Description
Book SynopsisDespite the hype, e-commerce involves approaches that have long been established in conventional markets. The main difference is one of customer intimacy and reach. Through online Customer Relationship Management (CRM), e-commerce allows for the first time the possibility of genuine one-to-one marketing and communication - even in mass markets. Examining both long- and short-term strategies as part of the groundbreaking New Economy Excellence series, New Economy Emotion clearly shows how to integrate existing strengths with the Internet''s tremendous power for personal interaction in a powerful ongoing loop.
Other titles in the New Economy Excellence series include:
New Economy Edge: Strategies and Techniques for Boosting Online Profitability
Jeremy Kourdi - 0471498440
New Economy Energy: Unleashing Knowledge for Competitive Advantage
Sultan Kermally - 0471499633
New Economy Expression: Redefining Marketing in the Multi-Channel Age
Table of ContentsIntroduction.
Marketing and the Internet.
Relationship Marketing on the Web.
The Personalised Web Site.
E-mail Marketing.
Campaign Management.
Closing the Loop.
Dealing with Real People.
Getting it Done.
Creating More Customer Value.
Bibliography.
Index.
