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The new marketing : transforming the corporate future / Malcolm McDonald and Hugh Wilson.

By: Contributor(s): Material type: TextTextPublisher: Oxford ; Boston : Butterworth-Heinemann, 2002Description: viii, 230 pages : illustrations ; 25 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0750653876
  • 9780750653879
Subject(s): DDC classification:
  • 658.84 21 M.M.N
Online resources:
Contents:
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.
Summary: 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.
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Holdings
Item type Current library Collection Call number Status Date due Barcode
Books Books Main library B8 Commerce and business administration ( Marketing ) 658.84 M.M.N (Browse shelf(Opens below)) Available 00003033

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.

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.

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