This four stage customer-centric framework shows readers how to use the Internet to create intense and profitable relationships with their customers. In addition to comprehensively discussing the key levers that marketers can use to create relationships, the authors focus on two primary forces that the Internet brings to marketing the Individual and Interactivity - detailing how these forces influence key marketing levers and how these forces can be leveraged to create intense relationships with customers.
"synopsis" may belong to another edition of this title.
·Customer-centric framework focuses on using marketing levers to create intense and profitable relationships with customers.
·Integration of Marketing Program (ch14) discusses which marketing tools and levers are best suited to achieve the desired outcomes and how tactical elements need to work in concert to maximize market impact.
·Design of the Marketing Program (ch15 ) gives an in-depth look at the integrated online/offline marketing plan developed by Gordon Paddison at New Line Cinema to promote Austin Powers: The Spy Who Shagged Me.
·Authors use their “insider” relationships with companies like eBay, William Morris Agency, and New Line Cinema to provide on-going examples supported by video interviews and analysis by these and other leaders in the Internet community.
·eMarketing Suite Software by KMT, a commercially produced eMarketing Planning and Metrics software tool on CD-ROM is packaged with the textbook. This innovative software can be used to create professional quality planning documents and presentations.
"About this title" may belong to another edition of this title.
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Book Description Hardcover. Condition: Good. No Jacket. Pages can have notes/highlighting. Spine may show signs of wear. ~ ThriftBooks: Read More, Spend Less 3.54. Seller Inventory # G0072512083I3N00
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