Beyond "e": 12 ways technology is transforming sales and marketing strategy
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York
McGraw-Hill
2002
|
| Schlagworte: | |
| Online-Zugang: | Publisher description Table of contents Inhaltsverzeichnis |
| Beschreibung: | Includes index. |
| Beschreibung: | XXII, 323 S. graph. Darst. |
| ISBN: | 0071376496 |
Internformat
MARC
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| 100 | 1 | |a Diorio, Stephen G. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Beyond "e" |b 12 ways technology is transforming sales and marketing strategy |c Stephen G. Diorio |
| 246 | 1 | 3 | |a 12 ways technology is transforming sales and marketing strategy |
| 264 | 1 | |a New York |b McGraw-Hill |c 2002 | |
| 300 | |a XXII, 323 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
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| 500 | |a Includes index. | ||
| 650 | 4 | |a Advertising | |
| 650 | 4 | |a Commerce | |
| 650 | 4 | |a Computer Communication Networks | |
| 650 | 4 | |a Electronic commerce | |
| 650 | 4 | |a Information technology |x Economic aspects | |
| 650 | 4 | |a Interactive marketing | |
| 650 | 4 | |a Internet | |
| 650 | 4 | |a Internet marketing | |
| 650 | 4 | |a Marketing |x Technological innovations | |
| 650 | 4 | |a Selling |x Technological innovations | |
| 650 | 4 | |a Technology | |
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
Acknowledgments ix
Introduction: Using Technology to Transform Marketing and
Grow Revenues xiii
Looking Beyond e to Your Marketing Technology Strategy xiv
Building High Performance Growth Engines with Technology xv
The Challenge of Fitting Technology into the Sales and Marketing
Mix xviii
Twelve Opportunities for Sales and Marketing Executives xix
1 Designing the Product to Fit the Channel: Making
Products Ready for E Business and Beyond I
Exploiting the Unique Benefits of Technology Enabled Channels 4
Short Term Strategy: Assess How Technology Is Changing
the Channel 6
Long Term Imperative: Repackage Products to Fit Technology
Enabled Channels 12
Special Section: The Channel Readiness Scorecard 25
2 The Role of Online Marketplaces: Maximizing
Revenue Growth and Margins in Online Auctions
and Exchanges 26
Why Your Customers Will Use Online Marketplaces 28
v
Online Marketplaces Will Give Your Customers More Power 31
Short Term Strategy: Tactics For Survival and Risk Mitigation 33
Long Term Imperative: Three Strategies for Creating Value
and Maximizing Margins 45
Special Section: The Five Flavors of Online Marketplaces 50
3 How Technology Changes Branding: The Changing
Rules of Awareness, Identity, and Loyalty in the
Twenty First Century 57
Extending Brands into Electronic Channels 59
E Branding: An Accident Waiting to Happen? 60
Short Term Strategy: Figuring Out How and Where to
Extend Your Brand Online 63
Long Term Imperative: Three New Keys to Sustaining
Brands Over Time 76
4 Interactive Direct Marketing: New Tools to Improve
Marketing Performance and Anticipate Customer
Behavior 82
Interactive Direct Marketing is the Future of Direct Marketing 84
Improving Marketing Performance and Learning about
Changing Customer Behavior 85
Short Term Strategy: Mastering the Interactive Direct
Marketing Toolkit 89
Long Term Imperative: Mainstreaming Interactive Direct
Marketing into the Marketing Mix 94
Special Section: The Internet Direct Marketing Toolkit 104
5 Managing Multiple Sales and Marketing Channels:
Blending Channels for Growth and Profitability 116
Why Managing Multiple Channels Is Important 118
Short Term Strategy: Finding Ways to Make Many Channels
Work Together to Improve Overall Sales Performance 123
Long Term Imperative: Changing the Scorecard to Measure
Goals and Performance 132
Special Section: Paying for Change—The Economics of
Multichannel Selling 135
Contents Vii
6 Adding Value to Sales: Helping Field Sales Forces
Take Advantage of Technology 143
Hitting the Roadblocks to Improved Field Sales Performance 144
How Technology Is Changing the Role of Field Sales 146
Playing Chiropractor: Sales Force Realignment as a Strategic
Priority 146
Short Term Strategy: Nine Sales Value Adjustments to Fix the
Problem 150
Long Term Imperative: Breaking Down the Roadblocks to
Success 157
The Pressure to Pay for Expensive CRM Technologies 161
7 Mastering Networks of Partners, Media, and
Middlemen to Effectively Reach the Market 164
Managing the Balance of Power: Coverage versus Control 166
Short Term Strategy: Navigating the Shifting Third Party
Landscape 171
Long Term Imperative: Five Ways the Mind Set Must Change 178
Special Section: Six Ways Networks Will Change Third
Party Marketing, Communications, and Distribution 182
8 Putting the Call Center at the Center of the
Action: Turning the Call Center into a Strategic
Sales and Marketing Asset 190
Why the Call Center Needs to Be a Strategic Asset 192
The Call Center is the Cradle of Sales and Marketing
