Digital Marketing Strategy: Text and Cases - Brossura

Urban, Glen L.

Brossura

ISBN 10: 0131831771 ISBN 13: 9780131831773

Casa editrice: Pearson College Div, 2003

Riassunto

Digital Marketing Strategy emphasizes how digital technologies make marketing more effective because they allow for individual attention, better campaign management, and better product, marketing design, and execution. The book does not ignore the fundamental theories of marketing, but emphasizes their usefulness in developing a response to the threats and opportunities created by the Internet. It is organized around an easy-to-understand flow diagram for formulating marketing strategies: understand customer needs, formulate a strategy, implement the strategy, and build trust with customers. Digital technology discussed includes customer relationship management software, sales force automation, wireless technology, marketing automation software, and decision support systems. Case studies throughout the book illustrate real-life digital technology scenarios; they include: Mothernature.com, Dell, Insite, Terra Lycos, MarketSoft, OSRAM Sylvania, Logistics.com, Travelocity, and Citibank Online. For anyone pursuing a career in marketing; also for practitioners, marketing professionals, consultants, executive trainers and others employed in corporate training.

Su questo libro

Recensione

"Digital Marketing Strategy demonstrates that when buyers and sellers have equal access to key information, innovative business designs and value can be generated. There is much you can learn from studying the evidence found in this book." ― Vince Barabba, Retired from GM, General Manager, Corporate Strategy and Knowledge Development

Product Description

For advanced courses in Strategic Marketing, Marketing on the Internet, and Customer Relationship Management. The Internet and digital technology have changed how marketing is done. While the underlying principles of marketing remain the same, digital technologies provide new ways to improve the efficiency and effectiveness of strategic marketing activities. Digital Marketing Strategy: Text and Cases teaches new tools that make marketing more productive and emphasizes the usefulness of fundamental marketing theories in developing a response to the threats and opportunities created by the Internet.

Dettagli dell?edizione

• Editore: Pearson College Div
• Data di pubblicazione: 2003
• Lingua: Inglese
• ISBN 10: 0131831771
• ISBN 13: 9780131831773
• Rilegatura: Copertina flessibile
• Numero edizione: 1
• Numero di pagine: 300
• Contatto del produttore: non disponibile
• Persona responsabile: Riccardo Bacigalupo; riccardo.bacigalupo@sanoma.it; ; Sanoma Italia Via Arconati, 1 �; Milano; 20135; Italia