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| NEW MARKETING
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To order this title, and for more information, click here
By
Malcolm McDonald, Until recently, Professor of Marketing and Deputy Director of Cranfield School of Management and formerly Marketing Director of Canada Dry, UK
Hugh Wilson, Director of the Centre for e-Marketing at Cranfield School of Management, UK
Description
The New Marketing presents a comprehensively revised blueprint for the marketing process developed by Malcolm McDonald and Hugh Wilson
to address second-generation changes brought about by technological development and the associated 'information revolution'. Built around
the leading concept of a value exchange with customers, it provides essential advice on how to harness the latest technology and incorporate
it effectively into marketing practice.
The premise driving the new thinking in this book is that the early stand-alone experimentation
with new marketing channels is over for many organizations. The key now is the total integration of new techniques and technologies within
the wider marketing process. e-Commerce and CRM, for instance, no longer stand alone as something to plan for separately. Instead, the
core processes of marketing need to take account of e-commerce and other IT-enabled channels such as call centres.
This development
has meant important new steps in decision making for marketers, who now have to choose the channels which are most appropriate for certain
tasks and how they should be integrated to maximise customer value. The book focuses on:
How marketing must integrate the interactive
environment from the outset
How the choice of channels changes the offer as well as the customer contact
How the marketing manager's
role must change
Having worked on e-commerce and CRM strategy with a range of major companies over the last four years, the authors
have developed tools and frameworks to fill these gaps in traditional marketing. The New Marketing draws heavily on this direct practical
experience, and offers the ideal guide to tailoring your marketing strategy to the demands and opportunities of the 21st century marketplace.
Audience
Professional marketers, CIM Members; Senior undergraduate and postgraduate students.
Contents
New marketing: drive the digital market or it will drive you; Building the future on solid foundations: defining markets and understanding
value; Planning for market transformation: determining the value proposition; Making the future happen: communicating and delivering
value; Staying on track: monitoring the value delivered; Avoiding pitfalls: implementation issues; Focusing on tomorrow's customer: future
trends and the implications for marketing practice.
| Bibliographic details |
Paperback, 230 pages, publication date: JUL-2002
ISBN-13: 978-0-7506-5387-9
ISBN-10: 0-7506-5387-6
Imprint: BUTTERWORTH HEINEMANN
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| Price and Ordering |
Price:
EUR 42.95
USD 50.95
GBP 29.99
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076/734
Last update: 30 Nov 2009
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