Beyond 'E' : 12 Ways Technology Is Tranforming Sales and Marketing Strategy

Beyond 'E' : 12 Ways Technology Is Tranforming Sales and Marketing Strategy

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  • 製本 Hardcover:ハードカバー版／ページ数 323 p.
  • 言語 ENG
  • 商品コード 9780071376495
  • DDC分類 658.84

基本説明

Drawing on case studies from client firms such as IBM, GE, American Express, and Gillette.

Full Description


The dizzying barrage of new web-based marketing technologies is leading to confusion, the rule of "hype," and bad marketing decisions. "Beyond "e"" is designed to help sales and marketing executives look beyond current ebusiness fads to understand the fundamentals that will distinguish sales and marketing leaders in the future.

Contents

Introduction: Using Technology To Grow Revenues Part I: Managing Technology's Impact On Markets & Customer Behavior Chapter 1: Designing the Product to Fit the Channel: Chapter 2: The Role of Online Marketplaces Chapter 3: How Technology Changes Branding Chapter 4: Interactive Direct Marketing Part II: Using Technology To Re-Build Sales & Marketing Channels Chapter 5: Managing Multiple Sales and Marketing Channels Chapter 6: Adding Value To Field Sales: Chapter 7: Mastering Networks Of Partners, Media And Middlemen Chapter 8: Putting The Call Center At the Center of The Action Part III: Re-Thinking Sales & Marketing Operations Chapter 9: Re-organizing Around the Customer Chapter 10: Building Customer Care Systems Chapter 11: Rebuilding Customer Exit Barriers With CRM: Chapter 12: Managing The New Universe of Services, Agencies, and Solutions