Marketing in the digital age:
Saved in:
| Previous Title: | O'Connor, John Marketing and information technology |
|---|---|
| Main Authors: | , |
| Format: | Book |
| Language: | English |
| Published: |
Harlow ; Munich [u.a.]
Financial Times Prentice Hall
2001
|
| Edition: | 2. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | 1. Aufl. u.d.T.: O'Connor, John: Marketing and information technology |
| Physical Description: | XIV, 216 S. graph. Darst. |
| ISBN: | 0273641956 |
Staff View
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Record in the Search Index
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|---|---|
| adam_text | CONTENTS
Preface xi
Acknowledgements xiii
PART I THE MARKETING REVOLUTION
1 Marketing s challenge 3
Summary 3
More sophisticated and demanding customers 3
Changes in product management 4
The virtualisation of distribution channels 6
The virtualisation of payments 8
The increasing globalisation of markets 10
Marketing s mid-life crisis 11
Case study 12
Assignment questions 13
References 13
2 The arrival of the digital age 14
Summary 14
The digital revolution 14
Government and the information society 15
Business and eCommerce 17
The implications for businesses 20
Case study 22
Assignment questions 24
References 24
3 How can marketing respond? 25
Summary 25
A new marketing model for the digital age 25
The marketing potential of the Internet 27
Marketing tips and pitfalls 30
The arrival of digital television and interactive services 31
Case study 34
Assignment questions
References
PART II GETTING TO KNOW THE CUSTOMER
4 Conducting marketing research 39
Summary
The use of IT in primary data collection
The use of IT in secondary data collection
Using IT to analyse information
Continuous marketing research
Advertising research
Other research applications
Assignment questions
References
55
5 Creating customer insight
o 55
Summary
Increasing sophistication of customer segmentation
Using new approaches to customer segmentation
Warehousing customer data
Mining customer data
Creating a knowledge organisation
Case study
Assignment questions
References
PART III MANAGING THE CUSTOMER RELATIONSHIP
6 Creating the customer database 75
75
Summary
75
Marketing information systems
The central role of the customer database
Developing the customer database
on
Treating the customer database as a strategic resource
Case study ^4
Assignment questions 8^
References 85
vr
7 Database marketing and direct marketing 87
Summary 87
The evolution of database marketing 87
The value of database marketing 88
Direct marketing 92
Managing data privacy issues in the digital age 94
Assignment questions 97
References 97
8 Relationship marketing 98
Summary 98
The rise of relationship marketing 98
Customer relationship management 102
The role of IT in relationship marketing 105
Case study 106
Assignment questions 108
References 108
PART IV DEVELOPING THE CUSTOMER OFFERING
9 Product - more variety, faster 111
Summary 111
Using IT to improve the range of viable offerings 111
Using IT to increase speed to market 115
Using IT to support the product development life cycle 116
Using advanced manufacturing techniques in product
commercialisation 118
Case study 121
Assignment questions 123
References 123
10 Price - what are you prepared to pay? 124
Summary 124
E-business is rewriting the pricing rules 124
Establishing accurate costs 128
Making well-informed and rapid pricing decisions 129
Case study 132
Assignment questions 133
References 134
11 Place - your place or mine? 135
Summary 135
The increasing importance of direct channels 135
Indirect channel changes 140
Managing multiple distribution channels 142
Case study 143
Assignment questions 144
References 145
12 Promotion - the market of one 146
Summary 146
Fragmentation of television advertising 146
Trends in other advertising media 150
The increasingly targeted nature of sales promotions 154
The growth of the Internet as an advertising medium 156
The potential of digital television and radio 158
Growth of public relations on the Internet 162
Case study 163
Assignment questions 164
References 164
PART V DELIVERING THE OFFERING TO THE CUSTOMER
13 Improving sales force effectiveness 169
Summary 169
The impact of the digital age on the sales function 169
The three generations of sales force automation 173
Successful technology-enabled selling 175
Case study 178
Assignment questions 180
References 180
14 Delivering customer service and support 181
Summary 181
Growth in telephone-based customer service 181
Call centre technology 183
Principles of good call centre management 186
Case study 187
Assignment questions 189
References 189
15 Developing marketing systems that work 190
Summary 190
Common management issues with IT 190
Specific problems with IT in marketing 193
IT trends in the digital age 194
A potential way forward 197
Case study 200
Assignment questions 202
References 202
Index 203
|
| adam_txt |
CONTENTS
Preface xi
Acknowledgements xiii
PART I THE MARKETING REVOLUTION
1 Marketing's challenge 3
Summary 3
More sophisticated and demanding customers 3
Changes in product management 4
The 'virtualisation' of distribution channels 6
The 'virtualisation' of payments 8
The increasing globalisation of markets 10
Marketing's mid-life crisis 11
Case study 12
Assignment questions 13
References 13
2 The arrival of the digital age 14
Summary 14
The digital revolution 14
Government and the information society 15
Business and eCommerce 17
The implications for businesses 20
Case study 22
Assignment questions 24
References 24
3 How can marketing respond? 25
Summary 25
A new marketing model for the digital age 25
The marketing potential of the Internet 27
Marketing tips and pitfalls 30
The arrival of digital television and interactive services 31
Case study 34
Assignment questions
References
PART II GETTING TO KNOW THE CUSTOMER
4 Conducting marketing research 39
Summary
