Marketing in the cyber age: the why, the what and the how
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | German English Greek |
| Published: |
Chichester u.a.
Wiley
1998
|
| Subjects: | |
| Online Access: | Table of contents Inhaltsverzeichnis |
| Physical Description: | XV, 223 S. graph. Darst. |
| ISBN: | 0471970239 |
Staff View
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| adam_text | CONTENTS
Introduction XI
I PARADIGMS, THE WHY 1
1 The Network Society Takes Over from the Consumer Society 3
From Consumption to Communication 3
Television: an Innovation Becomes an Antique 10
Internet the Embryonic Vessel of Virtual Reality 11
Conclusion: the Information Era as the Generator of New Paradigms 14
2 The Revolution in Marketing: from the Masses
to the Individual 17
Marketing Changes in Different Social Epochs 17
Changing Paradigms 24
The Priorities for Success in the Information Era 31
Conclusion: Marketing in the Information Era as
Digital Relationship Management 40
3 Data the Terrain of the Information Era 41
Information and Communication as a Fundamental Need 41
Information Value Chain 46
Information Content 49
Communication 52
Virtual Reality Information Systems 53
The Productivity Paradox 55
Conclusion: Cyber Communication as a Means of Communicating
Content and Context 56
II PERSPECTIVES, THE WHAT 59
4 Database Marketing 61
Databases: the Basics 61
Database Marketing on the Advance 68
Advantages of Marketing Databases 71
Application 73
Prerequisites for Database Marketing 74
Some Examples of Database Marketing 76
The Most Common Errors in Database Marketing 78
Data Protection Legislation 81
Conclusion: the Database as the Anchor of Cyber Marketing 83
I
viii Contents
5 Electronic Marketing 85
The Value Added Chain within the TIME Industry 85
Telemarketing 89
Videotext 95
Multimedia 96
Conclusion: the TIME Industry s Offer of Multimedia as a Basis for
Cyber Marketing 109
6 The Internet Lifeblood of Virtual Reality 111
The Internet Today 112
Commercial Network Suppliers On line Services ¦ 122
Current Challenges and the Future of the Internet 126
Strategic and Tactical Significance of the Network as far
as Marketing Is Concerned 129
Different Ways of Accessing Cyber Marketing 135
Access Conditions 137
Conclusion: the Route to Cyber Marketing via the Internet 138
III PRACTICE, THE HOW 141
7 Marketing Programmes 143
Basic Principles of Marketing Programmes 143
The Marketing Programme 149
Conclusion: Marketing Programmes Aimed at the Achievement
of Customer Bonding and an Increase in Share of Customer 174
8 Implementation Projects 175
Control of Software Development Projects 175
Project Dimensions 177
Conclusion: the Conquest of Cyber Space through
System Development 186
9 Essentials of Cyber Marketing for Managers 187
Key Success Factors for the Information Era 188
The New Framework Conditions 188
Marketing in Cyber Space 201
Cyber Marketing but When? 210
Bibliography 211
Notes 217
Index 221
|
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| discipline | Wirtschaftswissenschaften |
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| indexdate | 2024-07-09T18:36:32Z |
| institution | BVB |
| isbn | 0471970239 |
| language | German English Greek |
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| physical | XV, 223 S. graph. Darst. |
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| spelling | Rohner, Kurt Verfasser aut Cyber-Marketing Marketing in the cyber age the why, the what and the how Kurt Rohner Chichester u.a. Wiley 1998 XV, 223 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Databanken gtt Internet gtt Marketing gtt Telecommunicatie gtt Telemarketing Database marketing Internet marketing Telemarketing (DE-588)4215401-7 gnd rswk-swf Telemarketing (DE-588)4215401-7 s DE-604 http://www.loc.gov/catdir/toc/wiley022/98003083.html Table of contents HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008816505&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Rohner, Kurt Marketing in the cyber age the why, the what and the how Databanken gtt Internet gtt Marketing gtt Telecommunicatie gtt Telemarketing Database marketing Internet marketing Telemarketing (DE-588)4215401-7 gnd |
| subject_GND | (DE-588)4215401-7 |
| title | Marketing in the cyber age the why, the what and the how |
| title_alt | Cyber-Marketing |
| title_auth | Marketing in the cyber age the why, the what and the how |
| title_exact_search | Marketing in the cyber age the why, the what and the how |
| title_full | Marketing in the cyber age the why, the what and the how Kurt Rohner |
| title_fullStr | Marketing in the cyber age the why, the what and the how Kurt Rohner |
| title_full_unstemmed | Marketing in the cyber age the why, the what and the how Kurt Rohner |
| title_short | Marketing in the cyber age |
| title_sort | marketing in the cyber age the why the what and the how |
| title_sub | the why, the what and the how |
| topic | Databanken gtt Internet gtt Marketing gtt Telecommunicatie gtt Telemarketing Database marketing Internet marketing Telemarketing (DE-588)4215401-7 gnd |
| topic_facet | Databanken Internet Marketing Telecommunicatie Telemarketing Database marketing Internet marketing |
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