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    DIGITAL MARKETING STRATEGY - TEXT AND CASES

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    565218

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    Sinopse

    'Digital Marketing Strategy' emphasizes how digital technologies make marketing more effective because they allow for individual attention, better campaign management, and better product, marketing design, and execution. The book does not ignore the fundamental theories of marketing, but emphasizes their usefulness in developing a response to the threats and opportunities created by the Internet. It is organized around an easy-to-understand flow diagram for formulating marketing strategies: understand customer needs, formulate a strategy, implement the strategy, and build trust with customers. Digital technology discussed includes customer relationship management software, sales force automation, wireless technology, marketing automation software, and decision support systems. Case studies throughout the book illustrate real-life digital technology scenarios; they include: Mothernature.com, Dell, Insite, Terra Lycos, MarketSoft, OSRAM Sylvania, Logistics.com, Travelocity, and Citibank Online. For anyone pursuing a career in marketing; also for practitioners, marketing professionals, consultants, executive trainers and others employed in corporate training.
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    ISBN9780131831773
    Pré vendaNão
    Peso241g
    Autor para link
    Livro disponível - pronta entregaNão
    Tipo itemLIVRO IMPORTADO ADQ MERC INTERNO
    Número de páginas216
    Número da edição1ª EDIÇÃO - 2003
    Código Interno565218
    Código de barras9780131831773
    AcabamentoPAPERBACK
    AutorURBAN, GLEN
    EditoraPRENTICE HALL
    Sob encomendaSim

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