The use of IT in primary data collection
The use of IT in secondary data collection
Using IT to analyse information
Continuous marketing research
Advertising research
Other research applications
Assignment questions
References
55
5 Creating customer insight
o 55
Summary
Increasing sophistication of customer segmentation
Using new approaches to customer segmentation
Warehousing customer data
Mining customer data
Creating a knowledge organisation
Case study
Assignment questions
References
PART III MANAGING THE CUSTOMER RELATIONSHIP
6 Creating the customer database 75
75
Summary
75
Marketing information systems
The central role of the customer database
Developing the customer database
on
Treating the customer database as a strategic resource
Case study ^4
Assignment questions 8^
References 85
vr
7 Database marketing and direct marketing 87
Summary 87
The evolution of database marketing 87
The value of database marketing 88
Direct marketing 92
Managing data privacy issues in the digital age 94
Assignment questions 97
References 97
8 Relationship marketing 98
Summary 98
The rise of relationship marketing 98
Customer relationship management 102
The role of IT in relationship marketing 105
Case study 106
Assignment questions 108
References 108
PART IV DEVELOPING THE CUSTOMER OFFERING
9 Product - more variety, faster 111
Summary 111
Using IT to improve the range of viable offerings 111
Using IT to increase speed to market 115
Using IT to support the product development life cycle 116
Using advanced manufacturing techniques in product
commercialisation 118
Case study 121
Assignment questions 123
References 123
10 Price - what are you prepared to pay? 124
Summary 124
E-business is rewriting the pricing rules 124
Establishing accurate costs 128
Making well-informed and rapid pricing decisions 129
Case study 132
Assignment questions 133
References 134
11 Place - your place or mine? 135
Summary 135
The increasing importance of direct channels 135
Indirect channel changes 140
Managing multiple distribution channels 142
Case study 143
Assignment questions 144
References 145
12 Promotion - the market of one 146
Summary 146
Fragmentation of television advertising 146
Trends in other advertising media 150
The increasingly targeted nature of sales promotions 154
The growth of the Internet as an advertising medium 156
The potential of digital television and radio 158
Growth of public relations on the Internet 162
Case study 163
Assignment questions 164
References 164
PART V DELIVERING THE OFFERING TO THE CUSTOMER
13 Improving sales force effectiveness 169
Summary 169
The impact of the digital age on the sales function 169
The three generations of sales force automation 173
Successful technology-enabled selling 175
Case study 178
Assignment questions 180
References 180
14 Delivering customer service and support 181
Summary 181
Growth in telephone-based customer service 181
Call centre technology 183
Principles of good call centre management 186
Case study 187
Assignment questions 189
References 189
15 Developing marketing systems that work 190
Summary 190
Common management issues with IT 190
Specific problems with IT in marketing 193
IT trends in the digital age 194
A potential way forward 197
Case study 200
Assignment questions 202
References 202
Index 203 |
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| spelling | O'Connor, John Verfasser aut Marketing in the digital age John O'Connor ; Eamonn Galvin 2. ed. Harlow ; Munich [u.a.] Financial Times Prentice Hall 2001 XIV, 216 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier 1. Aufl. u.d.T.: O'Connor, John: Marketing and information technology Informatiesystemen gtt Informatietechnologie gtt Marketing sur Internet ram Marketing gtt Internet marketing Informationssystem (DE-588)4072806-7 gnd rswk-swf Managementinformationssystem (DE-588)4074518-1 gnd rswk-swf Online-Marketing (DE-588)7706419-7 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s Informationssystem (DE-588)4072806-7 s DE-604 Managementinformationssystem (DE-588)4074518-1 s Online-Marketing (DE-588)7706419-7 s Galvin, Eamonn Verfasser aut 1. Auflage O'Connor, John Marketing and information technology HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016756661&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | O'Connor, John Galvin, Eamonn Marketing in the digital age Informatiesystemen gtt Informatietechnologie gtt Marketing sur Internet ram Marketing gtt Internet marketing Informationssystem (DE-588)4072806-7 gnd Managementinformationssystem (DE-588)4074518-1 gnd Online-Marketing (DE-588)7706419-7 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4072806-7 (DE-588)4074518-1 (DE-588)7706419-7 (DE-588)4037589-4 |
| title | Marketing in the digital age |
| title_auth | Marketing in the digital age |
| title_exact_search | Marketing in the digital age |
| title_exact_search_txtP | Marketing in the digital age |
| title_full | Marketing in the digital age John O'Connor ; Eamonn Galvin |
| title_fullStr | Marketing in the digital age John O'Connor ; Eamonn Galvin |
| title_full_unstemmed | Marketing in the digital age John O'Connor ; Eamonn Galvin |
| title_old | O'Connor, John Marketing and information technology |
| title_short | Marketing in the digital age |
| title_sort | marketing in the digital age |
| topic | Informatiesystemen gtt Informatietechnologie gtt Marketing sur Internet ram Marketing gtt Internet marketing Informationssystem (DE-588)4072806-7 gnd Managementinformationssystem (DE-588)4074518-1 gnd Online-Marketing (DE-588)7706419-7 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Informatiesystemen Informatietechnologie Marketing sur Internet Marketing Internet marketing Informationssystem Managementinformationssystem Online-Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016756661&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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