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Marketing 2.0 : Strategies for Closer Customer Relationships - Gerald Corbae
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Gerald Corbae:

Marketing 2.0 : Strategies for Closer Customer Relationships - Pasta blanda

2010, ISBN: 3642055516

[EAN: 9783642055515], Neubuch, [PU: Springer Berlin Heidelberg], CUSTOMERRELATIONSHIPMULTI-CHANNELREAL-TIMEMARKETING; STRATEGICBRANDMANAGEMENT; TRUSTBASEDMARKETING; BUSINESS; COMMUNICATIO… Más…

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Marketing 2.0 - Jensen, Jacob B.;Schneider, Dirk;Corbae, Gerald
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Jensen, Jacob B.;Schneider, Dirk;Corbae, Gerald:

Marketing 2.0 - Pasta blanda

2010, ISBN: 9783642055515

[ED: Softcover], [PU: Springer / Springer Berlin Heidelberg / Springer, Berlin], The dynamic changes in the market and the competitive environment demand a reorientation of marketing stra… Más…

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Marketing 2.0: Strategies for Closer Customer Relationships - Corbae, Gerald
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Corbae, Gerald:
Marketing 2.0: Strategies for Closer Customer Relationships - Pasta blanda

2009

ISBN: 9783642055515

Mitwirkende: Jensen, Jacob B. Mitwirkende: Schneider, Dirk, Springer Berlin Heidelberg, Taschenbuch, Auflage: Softcover reprint of the original 1st ed. 2003, 160 Seiten, Publiziert: 2009-… Más…

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Marketing 2.0: Strategies for Closer Customer Relationships - Corbae, Gerald
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Corbae, Gerald:
Marketing 2.0: Strategies for Closer Customer Relationships - Pasta blanda

2009, ISBN: 9783642055515

Mitwirkende: Jensen, Jacob B. Mitwirkende: Schneider, Dirk, Springer Berlin Heidelberg, Taschenbuch, Auflage: Softcover reprint of the original 1st ed. 2003, 160 Seiten, Publiziert: 2009-… Más…

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Marketing 2.0 - Gerald Corbae; Jacob B. Jensen; Dirk Schneider
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Gerald Corbae; Jacob B. Jensen; Dirk Schneider:
Marketing 2.0 - Pasta blanda

2010, ISBN: 9783642055515

Strategies for Closer Customer Relationships, Buch, Softcover, Softcover reprint of the original 1st ed. 2003, [PU: Springer Berlin], Springer Berlin, 2010

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Detalles del libro
Marketing 2.0
Autor:
Título:
ISBN:

3642055516


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. This book analyses the enduring changes that the world of marketing is undergoing and presents 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.

Detalles del libro - Marketing 2.0


EAN (ISBN-13): 9783642055515
ISBN (ISBN-10): 3642055516
Tapa dura
Tapa blanda
Año de publicación: 2010
Editorial: Springer Berlin

Libro en la base de datos desde 2011-08-07T23:53:56+02:00 (Madrid)
Página de detalles modificada por última vez el 2023-09-23T15:32:01+02:00 (Madrid)
ISBN/EAN: 3642055516

ISBN - escritura alterna:
3-642-05551-6, 978-3-642-05551-5
Mode alterno de escritura y términos de búsqueda relacionados:
Autor del libro: dirk jacobs, jensen, schneider dirk, jacob schneider, schneider jens
Título del libro: much closer, closer you, marketing

Datos del la editorial

Autor: Gerald Corbae; Jacob B. Jensen; Dirk Schneider
Título: Marketing 2.0 - Strategies for Closer Customer Relationships
Editorial: Springer; Springer Berlin
154 Páginas
Año de publicación: 2010-12-15
Berlin; Heidelberg; DE
Impreso en
Peso: 0,454 kg
Idioma: Inglés
53,49 € (DE)
54,99 € (AT)
59,00 CHF (CH)
POD
VI, 154 p.

BC; Marketing; Hardcover, Softcover / Wirtschaft/Werbung, Marketing; Marketing und Vertrieb; Verstehen; Customer Relationship Marketing; Multi-channel Marketing; Real-time Marketing; Strategic Brand Management; Trust Based Marketing; business; communication; management; marketing; strategy; Management; Marketing; Management; Management und Managementtechniken; BB

Introduction: The New World of Marketing.- I: Challenges after the Internet Hype.- 1 E-Business Is Dead — Long Live E-Business!.- 1.1 The Rise and Fall of the “New Economy”.- 1.2 The Corporations Strike Back.- 1.3 On the Road to a Digital Economy.- 2 Disruptive Technologies Are Changing Our Everyday Lives.- 2.1 From Slow to Fast — The Promise of Bandwidth.- 2.2 From Single to Multiple — The Changing Faces of Personal Devices.- 2.3 From Corporate to Fashion — Versatility and Fun.- 2.4 From One to Many — Partnerships along the Value Chain.- 2.5 Technologies Take Time.- 3 The Unknown Customer.- 3.1 The Ignorance of Companies.- 3.2 The Advantages of Close Customer Relationships.- 3.3 What Today’s Customers Want.- II: Brave New Marketing World.- 4 Customer Experience — Holistic Brand Management.- 4.1 Trust Is an Important Aspect of Holistic Brand Management.- 4.2 Holistic Brand Management for Individual Customers.- 4.3 Consumer Trusted Brands.- 4.4 From Products to Services.- 5 Customization — Customer Relationship Marketing.- 5.1 The Vision of the Individual Customer Relationship.- 5.2 Only Few Brands Have the Right to Customer Relationships.- 5.3 The Challenges of Loyalty Programs.- 6 Contact — Real-Time Marketing.- 6.1 The Internet as a Medium for Interactive Customer Relationships.- 6.2 Real-Time Marketing Has Serious Consequences for the 4 “Ps” of Marketing.- 6.3 From the Call Center to the Customer Interaction Center.- 7 Channel — Multi-channel Marketing.- 7.1 Shoppers Who Use Multiple Channels Tend to Be More Loyal.- 7.2 Claims and Reality of Multi-channel Marketers.- 7.3 Pervasive Presence in All Channels.- 7.4 The Three Pillars of Multi-channel Marketing.- 8 Management Implications of Marketing 2.0.- 8.1 An Interview with Prof. Roland Berger.- About the Authors.- Directory of Key Words and Phrases.

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