Internet World Guide to One-To-One Web Marketing: Build a Relationship Marketing Strategy One Customer at a Time - Brossura

Allen, Cliff; Kania, Deborah; Yaeckel, Beth

Brossura

ISBN 10: 0471251666 ISBN 13: 9780471251668

Casa editrice: John Wiley & Sons Inc, 1998

Riassunto

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.

Su questo libro

L'autore

CLIFF ALLEN is President of Allen Interactive, a Web development firm, and GuestTrack, Inc., a software development company specializing in Web site personalization. He has more than 20 years of experience in computer marketing and sales.

DEBORAH KANIA is Vice President of Sales and Marketing at GuestTrack, Inc., and an experienced Web marketer.

BETH YAECKEL is Vice President of Creative Services at Allen Interactive, with expertise in Web interface design, multimedia, interactive technologies, and Web personalization. Cliff Allen and Deborah Kania are authors of the Web Catalog Cookbook (Wiley).

Dalla quarta di copertina

Vists our Web site at www.wiley.com/compbooks/

Visit the companion Web site at www.1to1web.com.

The Internet World(TM)Guide to One–to–One Marketing companion Web site features:
∗ Web marketer′s online forum
∗ Case studies and business profiles
∗ Product reviews
∗ E–mail newsletter featuring regular updates

How to use your Web site to really connect with your customers and forge lasting relationships with them

One–to–one marketing is a revolutionary new strategy for building customer loyalty and generating repeat sales. As marketers the world over are discovering, the Web is an excellent medium for conducting a successful one–to–one marketing campaign. Now, in The Internet World(TM) Guide to One–to–One Web Marketing, top Internet marketing experts arm you with all the knowledge and skills you need to develop your own winning one–to–one Web marketing strategy.

Experts Allen, Kania, and Yaeckel get you up to speed on all the hot new Web technologies that marketers are using to forge lasting relationships, one customer at a time. With the help of case studies of some of the most successful one–to–one Web marketing initiatives, they show you exactly how those technologies are being employed to customize offerings and create dialogs with customers. They provide valuable lessons, tips, and guidelines on how to:
∗ Make the best technology selections for your budget and goals, and plan a successful one–to–one Web marketing initiative
∗ Build relationships with customers using personalization, push, interactivity, telephone and A/V conferencing, e–mail, virtual community, and other cutting–edge Web technologies
∗ Integrate one–to–one Web marketing strategies with other processes and systems, such as customer service and support and databases.

Dettagli dell?edizione

• Editore: John Wiley & Sons Inc
• Data di pubblicazione: 1998
• ISBN 10: 0471251666
• ISBN 13: 9780471251668
• Rilegatura: Copertina flessibile
• Lingua: Inglese
• Numero di pagine: 386