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Improving Marketing Effectiveness in Digital Age

Publication Date June 1999
Publisher Pearson Education
Product Type Book
Pages 192
ISBN Number 9780273644279
Product Code PRS00001
Improving Marketing Effectiveness in Digital Age
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Summary

The information revolution is radically changing industry, fuelled by the coming of age of database technology and the establishment of a global market through the Internet. This has enabled the development of customer-tailored products and IT-enabled marketing. For marketing managers required to exploit the benefits the technology offers, the pace of technological change can be daunting.

This report from Cranfield School of Management provides a comprehensive overview of IT-enabled marketing. It is written with the needs of marketers in mind, to help them optimise their marketing strategies in the digital world. Drawing on interviews with leading industry observers and academics, complemented by case studies from a wide range of industries, the report illustrates how blue-chip organisations are embracing new information-tailored marketing techniques.

Content

Contents include:

*The drivers for change

*The e-marketing mix

*A map of IT in marketing

*When to use the Internet

*Software for analysis and planning

*Case studies

Industry Events