The second edition of this text has been thoroughly revised and updated. New features include extra material on e-commerce, customer retention, sales-force automation and loyalty. A Website linked to the book guides students to other relevant sites.
While a week may be a long time in politics, two years is an eternity in today's e-Business age. Since the first edition of this book was published in 1997 the growth of e-Business has been phenomenal and has impacted on all aspects of marketing. Time is now measured at net speed where time to market is calculated in days and weeks rather than months or years. This new edition has been written to reflect these changes.
1. The Marketing Revolution. 2. The marketing challenge. 3. The impact of the information age and e-Commerce on marketing. 4. How can marketing respond? PART 1: 5. Understanding Your Customer. 6. Marketing research. 7. Customer information and customer databases. PART 2: 8. Manage the Relationships with your Customer. 9. Marketing and customer information systems. 10. From database marketing to relationship marketing. PART 3: 11. Develop Offerings for your Customers. 12. Product. 13. Price. 14. Place. 15. Promotion. PART 4: 16. Deliver Offerings to your Customers. 17. Sales management. 18. Service management. 19. Implementing marketing and e-Commerce systems.
Marketing in the Digital Age by John O'Connor
Used - Very Good
Pearson Education Limited
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