Beyond e
12 Ways Technology is transforming Sales and Marketing Strategy
Résumé
Drawing on case studies from leading marketers such as IBM, Eastman Chemical, eBay, CitiGroup, GM, Dell and many others, author Stephen Diorio explains how sales and marketing leaders can:
- Identify where technology can help them grow their businesses faster and get more mileage out of their sales and marketing dollars;
- Develop an action plan to take action today and create competitive advantage tomorrow;
- Anticipate the dramatic changes technology will bring to traditional marketing operations, marketing channels and customers in the coming decade.
If E-Commerce Isn't A Silver Bullet, What Is? How to Use CRM Tools, Interactive Marketing, Online Marketplaces and Other New Technologies to Drive Revenue Growth
e-business fads that have burned many managers. It's a tactical handbook for anyone struggling with the fundamentals of using technology to maximize their sales and marketing efforts."
—Don Peppers, President, Peppers and Rogers Group
"Beyond e goes beyond the typical marketing fluff. We began implementing these ideas immediately" Robert Stagno, Vice President of Worldwide Direct Marketing, IBM
"...An outstanding blend of strategic insights and pragmatic advice."
Dale Kutnick, CEO of The META Group
"How will sales and marketing executives survive the next technology cycle? How can we turn technology chaos into advantage? What are the best opportunities to take right now? This book will help you answer those questions for your organization, using strategies based on the innovations and forward thinking of some of America's top companies..."
From the Foreword
Technology has transformed the ways that marketers must approach operations, channels, and customer bases ... and changes in the next decade will be even more dramatic. Beyond "e" shows marketing managers how to successfully blend current and future technologies into their existing marketing strategies, broadening their marketing reach while simultaneously focussing on the wants and needs of particular groups and even individual customers.
Each of the book's twelve chapters outlines how technology will impact a particular aspect of sales and marketing, laying out specific management strategies for taking advantage of these opportunities. Based on research conducted by IMT Strategies, Beyond "e"provides insightful analyses and hands-on recommendations, including:
- Branding strategies to meet the changing needs of online buyers
- How to integrate interactive direct marketing tools into existing marketing mixes
- Six fundamental ways that networks will revolutionize the flow of information
- Techniques for mastering customer service delivery across many channels
- Seven short-term tactics to protect margins and boost market share
- How to maximize new, technology-enabled, peer-to-peer networking systems
- Ways to transform call centers into strategic traffic cops
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
Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | Mc Graw Hill |
| Auteur(s) | Stephen G. Diorio |
| Parution | 20/12/2001 |
| Nb. de pages | 300 |
| Format | 15,5 x 23,5 |
| Couverture | Relié |
| Poids | 644g |
| Intérieur | Noir et Blanc |
| EAN13 | 9780071376495 |
| ISBN13 | 978-0-07-137649-5 |
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