Déjà client ? Identifiez-vous

Mot de passe oublié ?

Nouveau client ?

CRÉER VOTRE COMPTE
Beyond e
Ajouter à une liste

Librairie Eyrolles - Paris 5e
Indisponible

Beyond e

Beyond e

12 Ways Technology is transforming Sales and Marketing Strategy

Stephen G. Diorio

300 pages, parution le 20/12/2001

Résumé

The dizzying barrage of new marketing technologies is leading to confusion, the rule of "hype," and bad marketing investments and decisions. Beyond "e" is designed to help sales and marketing executives look beyond current e-business fads to understand the fundamentals that will distinguish sales and marketing leaders in the future. The book provides a blueprint for using advances in technology—including but not limited to the Web—to get more marketing power for less money.

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.
The winning strategies in Beyond "e" are based on original best practices research and interviews with thousands of customers and sales and leading marketers, and technology trend analysis from the META Group—the leading IT advisory firm.

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
Strategies to organize around customers and processes, instead of products and business units Far too often, successful marketing and business strategies are squeezed and distorted to make them fit into flashy new technologies. Beyond 'e' puts the cart once again before the horse, providing new tools to support rather than replace current selling approaches and showing marketers how to use today's exciting web-based technologies to create solidly constructed, effective, and powerful marketing programs.

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

Avantages Eyrolles.com

Livraison à partir de 0,01 en France métropolitaine
Paiement en ligne SÉCURISÉ
Livraison dans le monde
Retour sous 15 jours
+ d'un million et demi de livres disponibles
satisfait ou remboursé
Satisfait ou remboursé
Paiement sécurisé
modes de paiement
Paiement à l'expédition
partout dans le monde
Livraison partout dans le monde
Service clients sav.client@eyrolles.com
librairie française
Librairie française depuis 1925
Recevez nos newsletters
Vous serez régulièrement informé(e) de toutes nos actualités.
Inscription