Cyberstrategy : Business Strategy For Extranets Intranets And The Internet

Bickerton, Pauline; Bickerton, Matthew; Simpson-Holley, Kate; Simpson-Holley Kate

ISBN 10: 0750642033 / ISBN 13: 9780750642033

Published by Butterworth-Heinemann, 1999

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Bibliographic Details

• Title: Cyberstrategy : Business Strategy For Extranets Intranets And The Internet
• Publisher: Butterworth-Heinemann
• Publication Date: 1999
• Language: English
• ISBN 10: 0750642033
• ISBN 13: 9780750642033
• Binding: Soft cover
• Condition: New

About this title

Synopsis

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.

From the Publisher

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.