Overview
Selected case studies from all over the world
A concentrated and highly knowledgeable strategic compass for a new marketing world
Ideas and insights for senior managers and marketing executives, regardless of their industry
Includes supplementary material: sn.pub/extras
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Table of contents (9 chapters)
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Front Matter
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Introduction: The New World of Marketing
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Challenges after the Internet Hype
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Front Matter
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Back Matter
Keywords
About this book
The dynamic changes in the market and the competitive environment demand a reorientation of marketing strategies. Developing and cultivating direct customer relationships and building customer trust are becoming key success factors. With new technologies such as broadband internet and mobile communication, companies are able to create closer dialogs with key customers. These new technologies will have far-reaching consequences for marketing, sales and customer service. This book analyses the enduring changes marketing is undergoing and present the four most important new concepts: Holistic brand management, customer relationship marketing, real-time marketing and multi-channel marketing. The text is accompanied by selected case studies from all over the world.
Authors and Affiliations
Bibliographic Information
Book Title: Marketing 2.0
Book Subtitle: Strategies for Closer Customer Relationships
Authors: Gerald Corbae, Jakob B. Jensen, Dirk Schneider
DOI: https://doi.org/10.1007/978-3-540-24783-8
Publisher: Springer Berlin, Heidelberg
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eBook Packages: Springer Book Archive
Copyright Information: Springer-Verlag Berlin Heidelberg 2003
Hardcover ISBN: 978-3-540-00285-7Published: 21 July 2003
Softcover ISBN: 978-3-642-05551-5Published: 15 December 2010
eBook ISBN: 978-3-540-24783-8Published: 20 March 2013
Edition Number: 1
Number of Pages: VI, 154
Topics: Marketing, Management