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Synopsis
There is no benefit in making distinctions between old and new media in an economy where the context of every channel to market is changing. As digital technologies place the customer at the centre of marketing, it is important for marketers to have a full understanding of how to plan an integrated approach to ensure a profitable relationship. This is the aim of this practical manual. It demonstrates how to: reappraise the expectations and role of marketing in a digital, networked marketplace; define the new customer-driven marketing concepts that digital channels enable - permission, viral, location, real-time marketplaces and auctions; and identify the customer-centric marketing goals that digital marketing takes to a new level -direct/customer relationship marketing techniques, sales promotion, broadcast and narrow cast advertising. The author details how best to use digital, networked channels such as the Internet and mobile and interactive TV, and sets out decision-making tools that readers may use to implement these ideas and techniques.
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À propos de l'auteur
Will Rowan is an experienced marketer and e-commerce consultant with his roots in blue-chip direct marketing. His consultancy, TheCustomer.co.uk, provides digital marketing consultancy to leading companies, banks, professional and educational bodies and major direct marketing agencies. A member of the Institute of Direct Marketing, he regularly runs workshops and courses for the Institute. Will is also the author of The E-commerce Pocketbook (published by Management Pocketbooks). Will can be contacted at ask@thecustomer.co.uk or you can participate in an online discussion with him on the Web site that accompanies this book: www.TheDigitalMarketingBook.com.
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Digital Marketing: Using the New Technologies to Get Closer to Your Customers
Edité par
Kogan Page, 2002
ISBN 10 : 0749436646
ISBN 13 : 9780749436643
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Hardcover. Etat : Very Good. Digital Marketing: Using the New Technologies to Get Closer to Your Customers This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. . N° de réf. du vendeur 7719-9780749436643
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Digital Marketing
Edité par
Kogan Page, 2002
ISBN 10 : 0749436646
ISBN 13 : 9780749436643
Ancien ou d'occasion
Couverture rigide
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Digital Marketing: Using the New Technologies to Get Closer to Your Customers
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Kogan Page 30/04/2002, 2002
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ISBN 13 : 9780749436643
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Hardcover. Etat : Very Good. Shipped within 24 hours from our UK warehouse. Clean, undamaged book with no damage to pages and minimal wear to the cover. Spine still tight, in very good condition. Remember if you are not happy, you are covered by our 100% money back guarantee. N° de réf. du vendeur 6545-9780749436643
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Digital Marketing: Using the New Technologies to get Closer to Your Customers
Edité par
Kogan Page Business Books, 2002
ISBN 10 : 0749436646
ISBN 13 : 9780749436643
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Etat : Good. Your purchase helps support Sri Lankan Children's Charity 'The Rainbow Centre'. Ex-library, so some stamps and wear, but in good overall condition. Our donations to The Rainbow Centre have helped provide an education and a safe haven to hundreds of children who live in appalling conditions. N° de réf. du vendeur Z1-R-016-01157
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