TY  - BOOK
AU  - McDonald,Malcolm
AU  - Wilson,Hugh
TI  - The new marketing: transforming the corporate future 
SN  - 0750653876
U1  - 658.84 21
PY  - 2002///
CY  - Oxford, Boston
PB  - Butterworth-Heinemann
KW  - Internet marketing
N1  - Includes bibliographic references and index; Preface --
Ch. 1. The new marketing: drive the digital market or it will drive you --
Ch. 2. Building the future on solid foundations: defining markets and understanding value --
Ch. 3. Planning for market transformation: determining the value proposition --
Ch. 4. Making the future happen: communicating and delivering value --
Ch. 5. Staying on track: monitoring the value delivered --
Ch. 6. Avoiding pitfalls: implementation issues --
Ch. 7. Focusing on tomorrow's customer: future trends and the implications for marketing practice --
Index
N2  - Presents a blueprint for the marketing process to address second-generation changes brought about by technological development and the associated 'information revolution'. This book focuses on: how marketing must integrate the interactive environment from the outset; how the choice of channels changes the offer and customer contact, among others
UR  - http://www.loc.gov/catdir/toc/els051/2004274702.html
UR  - http://www.loc.gov/catdir/description/els051/2004274702.html
UR  - http://repository.fue.edu.eg/xmlui/handle/123456789/4282
ER  -