The Future of Marketing: Practical Strategies for Marketers in the Post-Internet Age - Softcover

Molenaar, C. N. A.

Softcover

ISBN 10: 0273654977 ISBN 13: 9780273654971

Publisher: Pearson P T R, 2001

Synopsis

Molenaar (business administration, Erasmus U., the Netherlands), arguing that the Internet has changed the expectations of customers, discusses the implementation of Customer Relation Management (CRM) in organizations from a strategic point of view that treats technologies as aides, but not ends, in the implementation of CRM. Annotation c. Book News, Inc., Portland, OR (booknews.com)

About this title

From the Back Cover:

The world of mass marketing is dead. Consumers in once captive markets are now free to roam the world looking for a better deal. For them broadcast doesn't work - you have to send them a message tailored to their needs; better yet, ask them a question.

Is your marketing strategy keeping up with these recent social and technological changes? Consumers have changed the way they think forever. Are you ready for your customers having a greater sense of empowerment and higher expectations?

This book will help you wrestle with the ever-growing demands of the technology-empowered customer. It will give you a solution to work towards, explain what has happened (in terms of strategy, the internet and marketing), where you stand and how you can gain a competitive advantage.

Customers now want you to remember who they are, understand their needs and provide them with a specific product to meet these needs. The internet has changed the way customers think forever. This book will help you to build your marketing strategy to attract, retain and grow profitable customers into the future.

The Future of Marketing examines the practical possibilities of the Web and presents a strategic model to help you choose the correct marketing tools to exploit and survive on the internet. This book will give you the ability to respond to this new marketing environment.

About the Author:

Cor Molenaar, a leading authority on the use of information technology in marketing, is Professor of e-Marketing at Erasmus University. He is also director of the strategic consultancy xXQuo, and has consulted at a senior level with Philips, KLM, and other leading firms.

About this edition

• Publisher: Pearson P T R
• Publication date: 2001
• ISBN 10: 0273654977
• ISBN 13: 9780273654971
• Binding: Paperback
• Edition number: 1
• Number of pages: 288