Product Description
The dizzying barrage of new web-based marketing technologies is leading to confusion, the rule of “hype,” and bad marketing decisions.
Beyond "e" is designed to help sales and marketing executives look beyond current ebusiness fads to understand the fundamentals that will distinguish sales and marketing leaders in the future.
Book Description
Despite the tremendous sums being spent on e-commerce sites, and the excitement of creating brands and security customer loyalty on the Web, the marketing function in most businesses has not yet been dramatically restructured around technology. This is about to change. Fortune 500 companies spend roughly 25% of their annual sales on marketing and they are realizing that technology is consuming a growing portion of this huge budget.
Beyond "e" is a handbook for the re-organization of the entire marketing function--so that it uses technology to maximize its impact on customers. A number of successful books have already been published on the topic of Internet-based marketing such as Loyalty.com and Customers.com. These books focus on the important topics of branding and customer relationship management. In contrast,
Beyond "e" is focused
not just on Web-based marketing, but the entire traditional marketing function in organizations--and how every aspect of it can be reorganized around the customer, using new technologies--not just the Web but options such as high-tech customer call centers, outsourcing pieces of the marketing function, or creating multi-channel distribution systems. The book is full of case studies from American Express, GE, IBM and other clients of author Steve Diorio's marketing strategy firm IMT Strategies. Topics include: organizing around the customer; creating an enterprise-wide "single point of contact" for customers; using technology to build and maintain customer loyalty; adapting sales and marketing techniques to the "E-world" (pricing and branding strategies).