Item description for Marketing 2.0: Strategies for Closer Customer Relationships by Gerald Corbae, Jacob B. Jensen & Dirk Schneider...
The dynamic changes in the market and the competitive environment demand a reorientation of marketing strategies. Developing and cultivating direct customer relationships and building customer trust are becoming key success factors. With new technologies such as broadband internet and mobile communication, companies are able to create closer dialogs with key customers. These new technologies will have far-reaching consequences for marketing, sales and customer service. 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. The text is accompanied by selected case studies from all over the world.
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Est. Packaging Dimensions: Length: 0.5" Width: 6" Height: 9.5" Weight: 0.9 lbs.
Release Date Sep 10, 2003
ISBN 3540002855 ISBN13 9783540002857
Availability 0 units.
More About Gerald Corbae, Jacob B. Jensen & Dirk Schneider
Reviews - What do customers think about Marketing 2.0: Strategies for Closer Customer Relationships?
A little bit buzz, outdated and so so CRM/marketing book Mar 4, 2006
As there is no table of content for it on this site and so I would like to take the priviledge to type it here for you.
Part 1. Challenge after the Internet Hype Ch1. E-Business is dead - Long live e-business! Ch2. Disruptive Technologies are changing our everyday lives Ch3. The Unknown Customer Part 2. Brave New Marketing World Ch4. Customer Experience - Holistic Brand Management Ch5. Customization - Customer Relationship Marketing Ch6. Contact - Real-time Marketing Ch7. Channel - Multi-channel Marketing Ch8. Management Implications of Marketing 2.0 (An interview with Prof. Roland Berger)
Time flies, so as advancement of IT. Naturally this 2001 German book published in English in 2003 seems a little bit obsolete today. However, I must praise the authors for their accurate and realistic forecast of their future world instead of painting a sci-fi movie picture. Moreover, the abundannce (33) of figures/graphs do add points to it. Nevertheless, I must complain that the book title "marketing 2.0" is gimmicky and something addressing eCRM/loyalty is definitely a much more suitable. In short, simply a so so CRM/marketing book. It wont be a loss if you give it a pass.