Marketing 2.0

Strategies for Closer Customer Relationships

AvGerald Corbae,Jacob B. Jensen

Häftad, Engelska, 2010

549 kr

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Beskrivning

The dynamic changes in the market and the competitive environment demand a reorientation of marketing strategies. This book analyses the enduring changes marketing is undergoing and present the four most important new concepts: Holistic brand management, customer relationship marketing, real-time marketing and multi-channel marketing.

Produktinformation

Utgivningsdatum:2010-12-15
Mått:155 x 235 x 9 mm
Vikt:254 g
Format:Häftad
Språk:Engelska
Antal sidor:154
Förlag:Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
ISBN:9783642055515

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Innehållsförteckning

Introduction: The New World of Marketing.- I: Challenges after the Internet Hype.- 1 E-Business Is Dead — Long Live E-Business!.- 2 Disruptive Technologies Are Changing Our Everyday Lives.- 3 The Unknown Customer.- II: Brave New Marketing World.- 4 Customer Experience — Holistic Brand Management.- 5 Customization — Customer Relationship Marketing.- 6 Contact — Real-Time Marketing.- 7 Channel — Multi-channel Marketing.- 8 Management Implications of Marketing 2.0.- About the Authors.- Directory of Key Words and Phrases.