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Marketing 2.0: Strategies for Closer Customer Relationships ReviewAs there is no table of content for it on Amazon and so I would like to take the priviledge to type it here for you.Part 1. Challenge after the Internet Hype
Ch1. E-Business is dead - Long live e-business!
Ch2. Disruptive Technologies are changing our everyday lives
Ch3. The Unknown Customer
Part 2. Brave New Marketing World
Ch4. Customer Experience - Holistic Brand Management
Ch5. Customization - Customer Relationship Marketing
Ch6. Contact - Real-time Marketing
Ch7. Channel - Multi-channel Marketing
Ch8. Management Implications of Marketing 2.0 (An interview with Prof. Roland Berger)
Time flies, so as advancement of IT. Naturally this 2001 German book published in English in 2003 seems a little bit obsolete today. However, I must praise the authors for their accurate and realistic forecast of their future world instead of painting a sci-fi movie picture. Moreover, the abundannce (33) of figures/graphs do add points to it. Nevertheless, I must complain that the book title "marketing 2.0" is gimmicky and something addressing eCRM/loyalty is definitely a much more suitable. In short, simply a so so CRM/marketing book. It wont be a loss if you give it a pass.Marketing 2.0: Strategies for Closer Customer Relationships OverviewThe 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. This book analyses the enduring changes that the world of marketing is undergoing and presents 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.
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