Process Change 196
Short Term Strategy: Building A Tele Web Command Center 199
Long Term Imperative: Evolve the Role of the Call Center 201
Special Section: How IBM Built a $8.6 Billion Tele Web
Channel 209
9 Reorganizing around the Customer: Transforming
the Organization to Get the Most Value from
CRM Investments 214
Driving Growth with Customer Data 217
Short Term Strategy: Identify and Inventory Key Customer
Oriented Functions and Business Activities 218
Long Term Imperative: Four Actions to Become a More
Customer Centric Organization 224
10 Building Customer Care Systems: Extending
Customer Service into Electronic Channels 233
Factoring Electronic Customer Interactions into Service and
Support Strategies 235
Short Term Strategy: Preparing to Capture Inbound Electronic
Customer Inquiries 238
Long Term Imperative: Building Customer Care into the Sales
and Marketing Process 242
11 Rebuilding Customer Exit Barriers with CRM:
Keeping Customers from Leaving 250
Using CRM Technology to Build a Wall around Customers 252
What is CRM and Why is It Important? 254
Short Term Strategy: Viewing Products and Markets through
Different Eyeglasses 260
Long Term Imperative: Picking the Right CRM Building Blocks
for the Wall 265
Special Section: Nine Customer Exit Barriers for the Future 267
12 Buying Outside Services: Managing a New
Universe of Technology Services, Agencies,
and Solution Providers 276
Marketers Must Understand How to Buy Technology 278
Short Term Strategy: Know What You Are Buying 283
Long Term Imperative: Four New Keys to Developing
Strategic Partnerships 289
Special Section: The Outsource Universe 297
Index 305
|
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| id | DE-604.BV014520558 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T19:03:13Z |
| institution | BVB |
| isbn | 0071376496 |
| language | English |
| lccn | 2001055877 |
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| spelling | Diorio, Stephen G. Verfasser aut Beyond "e" 12 ways technology is transforming sales and marketing strategy Stephen G. Diorio 12 ways technology is transforming sales and marketing strategy New York McGraw-Hill 2002 XXII, 323 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Includes index. Advertising Commerce Computer Communication Networks Electronic commerce Information technology Economic aspects Interactive marketing Internet Internet marketing Marketing Technological innovations Selling Technological innovations Technology Marketing (DE-588)4037589-4 gnd rswk-swf Electronic Commerce (DE-588)4592128-3 gnd rswk-swf Electronic Commerce (DE-588)4592128-3 s Marketing (DE-588)4037589-4 s DE-604 http://www.loc.gov/catdir/description/mh024/2001055877.html Publisher description http://www.loc.gov/catdir/toc/mh023/2001055877.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=009886774&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Diorio, Stephen G. Beyond "e" 12 ways technology is transforming sales and marketing strategy Advertising Commerce Computer Communication Networks Electronic commerce Information technology Economic aspects Interactive marketing Internet Internet marketing Marketing Technological innovations Selling Technological innovations Technology Marketing (DE-588)4037589-4 gnd Electronic Commerce (DE-588)4592128-3 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4592128-3 |
| title | Beyond "e" 12 ways technology is transforming sales and marketing strategy |
| title_alt | 12 ways technology is transforming sales and marketing strategy |
| title_auth | Beyond "e" 12 ways technology is transforming sales and marketing strategy |
| title_exact_search | Beyond "e" 12 ways technology is transforming sales and marketing strategy |
| title_full | Beyond "e" 12 ways technology is transforming sales and marketing strategy Stephen G. Diorio |
| title_fullStr | Beyond "e" 12 ways technology is transforming sales and marketing strategy Stephen G. Diorio |
| title_full_unstemmed | Beyond "e" 12 ways technology is transforming sales and marketing strategy Stephen G. Diorio |
| title_short | Beyond "e" |
| title_sort | beyond e 12 ways technology is transforming sales and marketing strategy |
| title_sub | 12 ways technology is transforming sales and marketing strategy |
| topic | Advertising Commerce Computer Communication Networks Electronic commerce Information technology Economic aspects Interactive marketing Internet Internet marketing Marketing Technological innovations Selling Technological innovations Technology Marketing (DE-588)4037589-4 gnd Electronic Commerce (DE-588)4592128-3 gnd |
| topic_facet | Advertising Commerce Computer Communication Networks Electronic commerce Information technology Economic aspects Interactive marketing Internet Internet marketing Marketing Technological innovations Selling Technological innovations Technology Marketing Electronic Commerce |
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