Interactive marketing
著者
書誌事項
Interactive marketing
Gower, c1996
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注記
Includes index
内容説明・目次
内容説明
Studying the application of IT to marketing, this work explains why customer dialogue is the key to business success and how technology can provide the means. With the use of practical examples and case studies, it suggests ways of involving the customer directly in the production process.
目次
- Interactive marketing - the end of the mass marketing era
- the commerce game in a new age
- the competitive edge strategy
- aftermarketing - the client game
- customer automation - the possibilities game
- the hand of partnership
- trends and visions of change in organization, marketing and information technology
- seeing tomorrow through today, or today through tomorrow
- wait no longer, the morning dawns. Appendices: interactive resources as components of interactive marketing - the possibilities for interactive compact discs (CD-I)
- the impact of information technology on marketing
- from frequent flyer to frequent buyer.
「Nielsen BookData」 より
