Marketing In The Cyber Age. The Why, The What And The How, Edition En Anglais - Couverture souple

Rohner, Kurt

Couverture souple

ISBN 10 : 0471970239 ISBN 13 : 9780471970231

Editeur : John Wiley & Sons Ltd, 1998

Synopsis

Internet and electronic communications are the bases to marketing in the networked world. The right strategy and professional approach are essential to all companies in every industry. This text describes how we are confronted with the structural change from an industrial society to an information society. Marketing will change from mass marketing of the industrial age to cyber marketing - individual, communicative and making use of digital techniques. The author outlines the advantages for the people, and points out that only a respectful dealing with other people's interests can lead to a positive communication, and therefore the desired result.

A propos du livre

Quatrième de couverture

Just how informed are you about information? Do you want to put the sharp–end of your business at the cutting edge? In today?s information age, a complete revision of current business and marketing principles is required if organisations are to continue to thrive ? especially as technology moves on at an ever–increasing pace. The shift from a consumer society to a networked society and the evolution of marketing in particular, in this era, is driven by electronic media. Strong and continually improving customer relations are the key to maximising the benefits offered by the information age. But how should companies work to derive maximum benefit from the wealth of information at their fingertips? What is called for is a coherent pattern of implementation which can be incorporated into an individual company?s marketing strategy. In this book the author shows you the way to start thinking digitally and puts you and your company firmly into the cyber age. It gives you the marketing basics for the cyber age, sets the perspectives and most importantly shares practical experience of implementation. It also enables you to minimise risk and control the pace of the implementation process. A summary of all key aspects of cyber marketing is provided to enable company leaders and marketing professionals to successfully exploit the rising electronic markets and achieve bottom–line success.

Biographie de l'auteur

Kurt Rohner studied at the ETH in Zurich and INSEAD Management School in France. He has a broad range of sales, marketing and management experience from over 15 years in European offices of US–based high–tech companies. In recent years he has been a consultant with major corporations in different industries throughout Europe.

Détails de l'édition

• Éditeur: John Wiley & Sons Ltd
• Date d'édition: 1998
• Langue: anglais
• ISBN 10: 0471970239
• ISBN 13: 9780471970231
• Reliure: Broché
• Nombre de pages: 240
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible