E-marketing : improving marketing effectiveness in a digital world

By: McDonald, MalcolmContributor(s): Wilson, HughMaterial type: TextTextPublication details: [London?], New Delhi : Financial Times Prentice Hall, 1999Description: xv, 163p.: illustrationsISBN: 9788178082295; 8178082292; 9780273644279; 0273644270 Subject(s): Marketing -- Data processing | Electronic commerce | Internet marketing | Marketing | Internet | E-commerce | Management, administration, and business studiesDDC classification: 658.84
Contents:
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.
Summary: 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.
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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.

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