Items related to Digital Marketing Strategy: Text and Cases
Synopsis
Digital Marketing Strategy emphasizes how digital technologies make marketing more effective because they allow for individual attention, better campaign management, and better product, marketing design, and execution. The book does not ignore the fundamental theories of marketing, but emphasizes their usefulness in developing a response to the threats and opportunities created by the Internet. It is organized around an easy-to-understand flow diagram for formulating marketing strategies: understand customer needs, formulate a strategy, implement the strategy, and build trust with customers. Digital technology discussed includes customer relationship management software, sales force automation, wireless technology, marketing automation software, and decision support systems. Case studies throughout the book illustrate real-life digital technology scenarios; they include: Mothernature.com, Dell, Insite, Terra Lycos, MarketSoft, OSRAM Sylvania, Logistics.com, Travelocity, and Citibank Online. For anyone pursuing a career in marketing; also for practitioners, marketing professionals, consultants, executive trainers and others employed in corporate training.
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From the Back Cover
Digital Marketing Strategy emphasizes how digital technologies make marketing more effective because they allow for individual attention, better campaign management, and better product, marketing design, and execution. The book does not ignore the fundamental theories of marketing, but emphasizes their usefulness in developing a response to the threats and opportunities created by the Internet. It is organized around an easy-to-understand flow diagram for formulating marketing strategies: understand customer needs, formulate a strategy, implement the strategy, and build trust with customers. Digital technology discussed includes customer relationship management software, sales force automation, wireless technology, marketing automation software, and decision support systems. Case studies throughout the book illustrate real-life digital technology scenarios; they include: Mothernature, Dell, Insite, Terra Lycos, MarketSoft, OSRAM Sylvania, Logistics, Travelocity, and Citibank Online. For anyone pursuing a career in marketing; also for practitioners, marketing professionals, consultants, executive trainers and others employed in corporate training.
"About this title" may belong to another edition of this title.
- PublisherPearson
- Publication date2003
- ISBN 10 0131831771
- ISBN 13 9780131831773
- BindingPaperback
- LanguageEnglish
- Edition number1
- Number of pages216
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Digital Marketing Strategy : Text and Cases
Published by
Prentice Hall PTR, 2003
ISBN 10: 0131831771
ISBN 13: 9780131831773
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Digital Marketing Strategy: Text and Cases
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