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New Marketing: Drive the Digital Market or It Will Drive You [Paperback]

Malcolm McDonald , Hugh Wilson
4.5 out of 5 stars  See all reviews (2 customer reviews)
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Book Description

23 Sep 1998
The New Marketing presents a comprehensively revised blueprint for the marketing process developed by Malcolm McDonald and Hugh Wilson to address second-generation changes brought about by technological development and the associated 'information revolution'. Built around the leading concept of a value exchange with customers, it provides essential advice on how to harness the latest technology and incorporate it effectively into marketing practice.

The premise driving the new thinking in this book is that the early stand-alone experimentation with new marketing channels is over for many organizations. The key now is the total integration of new techniques and technologies within the wider marketing process. e-Commerce and CRM, for instance, no longer stand alone as something to plan for separately. Instead, the core processes of marketing need to take account of e-commerce and other IT-enabled channels such as call centres.

This development has meant important new steps in decision making for marketers, who now have to choose the channels which are most appropriate for certain tasks and how they should be integrated to maximise customer value. The book focuses on:

· How marketing must integrate the interactive environment from the outset
· How the choice of channels changes the offer as well as the customer contact
· How the marketing manager's role must change

Having worked on e-commerce and CRM strategy with a range of major companies over the last four years, the authors have developed tools and frameworks to fill these gaps in traditional marketing. The New Marketing draws heavily on this direct practical experience, and offers the ideal guide to tailoring your marketing strategy to the demands and opportunities of the 21st century marketplace.


Provides the marketing framework and tools to help you integrate traditional and e-marketing techniques
Shows how to adapt your marketing role to maximize the customer value and channel advantage
Written by the best selling author of Marketing Plans in collaboration with the leading e-marketing expert

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Product details

  • Paperback: 230 pages
  • Publisher: Butterworth-Heinemann (23 Sep 1998)
  • Language: English
  • ISBN-10: 0750653876
  • ISBN-13: 978-0750653879
  • Product Dimensions: 25 x 19 x 1 cm
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: 1,113,135 in Books (See Top 100 in Books)
  • See Complete Table of Contents

More About the Author

Professor Malcolm McDonald enjoys a global reputation as a leading authority on marketing. He was until recently Professor of Marketing and Deputy Director at Cranfield University School of Management, and is now an Emeritus Professor at the University as well as being an Honorary Professor at Warwick Business School. He has been consultant to many major companies from the United Kingdom, Europe, USA, Far East, South-East Asia, Australasia and Africa, in the areas of strategic marketing and marketing planning, market segmentation, key account management, international marketing and marketing accountability. Malcolm is also Chairman of six companies and works with the operating boards of some of the world's leading multinationals on all continents. He has written over 40 books including the best-selling Marketing Plans: How to prepare them, how to use them and Marketing Accountability.

Product Description

About the Author

MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.

Inside This Book (Learn More)
First Sentence
After the best part of a century of marketing, at the dawn of the new millennium marketing was still perceived as being something to do with promotion and little else. Read the first page
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Customer Reviews

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Most Helpful Customer Reviews
4 of 4 people found the following review helpful
By A Customer
Format:Paperback
Hooray! A book that actually makes sense of how technology and marketing can work together to give commercial advantage!
All too often new technological developments seem to conflict or compete with marketing but this book by McDonald and Wilson cuts through the jargon and provides realistic advice and useful tools on making the digital revolution work for you.
The research is based on a world that I recognise instead of some mythical idealistic business where everything works like clockwork. The book is practical, readable and easy to follow - even for a non-techie!
This is the first book I've read on the subject that has REALLY helped to make sense of the e-commerce/marketing interface.
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4 of 4 people found the following review helpful
4.0 out of 5 stars A practical approach to web-enabled marketing 28 Oct 2002
By A Customer
Format:Paperback
How refreshing to find a book on web-enabled marketing with really practical advice. The New Marketing
includes lots of practical frameworks, with worksheets, for developing marketing strategy that takes account of
the opportunities and threats of IT-enabled channels. This book is a 'must' for anyone working in or moving into
this field of marketing.
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