E-marketing : improving marketing effectiveness in a digital world
McDonald, Malcolm ;
E-marketing : improving marketing effectiveness in a digital world - [London?], New Delhi : Financial Times Prentice Hall, 1999. - xv, 163p.: illustrations ;
Includes Bibliography & Index.
Copublished by Cranfield University School of Management.
List of figures--
List of tables--
Series introduction--
Preface--
1 INTRODUCTION--
1.1 Information tailoring in market space--
1.2 Aims and overview of method--
1.3 Report structure--
2 THE DRIVERS OF CHANGE--
2.1 Introduction--
2.2 IT and efficiency--
2.3 IT and effectiveness--
2.4 The integrated customer database--
2.5 Wide area networks and the Internet--
2.6 Changes in consumer behaviour and marketing--
2.7 Summary--
3 THE E-MARKETING MIX--
3.1 Integration: know your customer--
3.2 Interactivity: beyond addressability to dialogue--
3.3 Individualisation: information-enabled tailoring--
3.4 Independence of location: the death of distance--
3.5 Intelligence: informed strategy--
3.6 Industry restructuring: redrawing the market map--
4 A MAP OF IT IN MARKETING--
4.1 Introduction--
4.2 Operational data: customers, products and transactions--
4.3 Operational functions: the customer interface--
4.4 Aggregated data: markets and product groups--
4.5 Market research and other external data sources--
4.6 Segmentation and aggregation--
4.7 Management information and control--
4.8 Marketing analysis and planning--
4.9 Summary--
5 WHEN TO USE THE INTERNET--
5.1 Introduction--
5.2 When is the Internet applicable?--
5.3 Example: Amazon.com books--
5.4 Summary--
6 SOFTWARE FOR ANALYSIS AND PLANNING--
6.1 Introduction--
6.2 Marketing planning software: a simplified typology--
6.3 Comparison of approaches--
6.4 Approaches to market modelling: a comparison--
6.5 Summary--
7 CASE STUDIES--
7.1 Introduction--
7.2 Case A: customer information in a paper company--
7.3 Case B: exploiting customer data in a utility--
7.4 Case C: adding intelligence to customer interaction in financial services--
7.5 Case D: supporting R&D in pharmaceuticals--
7.6 Case E: marketing EIS in a food products company--
7.7 Case F: causal modelling in a food conglomerate--
7.8 Case G: causal modelling in a drinks company--
7.9 Case H: planning in a speciality chemicals company--
8 CONCLUSIONS: THE NEED FOR FURTHER RESEARCH--
8.1 The motivation for research--
8.2 The practitioner perspective--
Appendix A Expert respondents--
Bibliography--
Index.
Drawing on interviews and case studies from a wide range of industries, the report illustrates how blue-chip companies are embracing new information-tailored marketing techniques.
9788178082295 8178082292 9780273644279 0273644270
Marketing -- Data processing.
Electronic commerce.
Internet marketing.
Marketing.
Internet.
E-commerce.
Management, administration, and business studies.
658.84 / MAC
E-marketing : improving marketing effectiveness in a digital world - [London?], New Delhi : Financial Times Prentice Hall, 1999. - xv, 163p.: illustrations ;
Includes Bibliography & Index.
Copublished by Cranfield University School of Management.
List of figures--
List of tables--
Series introduction--
Preface--
1 INTRODUCTION--
1.1 Information tailoring in market space--
1.2 Aims and overview of method--
1.3 Report structure--
2 THE DRIVERS OF CHANGE--
2.1 Introduction--
2.2 IT and efficiency--
2.3 IT and effectiveness--
2.4 The integrated customer database--
2.5 Wide area networks and the Internet--
2.6 Changes in consumer behaviour and marketing--
2.7 Summary--
3 THE E-MARKETING MIX--
3.1 Integration: know your customer--
3.2 Interactivity: beyond addressability to dialogue--
3.3 Individualisation: information-enabled tailoring--
3.4 Independence of location: the death of distance--
3.5 Intelligence: informed strategy--
3.6 Industry restructuring: redrawing the market map--
4 A MAP OF IT IN MARKETING--
4.1 Introduction--
4.2 Operational data: customers, products and transactions--
4.3 Operational functions: the customer interface--
4.4 Aggregated data: markets and product groups--
4.5 Market research and other external data sources--
4.6 Segmentation and aggregation--
4.7 Management information and control--
4.8 Marketing analysis and planning--
4.9 Summary--
5 WHEN TO USE THE INTERNET--
5.1 Introduction--
5.2 When is the Internet applicable?--
5.3 Example: Amazon.com books--
5.4 Summary--
6 SOFTWARE FOR ANALYSIS AND PLANNING--
6.1 Introduction--
6.2 Marketing planning software: a simplified typology--
6.3 Comparison of approaches--
6.4 Approaches to market modelling: a comparison--
6.5 Summary--
7 CASE STUDIES--
7.1 Introduction--
7.2 Case A: customer information in a paper company--
7.3 Case B: exploiting customer data in a utility--
7.4 Case C: adding intelligence to customer interaction in financial services--
7.5 Case D: supporting R&D in pharmaceuticals--
7.6 Case E: marketing EIS in a food products company--
7.7 Case F: causal modelling in a food conglomerate--
7.8 Case G: causal modelling in a drinks company--
7.9 Case H: planning in a speciality chemicals company--
8 CONCLUSIONS: THE NEED FOR FURTHER RESEARCH--
8.1 The motivation for research--
8.2 The practitioner perspective--
Appendix A Expert respondents--
Bibliography--
Index.
Drawing on interviews and case studies from a wide range of industries, the report illustrates how blue-chip companies are embracing new information-tailored marketing techniques.
9788178082295 8178082292 9780273644279 0273644270
Marketing -- Data processing.
Electronic commerce.
Internet marketing.
Marketing.
Internet.
E-commerce.
Management, administration, and business studies.
658.84 / MAC