New Economy Excellence Series,New Economy Expression: Redefining Marketing in the Multichannel Age

New Economy Excellence Series,New Economy Expression: Redefining Marketing in the Multichannel Age

by David Mercer, Matthias Arndt
     
 

The key takeaway from this book is that, despite all the recent hype, e-commerce follows most of the marketing rules that have long been established in conventional markets. What has changed is the variety and scope of new channels to market. David Mercer picks through the most important of these channels and signposts the key activities that will enable companies

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Overview

The key takeaway from this book is that, despite all the recent hype, e-commerce follows most of the marketing rules that have long been established in conventional markets. What has changed is the variety and scope of new channels to market. David Mercer picks through the most important of these channels and signposts the key activities that will enable companies to successfully incorporate the best e-commerce elements of business into an effective, profitable marketing mix. What is vital is creating a synergy between the old and new ways of doing business.
The topic of e-marketing is approached from the perspective of a traditional business incorporating clicks into bricks. Genuinely interactive one-to-one customer relationship management is closely examined, as well as B2B (business to business) and C2C (consumer to consumer) models. These models are set within the context of product/service decisions, pricing and promotion, e-retail, future developments and the thorny issue of how to actually make money online.

Readers will emerge with an enhanced understanding of the true potential of e-marketing and a set of powerful, practical tools needed to effectively express themselves and their enterprise in this multichannel environment.

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Product Details

ISBN-13:
9780471500087
Publisher:
Wiley
Publication date:
07/01/2001
Series:
E-Business Excellence Series, #4
Pages:
288
Product dimensions:
5.35(w) x 8.52(h) x 0.69(d)

Meet the Author

DAVID MERCER is Senior Lecturer at Europe's largest Business School, at the Open University (OU). David directs the Futures Observatory and also chairs the team responsible for the e-commerce elements of the OUBS Masters programmes.

David has worked in the area of e-commerce for more than three decades, including 15 years at IBM. His previous career included brand and marketing management for a range of multinationals in the consumer goods sector and general management in the manufacturing and retail sectors. Most recently, he has also advised organisations and international bodies overseas including the European Commission and UNESCO, as well as government bodies such as the DTI.

David is author of a number of key books, ranging from internationally recognised texts for MBA students to popular texts for practitioners and managers in general.

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