Beyond "e": 12 Ways Technology is Transforming Sales & Marketing - Hardcover

Diorio, Stephen

Hardcover

ISBN 10: 0071376496 ISBN 13: 9780071376495

Publisher: McGraw-Hill, 2001

The dizzying barrage of new marketing technologies is leading to confusion, the rule of “hype,” and bad marketing investments and decisions. Beyond "e" is designed to help sales and marketing executives look beyond current e-business fads to understand the fundamentals that will distinguish sales and marketing leaders in the future. The book provides a blueprint for using advances in technology—including but not limited to the Web—to get more marketing power for less money.

Drawing on case studies from leading marketers such as IBM, Eastman Chemical, eBay, CitiGroup, GM, Dell and many others, author Stephen Diorio explains how sales and marketing leaders can:

* Identify where technology can help them grow their businesses faster and get more mileage out of their sales and marketing dollars;
* Develop an action plan to take action today and create competitive advantage tomorrow;
* Anticipate the dramatic changes technology will bring to traditional marketing operations, marketing channels and customers in the coming decade.

The winning strategies in Beyond "e" are based on original best practices research and interviews with thousands of customers and sales and leading marketers, and technology trend analysis from the META Group—the leading IT advisory firm.

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From the Back Cover:

If E-Commerce Isn't A Silver Bullet, What Is? How to Use CRM Tools, Interactive Marketing, Online Marketplaces and Other New Technologies to Drive Revenue Growth

Five years into the "e-business revolution" most businesses are still struggling to harness the power of new marketing technologies and stretch their sales and marketing dollars. Beyond 'e' will help sales and marketing executives see through the smoke of current e-business fads to understand the fundamentals of marketing strategy, and how to apply them in the midst of powerful and confusing new technologies. Beyond 'e' reveals how leading-edge businesses��from IBM, Eastman Chemical, e-Bay, Citigroup, Dell, and others��use cutting edge technology to to improve everything from sales force efficiency to brand management and email marketing.

Based on thousands of interviews with sales and marketing managers in Global 2000 companies, this essential guide to smarter marketing through technology covers:

Ways to repackage or redesign products for Web-based distribution channels
New approaches for managing an ever-expanding number of third-party distribution channels
Ways to transform your call center from a phone-answering department to a high-impact sales team

Beyond "e" explains the benefits of today's complex technologies in language anyone can understand, and reveals what marketing executives must do over the short- and long-term to master today's technologies��and win customers.

"Beyond "e" hits home on the emerging theme of sales force effectiveness, and looks beyond the e-business fads that have burned many managers. It's a tactical handbook for anyone struggling with the fundamentals of using technology to maximize their sales and marketing efforts."

--Don Peppers, President, Peppers and Rogers Group

"Beyond e goes beyond the typical marketing fluff. We began implementing these ideas immediately"
��Robert Stagno, Vice President of Worldwide Direct Marketing, IBM

"...An outstanding blend of strategic insights and pragmatic
advice."
��Dale Kutnick, CEO of The META Group

"How will sales and marketing executives survive the next technology cycle? How can we turn technology chaos into advantage? What are the best opportunities to take right now? This book will help you answer those questions for your organization, using strategies based on the innovations and forward thinking of some of America's top companies..."
��From the Foreword

Technology has transformed the ways that marketers must approach operations, channels, and customer bases ... and changes in the next decade will be even more dramatic. Beyond "e" shows marketing managers how to successfully blend current and future technologies into their existing marketing strategies, broadening their marketing reach while simultaneously focussing on the wants and needs of particular groups and even individual customers.

Each of the book's twelve chapters outlines how technology will impact a particular aspect of sales and marketing, laying out specific management strategies for taking advantage of these opportunities. Based on research conducted by IMT Strategies, Beyond "e"provides insightful analyses and hands-on recommendations, including:

Branding strategies to meet the changing needs of online buyers
How to integrate interactive direct marketing tools into existing marketing mixes
Six fundamental ways that networks will revolutionize the flow of information
Techniques for mastering customer service delivery across many channels
Seven short-term tactics to protect margins and boost market share
How to maximize new, technology-enabled, peer-to-peer networking systems
Ways to transform call centers into strategic traffic cops
Strategies to organize around customers and processes, instead of products and business units

Far too often, successful marketing and business strategies are squeezed and distorted to make them fit into flashy new technologies. Beyond 'e' puts the cart once again before the horse, providing new tools to support rather than replace current selling approaches and showing marketers how to use today's exciting web-based technologies to create solidly constructed, effective, and powerful marketing programs.

About the Author:

Stephen Diorio is founder and president of IMT Strategies, a leading sales and marketing strategy firm. A former marketing executive with Citicorp and GE, Diorio is a popular speaker and established authority on sales and marketing strategy.

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