The dynamic changes in the market and the competitive environment demand a reorientation of marketing strategies. Developing and cultivating direct customer relationships and building customer trust are becoming key success factors. With new technologies such as broadband internet and mobile communication, companies are able to create closer dialogs with key customers. These new technologies will have far-reaching consequences for marketing, sales and customer service. This book analyses the enduring changes marketing is undergoing and present the four most important new concepts: Holistic brand management, customer relationship marketing, real-time marketing and multi-channel marketing. The text is accompanied by selected case studies from all over the world.
Introduction: The New World of Marketing.- I: Challenges after the Internet Hype.- 1 E-Business Is Dead - Long Live E-Business!.- 2 Disruptive Technologies Are Changing Our Everyday Lives.- 3 The Unknown Customer.- II: Brave New Marketing World.- 4 Customer Experience - Holistic Brand Management.- 5 Customization - Customer Relationship Marketing.- 6 Contact - Real-Time Marketing.- 7 Channel - Multi-channel Marketing.- 8 Management Implications of Marketing 2.0.- About the Authors.- Directory of Key Words and Phrases.
