New Economy Excellence Series, New Economy Emotion: Engaging...

Features

• Cover Type: Paperback with 256 pages
• Published by: Wiley
• Edition: 1st Edition July 13, 2001
• Written in: English
• ISBN 10 Number: 0470841354
• ISBN 13 Number: 978-0470841358
• Book Dimensions: 8.6 x 5.4 x 0.6 inches
• Weighs: 11.5 ounces

Product Description
Despite the hype, e-commerce involves approaches that have long been established in conventional markets. The main difference is one of customer intimacy and reach. Through online Customer Relationship Management (CRM), e-commerce allows for the first time the possibility of genuine one-to-one marketing and communication - even in mass markets. looking at both long- and short-term strategies as part of the groundbreaking New Economy Excellence series, New Economy Emotion clearly shows how to integrate existing strengths with the Internet's awesome power for personal interaction in a powerful ongoing loop.

Other titles in the New Economy Excellence series include:

New Economy Edge: Strategies and Techniques for Boosting Online Profitability
Jeremy Kourdi - 0471498440
New Economy Energy: Unleashing Knowledge for Competitive Advantage
Sultan Kermally - 0471499633
New Economy Expression: Redefining Marketing in the Multi-Channel Age
David Mercer - 0471500089

From the Inside Flap
The extraordinary growth of e-business has generated new business paradigms that have changed the competitive landscape for many "old economy" companies. What is the role of marketing in the midst of this change? Does it have a role?

Companies that are market-focused have a competitive Value Proposition and continuously strive to improve their customer relationships, are more likely to leverage their presence on the Internet to their advantage and to achieve leadership positions.

This book looks at both long- and short-term strategies for marketing as part of an integrated approach between "old and new" marketing. The authors call this the "Internet Marketing Loop". This practical step-by-step guide identifies the need to see the Web not just as another channel or a replacement for traditional methods, but as a tool for executing powerful customer-focused strategies. Topics covered include:
* How to create and execute effective email marketing campaigns
* How to build and sustain customer relationships with personalised websites
* How to implement a successful e-CRM environment
This book will enable managers responsible for marketing and business development to face the challenge of relating to their market through the Web in a professional, profitable and competitive way.