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

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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 ...
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Overview

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.

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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Product Details

  • ISBN-13: 9780071376495
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 11/19/2001
  • Edition number: 1
  • Pages: 300
  • Product dimensions: 6.36 (w) x 9.18 (h) x 1.13 (d)

Meet 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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Table of Contents

Acknowledgments
Introduction: Using Technology to Transform Marketing and Grow Revenues
1 Designing the Product to Fit the Channel: Making Products Ready for E-Business and Beyond 1
2 The Role of Online Marketplaces: Maximizing Revenue Growth and Margins in Online Auctions and Exchanges 26
3 How Technology Changes Branding: The Changing Rules of Awareness, Identity, and Loyalty in the Twenty-First Century 57
4 Interactive Direct Marketing: New Tools to Improve Marketing Performance and Anticipate Customer Behavior 82
5 Managing Multiple Sales and Marketing Channels: Blending Channels for Growth and Profitability 116
6 Adding Value to Sales: Helping Field Sales Forces Take Advantage of Technology 143
7 Mastering Networks of Partners, Media, and Middlemen to Effectively Reach the Market 164
8 Putting the Call Center at the Center of the Action: Turning the Call Center into a Strategic Sales and Marketing Asset 190
9 Reorganizing around the Customer: Transforming the Organization to Get the Most Value from CRM Investments 214
10 Building Customer Care Systems: Extending Customer Service into Electronic Channels 233
11 Rebuilding Customer Exit Barriers with CRM: Keeping Customers from Leaving 250
12 Buying Outside Services: Managing a New Universe of Technology Services, Agencies, and Solution Providers 276
Index 305
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Customer Reviews

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Sort by: Showing all of 5 Customer Reviews
  • Anonymous

    Posted February 8, 2002

    Executives: Ignore This Book At Your Peril

    Steve Diorio has written a meaty and relevant book about selling technologies. In an age when there is so much E hype and fluff that only serves to confuse, we needed a book that was born from practical, everyday consulting and research in the offices of the best companies. The salient ideas about which Mr. Diorio expounds are absolutely critical for growth and profit. They carry with them an imperative that to ignore the protocols of this newest e technology will lead to peril and a fatal falling behind the power curve. I read the excellent reviews in which professors recommended Beyond E. They were impressive. But, this book was written for executives and senior managers who have the very life of their corporations in the palm of their hands. It is obvious that Mr. Diorio has spent considerable time with his clients and sweat blood with them to achieve the best e-practices in marketing, promotion and selling. I believe the book is about stretching the IT and Internet sales budgets so that busineses can grow at an accellerated rate. The book Beyond E is truly futuristic because it clearly outlines what the best companies have been doing and what the leaders of tomorrow (the followers of our leaders today) will be doing in late 2002 and in 2003. The blueprint is drawn up, the creation of dynamic selling technologies has been built, but, sadly, few understand it, and even fewer have actually implemented it. Companies like Dell Computer, IBM, Charles Swab, Amazon and e-Bay are only a few of these futuristic leaders that Mr. Diorio writes about. They 'get it'. How long will it take others? Mr. Diorio lays out in detail what needs to be done right now. Mr. Diorio is like a drum major for executives to immediately order 'the engineering of sustainable technology innovations into the sales and marketing process', to quote Stve Diorio. The traditional software analysts and programmers in companies are not prepared for the accelerated rate at which customer service and marketing creativity must be coded to stay abreast of changing customer needs and wants. It is about knowing the mind of the customer and changing systems at every level of the company so there can be real-time change. I got a distinct sense of urgency in reading the book. As a management consultant, I now feel driven to alert my clients that 'getting it' is urgently critical. Steve Diorio virtually screams out at us that positive results can be realized only from the implementation right now of dynamic marketing, selling and customer service e-systems. Mr. Diorio understands how important all of these ideas are in order to create cutting edge business models and viable ways to turn IT chaos into order and opportunity. I am glad I read the book. I've recommended it to many of my clients and colleagues.

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  • Anonymous

    Posted January 3, 2002

    A real contribution to my marketing library

    As a marketing professional and now a university professor, I am always on the lookout for innovative marketing books. I am usually satisfied if I am able to walk away with a few new ideas or frameworks which I can use in planning or teaching. Steve Diorio's book provides much more than a few innovative thoughts. He has successfully stood in the middle of the technology tornado we are all experiencing and brought order and clarity to our jobs as marketers. His examples and hard data substantiate his framework and priorities. I look forward to future work by this author and highly recommend this book to any serious marketing professional.

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  • Anonymous

    Posted December 21, 2001

    Solid, Practial Best Practices

    After having read several so-called 'best-practices' marketing books and being generally disappointed in the lack of quality information presented, or the quantity, it is refreshing to find that Mr. Diorio amply endows this book with both. From the first chapter to the last, be ready with a highlighter pen or a pad and paper for note taking, because he starts out strong with solid, practical examples and analysis and never really lets up. Even the introduction is jammed with more useful information than is normally available in entire chapters of other books in the genre. But don't stop with the intro; this book is like the energizer bunny - it keeps going and going. Diorio tackles many topics ususally avoided for lack of analysis, such as managing several sales channels in the E environment, or building ROI models, and looks at them in every conceivable way with a clarity not often seen. The book is not necessarily a quick read but it is most certainly valuable. I find myself going back time and time again to specific sections because the depth of information is so useful, once is rarely enough. I don't think there's a waisted word in the entire book. How often can anyone say that?

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  • Anonymous

    Posted December 10, 2001

    Worth Your Time

    I just finished an advance copy of Beyond E that a colleague passed on to me. This is one of the better sales and marketing strategy books I've read. The author provides a blueprint for using new technologies to grow revenues and discusses everything from the role of online marketplaces and how technology is changing branding to using technology to improve sales force performance and build customer care systems. Overall, I highly recommend Beyond E to anyone in business who is interested in creating a cutting edge sales and marketing department--the author is clearly in the forefront of thinking on sales and marketing strategy. I expect that his suggestions will be implemented in many of the Fortune 500 companies before long. My one warning--though it's not a complaint--is that this isn't a quick read. The author provides a tremendous amount of detail and thoughtful case studies that take some time to get through. Enjoy!

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  • Anonymous

    Posted January 16, 2002

    The online marketing bible

    This book is a must read for anyone who has or is considering marketing online. Having been in the online marketing space for the better part of 3 years, I found the insight enlightening and the detail practical. What comes through in this text is that the demands customers are placing on marketers today are being largely unmet. The best news is that our ability to address these demands are readily at hand ¿ if the marketer is willing to follow the steps outlined by Mr.Diorio. I have incorporated many of his ideas into my company¿s own marketing initiatives and found a substantive improvement in the results attained. If there is a book of best practices for developing or simply improving your marketing initiatives ¿ this is it.

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