New Economy Expression
Redefining Marketing in the Multichannel Age
1st Edition
Published on 28. June 2001
Book
Paperback/Softback
X, 278 pages
978-0-471-50008-7 (ISBN)
Description
Providing a unique approach to Internet marketing, this book first looks at the Internet as a means of marketing then moves on to explore how such activity can be integrated into traditional marketing strategies. Readers will learn how aspects of online activity such as e-mail and CRM websites can help different kinds of marketing efforts. Ultimately, this will lead to profitable strategies built around the integration of old and new approaches.
More details
Series
Edition
1., Aufl.
Language
English
Place of publication
Chichester
United Kingdom
Publishing group
John Wiley and Sons Ltd
Target group
College/higher education
Professional and scholarly
Illustrations
Illustrations
Dimensions
Height: 21.5 cm
Width: 13.6 cm
Weight
350 gr
ISBN-13
978-0-471-50008-7 (9780471500087)
Schweitzer Classification
Person
DAVID MERCER is Senior Lecturer at Europe's largest Business School, at the Open University (OU). David directs the Futures Observatory and also chairs the team responsible for the e-commerce elements of the OUBS Masters programmes.
David has worked in the area of e-commerce for more than three decades, including 15 years at IBM. His previous career included brand and marketing management for a range of multinationals in the consumer goods sector and general management in the manufacturing and retail sectors. Most recently, he has also advised organisations and international bodies overseas including the European Commission and UNESCO, as well as government bodies such as the DTI.
David is author of a number of key books, ranging from internationally recognised texts for MBA students to popular texts for practitioners and managers in general.
David has worked in the area of e-commerce for more than three decades, including 15 years at IBM. His previous career included brand and marketing management for a range of multinationals in the consumer goods sector and general management in the manufacturing and retail sectors. Most recently, he has also advised organisations and international bodies overseas including the European Commission and UNESCO, as well as government bodies such as the DTI.
David is author of a number of key books, ranging from internationally recognised texts for MBA students to popular texts for practitioners and managers in general.
Content
E+Synergy. Controlled Anarchy: The Background to e-Commerce. Genuine Customer Partnership: Customer Relationship Management (CRM). Global Hide and Seek. New Marketing Theories for Old? Product/Service Decisions. Pricing or Promotion? Services in e-Commerce. The e-Retail Model. How Do You Make Money? Business-to-Business (B2B). Future Developments. Conclusion. Bibliography. Index.