools, and Web community technologies (chat, games, Webisodes). In addition, this book covers how to integrate one-to-one Web marketing strategies with other systems and processes (such as databases and customer service and support), as well as privacy issues, and the future of one-to-one.
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Content
One-to-One Web Marketing Overview; One-to-One Web Interactivity; One-to-One E-Mail; One-to-One Web Site Personalization; One-to-One Push; One-to-One Community; One-to-One Web Presentation and Conferencing; One-to-One Advertising and Promotion; One-to-One Web Site Tracking; Integrating One-to-One Web with Other Marketing Systems and Processes; One-to-One Web Privacy; One-to-One Marketing Future; Index.