Articoli correlati a Promiscuous Customers: Invisible Brands

Promiscuous Customers: Invisible Brands - Brossura

Bayler, Michael

 
9781841121598: Promiscuous Customers: Invisible Brands
Brossura
ISBN 10: 1841121592 ISBN 13: 9781841121598
Casa editrice: John Wiley & Sons, 2001

Sinossi

Das Internet ist unaufhaltsam auf dem Vormarsch. "Promiscuous Customers" ist ein praktischer und solider Leitfaden für die Gründung eines E-Business. Behandelt werden alle Fragen rund um die Strategieauswahl, Spezifikation, Planung und Implementierung. Das Buch bietet aber nicht nur Einblicke, sondern liefert auch das nötige Handwerkszeug für eine vertrauensvolle und flexible Unternehmensführung für die nächste Welle des E-Business.
Diskutiert wird ein breites Spektrum an Schwerpunktthemen, wie z.B. die Analyse von Kundenwünschen über alle Kanäle, die Anpassung an einen multi-kulturellen und mehrsprachigen Markt und die kritische Betrachtung der neuen Geschäftsmodelle und ihrer Zukunftsaussichten. "Promiscuous Customers" ist ein ausgesprochen praxisorientiertes Buch. Es greift ausschließlich auf die Erkenntnisse und Erfahrungen von Experten aus der Praxis zurück (Theoretiker kommen hier nicht zu Wort!) und bietet ein ausgewogenes Verhältnis von theoretischer Darstellung und praktischer Anwendung. Die Autoren gehören zu Europas erfahrensten E-Strategen.

Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

Informazioni sull'autore

MICHAEL BAYLER came into digital media in 1991 following a marketing career in entertainment in Europe, Asia, and the US. He held senior positions in electronic publishing and brand consulting, and founded a digital production company in 1996, prior to forming The e-Value Partnership with David. Mike specialises in marketing, communications and brand strategy for digital markets.

DAVID STOUGHTON made the transition from television production to digital media in 1989, becoming operations director of AIM, one of the first UK new media agencies. He established his own consultancy, DSA, in 1996. David has formal training in project and technology management, and has consulted on an extensive range of large digital projects.

Mike and David founded The e-Value Partnership in early 1999, to advise senior management on strategy and planning for digital business.

Dalla quarta di copertina

What's wrong with the Internet?

Customers on today's "Commoditised Internet" expect unprecedented levels of service: they are fickle and promiscuous.
Traditional branding makes matters worse, in a trading environment that is unsentimental and unforgiving.
If the interaction between customer and brand is unsatisfactory, the problems for business are far worse: the transparency of the market commoditises everything.

These are the causes of the near-collapse of business on the Internet. So how can we bring together value for the on-line customer with value for the enterprise, to create the profitable, sustainable business models of tomorrow? Michael Bayler and David Stoughton, two of Europe's most innovative strategic thinkers, deliver a sophisticated paradigm, the Marketspace, and a practical methodology, Modal Analysis, for businesses to build their future roles on a foundation of clear customer value.

Bayler and Stoughton turn today's philosophy of failure on its head, with critical new insights, such as:

"Stickiness" and "compelling content" are red herrings; meaning and trust are the two building blocks for customer satisfaction and loyalty.
Content is anything but King& the book rediscovers and defines the true value of information in digital trade.
On-line brands, far from being controllable corporate assets, are out-of-control, and visible.
The old mantras of channel, device and bandwidth make way for the new enablers: P2P, XML, mobile, always on and automation.
"Mind share" is redundant; automated digital services deliver the new Unconscious Loyalty, exposing e-CRM as a mere distraction.

Pulling no punches, telling you what went wrong and how to get it right next time, Promiscuous Customers: Invisible Brands is the new bible for success in digital markets.

Dal risvolto di copertina interno

What's wrong with the Internet?

Customers on today's "Commoditised Internet" expect unprecedented levels of service: they are fickle and promiscuous.
Traditional branding makes matters worse, in a trading environment that is unsentimental and unforgiving.
If the interaction between customer and brand is unsatisfactory, the problems for business are far worse: the transparency of the market commoditises everything.

These are the causes of the near-collapse of business on the Internet. So how can we bring together value for the on-line customer with value for the enterprise, to create the profitable, sustainable business models of tomorrow? Michael Bayler and David Stoughton, two of Europe's most innovative strategic thinkers, deliver a sophisticated paradigm, the Marketspace, and a practical methodology, Modal Analysis, for businesses to build their future roles on a foundation of clear customer value.

Bayler and Stoughton turn today's philosophy of failure on its head, with critical new insights, such as:

"Stickiness" and "compelling content" are red herrings; meaning and trust are the two building blocks for customer satisfaction and loyalty.
Content is anything but King& the book rediscovers and defines the true value of information in digital trade.
On-line brands, far from being controllable corporate assets, are out-of-control, and visible.
The old mantras of channel, device and bandwidth make way for the new enablers: P2P, XML, mobile, always on and automation.
"Mind share" is redundant; automated digital services deliver the new Unconscious Loyalty, exposing e-CRM as a mere distraction.

Pulling no punches, telling you what went wrong and how to get it right next time, Promiscuous Customers: Invisible Brands is the new bible for success in digital markets.

Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.

Editore
John Wiley & Sons
Data di pubblicazione
2001
Lingua
Inglese
ISBN 10 
1841121592
ISBN 13 
9781841121598
Rilegatura
Copertina flessibile
Numero di pagine
280
Contatto del produttore
non disponibile
Persona responsabile
Wiley-VCH GmbH
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