Cyberstrategy : Business Strategy For Extranets Intranets And The Internet

This book follows Bickerton's successful Cybermarketing which advised marketing managers on how to create a site and start using the net to sell products and services. The new book offers advice at the next level up to senior executives/directors about using nets as part of a corporate communications and marketing strategy. technologies within an organization as both a private and public communication channel. It is designed to show senior executives how to use the technology in a range of activities from straight selling through to sophisticated corporate communications. To demonstrate how to integrate nets with broader marketing strategy the key features of this book are: Internet, Extranets and Intranets. The authors have created a matrix showing the features of each, and the potential linkages between them, to demonstrate how to use them individually or in a mix. the technology rather than getting bogged down in it. chapter so that real campaigns can be put together from the book.

This book delivers a no-nonsense and pragmatic view on the use of these technologies within an organization as both a private and public communication channel. It is designed to show senior executives how to use the technology in a range of activities from straight selling through to sophisticated corporate communications. To demonstrate how to integrate nets with broader marketing strategy the key features of this book are: * A powerful model for explaining the strategic uses and strengths of the Internet, Extranets and Intranets. The authors have created a matrix showing the features of each, and the potential linkages between them, to demonstrate how to use them individually or in a "mix". * Clear guidance on how to bridge the gap between IT and Marketing to exploit the technology rather than getting bogged down in it. * Copious exercises and real life examples accompanied by worksheets in each chapter so that real campaigns can be put together from the book.