Marketing 2.0 - Strategies for Closer Customer Relationships

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Marketing et relations publiques

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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.

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Marketing 2.0 - Strategies for Closer Customer Relationships, Gerald Corbae, Jacob B. Jensen, Dirk Schneider

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Année de publication: 2003
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Titre: Marketing 2.0 - Strategies for Closer Customer Relationships
Langue: Anglais
Auteurs: Gerald Corbae, Jacob B. Jensen, Dirk Schneider
Éditeur: Springer
Publié: 2003
Format: rigide
ISBN10: 3540002855
ISBN13: 9783540002857
Mots clés: Marketing et relations publiques
Description: 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.