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Marketing 2.0
Strategies for Closer Customer Relationships
Udgivet af Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
ISBN
9783642055515
Om denne bog
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 ar…
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Bogdetaljer
Forfatter
Jacob B. Jensen, Gerald Corbae, Dirk Schneider
Forlag
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
Kategori
Ledelse og teknikker
ISBN-13
9783642055515
EAN
9783642055515
Format
Hæftet
Sprog
Engelsk
sider
154
Undertitel
- Strategies for Closer Customer Relationships
Produktbeskrivelse
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. 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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