Molenaar (Ogilvy & Mather Dataconsult, Amsterdam) looks at how
information technology is changing the way goods and services are
offered to, and ordered by, the consumer. He also examines how
information technology is allowing the customer to run marketing and
production processes. Topics include a look at the end of the mass-
marketing era, the commerce game, competitive edge strategy,
aftermarketing, customer automation, partnership, and changing
trends. Provides practical examples and detailed cases.
Annotation c. by Book News, Inc., Portland, Or.