Marketing 2.0: Strategies for Closer Customer Relationships

by Gerald Corbae, Jacob B. Jensen, Dirk Schneider

Overview

The dynamic changes in the market and the competitive environment demand a reorientation of marketing strategies. Developing and cultivating direct customer relationships and building customer trust are becoming key success factors. With new technologies such as broadband internet and mobile communication, companies are able to create closer dialogs with key customers. These new technologies will have far-reaching consequences for marketing, sales and customer service. This book analyses the enduring changes marketing is undergoing and present the four most important new concepts: Holistic brand management, customer relationship marketing, real-time marketing and multi-channel marketing. The text is accompanied by selected case studies from all over the world.

Product Details

ISBN-13:	9783540002857
Publisher:	Springer Berlin Heidelberg
Publication date:	09/10/2003
Edition description:	2003
Pages:	154
Product dimensions:	6.14(w) x 9.21(h) x 0.02(d)

Table of Contents

Introduction: The New World of Marketing.- I: Challenges after the Internet Hype.- 1 E-Business Is Dead — Long Live E-Business!.- 2 Disruptive Technologies Are Changing Our Everyday Lives.- 3 The Unknown Customer.- II: Brave New Marketing World.- 4 Customer Experience — Holistic Brand Management.- 5 Customization — Customer Relationship Marketing.- 6 Contact — Real-Time Marketing.- 7 Channel — Multi-channel Marketing.- 8 Management Implications of Marketing 2.0.- About the Authors.- Directory of Key Words and Phrases.