Profiting from eCRM: Making the New Marketing Work (Financial Times Series) - Softcover

Wilson, Hugh; Daniel, Elizabeth; Mcdonald, Malcolm; Ward, John; Sutherland, Frances

Softcover

ISBN 10: 0273654217 ISBN 13: 9780273654216

Verlag: Financial Times/ Prentice Hall, 2000

Inhaltsangabe

In the new economy companies must integrate marketing processes throughout the business and embrace a single-minded focus on customer value. To achieve this, marketing needs to fully understand and seize the opportunities provided by IT.

This new report from Cranfield School of Management sets out in clear, accessible terms the essential applications of IT to marketing processes. It provides techniques for identifying which projects are worth pursuing and which should be shelved, and introduces a step-by-step process for phasing in eCRM within your legacy systems. The report draws extensively on interviews and workshops with practitioners in blue chip companies. Relevant to marketing managers, web managers and board directors alike, it can help your business successfully adopt an integrated eCRM system.

Contents include:

• A map of the new marketing
• A survey of e-marketing applications
• Profiting from e-marketing: identifying and achieving benefits
• Factors for success in CRM projects
• Evolving the organisation towards e-marketing: a stage model

Über diesen Titel

Über die Autorin bzw. den Autor

Hugh Wilson is a Visiting Fellow and Director of the Centre for e-Marketing at Cranfield School of Management.

Details zur Ausgabe

• Verlag: Financial Times/ Prentice Hall
• Erscheinungsdatum: 2000
• Sprache: Englisch
• ISBN 10: 0273654217
• ISBN 13: 9780273654216
• Einband: Taschenbuch
• Auflage: 1
• Anzahl der Seiten: 148
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar