- Hardcover: 176 pages
- Publisher: McGraw-Hill Inc.,US (1 Nov 1998)
- Language English
- ISBN-10: 0070526753
- ISBN-13: 978-0070526754
- Product Dimensions: 23 x 15.6 x 2.4 cm
- Average Customer Review: 4.2 out of 5 stars See all reviews (4 customer reviews)
- Amazon Bestsellers Rank: 3,508,456 in Books (See Top 100 in Books)
- See Complete Table of Contents
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More About the Author
Product Description
Synopsis
Exploring mutual influences of information, new media and human behaviour and how they influence one another in the business and marketing spheres, this text includes a number of case studies from leading companies world-wide.
From the Back Cover
"Paul Postma is one of those rare marketing thinkers whose
deep technical knowledge and psychological insights make him
a perfect guide to illuminate for 'Old Era Marketers' the
rich opportunities being opened up by the new electronic
media." - Philip Kotler, Distinguished Professor of International
Marketing, Northwestern University.
"His approach has proved invaluable as we developed our
marketing strategy and increased our revenues." - Thomas Van
Velthoven, Director of Marketing, The International Red Cross.
"His knowledge and insight have proven invaluable to our marketing
strategy." - H.J. Kievits, Marketing Communications, Shell.
"Postma is the ideal person to guide us into the new marketing
era." - Gert Bouwkamp, Senior Executive Vice President, Rabobank.
"This fascinating book made me completely rethink my company's
marketing strategy." - Peter M. Verkuyl, Managing Director,
Auto Lease Holland.
"An outstanding marketer, Postma's innovative approach is
highly stimulating." - Tom H.M. Dunn, Director Meespierson,
The Fortis Group.
"His concepts, theories, and applications helped us get up
to speed in 'Customer Management' thinking." - Ingrid K. Van Rossum,
Vice President Distribution, KLM Royal Dutch Airlines.
"A leading authority, he's able to bridge the opportunities of tomorrow
with the customer needs of today." - Paul Malschaert, Decision Support
Manager Europe, Compaq.
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Customer Reviews
Most Helpful Customer Reviews
Format:Hardcover
Reviewers who are looking for 'guidance on how to market' are missing the point. Paul is stripping back the layers of jargon to examine the fundamental relationships between new media and the human condition. Let's not get too philosophical here, but this is psychotechnology...or is it psychobabble?
Format:Hardcover
Paul is a straight-forward writer, with a good heart.
Format:Hardcover
With such a lot of ridiculous jargon associated with marketing techniques, new and old, it is refreshing to read Paul Postma's splendid encapsulation of the human condition and how it responds to the marketing challenges of the information age. Within the five chapters of well-organised theories which are remarkably easy to absorb, there is some excellent practical advice for those of us for whom keeping up to date with marketing techniques is vital.
I was delighted to come across phrases such as 'Relations make the world go round' and 'the less information the better' as Postma clearly demonstrates that in the centre of this huge mass of data which we strive to arrange and rearrange in our ever more sohpisticated attempts at one-to-one marketing, there is a significant human element - the essence of the deal.
In all my 20 something years of Services marketing I have always held two things close to my heart; there is always a deal, and the sales stimulant is always simple. Of course, discovering what the deal is and its catalyst becomes more and more difficult when there are so many options, so much information, so many opportunities for competitive advantage and so many risks. But, as a practitioner, someone that implements real campaigns to deliver actual business benefits on a daily basis, books like this are essential reading as we brace ourselves for yet another new marketing era.
Caroline Whitehead Marketing Consultant Bristol, UK
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