Marketing 2.0 [electronic resource] : Strategies for Closer Customer Relationships /

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. These new technologies will have far-reaching consequences for marketing, sales and customer service. This book analyses the enduring changes marketing is undergoing and present 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.

Bibliographic Details

Main Authors:	Corbae, Gerald. author., Jensen, Jakob B. author., Schneider, Dirk. author., SpringerLink (Online service)
Format:	Texto biblioteca
Language:	eng
Published:	Berlin, Heidelberg : Springer Berlin Heidelberg : Imprint: Springer, 2003
Subjects:	Business., Marketing., Management., Business and Management.,
Online Access:	http://dx.doi.org/10.1007/978-3-540-24783-8
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