- Paperback: 256 pages
- Publisher: A Butterworth-Heinemann Title; illustrated edition edition (15 Oct 1998)
- Language English
- ISBN-10: 0750642033
- ISBN-13: 978-0750642033
- Product Dimensions: 23 x 15.3 x 0.8 cm
- Average Customer Review: 4.0 out of 5 stars See all reviews (2 customer reviews)
- Amazon Bestsellers Rank: 2,226,737 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Product Description
This book follows Bickerton's successful "Cybermarketing" which advised marketing managers on how to create a site and start using the net to sell products and services. The new book offers advice at the next level up to senior executives/directors about using nets as part of a corporate communications and marketing strategy.
This book delivers a no-nonsense and pragmatic view on the use of these technologies within an organization as both a private and public communication channel. It is designed to show senior executives how to use the technology in a range of activities from straight selling through to sophisticated corporate communications. To demonstrate how to integrate nets with broader marketing strategy the key features of this book are:
* A powerful model for explaining the strategic uses and strengths of the Internet, Extranets and Intranets. The authors have created a matrix showing the features of each, and the potential linkages between them, to demonstrate how to use them individually or in a "mix".
* Clear guidance on how to bridge the gap between IT and Marketing to exploit the technology rather than getting bogged down in it.
* Copious exercises and real life examples accompanied by worksheets in each chapter so that real campaigns can be put together from the book.
Strategic focus for senior managers
Bridging the IT/marketing divide
Shows how to apply the latest ideas
This book delivers a no-nonsense and pragmatic view on the use of these technologies within an organization as both a private and public communication channel. It is designed to show senior executives how to use the technology in a range of activities from straight selling through to sophisticated corporate communications. To demonstrate how to integrate nets with broader marketing strategy the key features of this book are:
* A powerful model for explaining the strategic uses and strengths of the Internet, Extranets and Intranets. The authors have created a matrix showing the features of each, and the potential linkages between them, to demonstrate how to use them individually or in a "mix".
* Clear guidance on how to bridge the gap between IT and Marketing to exploit the technology rather than getting bogged down in it.
* Copious exercises and real life examples accompanied by worksheets in each chapter so that real campaigns can be put together from the book.
Strategic focus for senior managers
Bridging the IT/marketing divide
Shows how to apply the latest ideas
About the Author
By Mrs. Pauline Bickerton, Mr. Matthew Bickerton and Ms. Kate Simpson-Holley
Inside This Book
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First Sentence
This book seeks to offer a strategic approach to the issues facing all organizations wanting to adopt Internet technology in order to generate measurable business solutions. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
This book seeks to offer a strategic approach to the issues facing all organizations wanting to adopt Internet technology in order to generate measurable business solutions. Read the first page
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Concordance
Browse Sample PagesConcordance
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews
Most Helpful Customer Reviews
Great cover, and even a greater title, just a shame not a such great content. The book is not telling you any information you could not find in any other strategy book, except for making you wonder why you bought the book. The case sudies are short and low on description.... . All in all, not a bad book for beginners, it makes some good use of the value chain model.
0 of 1 people found the following review helpful
Rather than IT people thrashing at applications such as Intranets, this book helps business people review strategically what they are looking for from this technology. In today's climate, you have to prove the business returns and this book provided me with models and conceptual frameworks which made this possible - it was really useful for me.
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
2 reviews
1 of 1 people found the following review helpful
Very well layed out book
16 Jun 1999
I read this book and believe it is very useful in providing a review of the strategies and application of Electronic Commerce and the Internet phenomen into the modern business environment.
It also analyses the benefits of Intranets and Extranets. There are some very good tables and diagrams which summarise information neatly. Definitely worth reading for any business person or student of business.
Make Sure You Read This One!
11 July 2000
If you're looking for a book that uses a non-technical approach to address really difficult issues, this is one you must read. Anyone that is starting a new project or contemplating a major update should look at these lessons carefully.
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