Beyond "e": 12 Ways Technology is Transforming Sales & Marketing: 12 Ways Technology Is Transforming Sales and Marketing [Hardcover]

Stephen Diorio (Author)

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Product details

Hardcover: 300 pages
Publisher: McGraw-Hill Professional (1 Dec 2001)
Language English
ISBN-10: 0071376496
ISBN-13: 978-0071376495
Product Dimensions: 23.3 x 16.2 x 2.9 cm
Amazon Bestsellers Rank: 2,277,999 in Books (See Top 100 in Books)

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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).

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Amazon.com: 8 reviews

7 of 7 people found the following review helpful

A marketing book of real substance 4 Jan 2002

By A Customer - Published on Amazon.com

Format:Hardcover

Having taught a variety of marketing courses at the undergraduate, graduate and executive levels, I am always looking for books that present the ways in which new technology (and the Internet in particular) are affecting market relationships. Often these texts are full of exaggerrated "war stories" or can be easily summarized into a few general points. Steve Diorio's book, in contrast, is current, meaty and well substantiated. He not only provides several examples of recent successes and failures but synthesizes this new information into the age old framework of serving the customer and firm by adding value to both. I highly recommend this book to any marketing professional as well as any professor who wishes to bring their marketing strategy or course content into the 21st century.

7 of 7 people found the following review helpful

Beyond e...goes beyond the e hype 13 Dec 2001

By Charles B. Jacobina - Published on Amazon.com

Format:Hardcover

Steve Diorio, outlines in 12 ways how technology is transforming the way the customer and the company will interact in the future. He has done an outstanding job of making sense out of all the e hype over the last three years and makes clear what works and what fails as e business becomes more of a digital business strategy. I highly recommend his book to any executive that is thinking about building a sustainable business strategy.

6 of 6 people found the following review helpful

FINALLY... someone with substance! 15 Dec 2001

By Gary Ellsworth - Published on Amazon.com

Format:Hardcover

Finally a book that doesn't force-feed you candy-coated customer experience stories that are interesting but don't tell us anything we do not already know.

Having read most of the more celebrated sales and marketing books of the last decade, this one actually has some substance behind it. I was thoroughly impressed by the amount of research and experience that stands behind this book. Instead of providing a few nice anecdotal cases about customer-centricity or customer loyalty, this book provides a comprehensive view of how technology is changing sales and marketing practices throughout an organization and across all brands. Most importantly, it provides you with actionable insights into modern sales and marketing best practices.

If you have been as frustrated as I have with the superficiality of recent sales and marketing books, then you should definitely give this one a try.

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