Marketing 2.0

by Corbae, Gerald; Jensen, Jacob B.; Schneider, Dirk

• ISBN13: 9783540002857
• ISBN10: 3540002855
• Format: Hardcover
• Copyright: 2003-10-01
• Publisher: Springer Verlag

Summary

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.

Table of Contents

Introduction: The New World of Marketing	1	(10)
Part I: Challenges after the Internet Hype
1 E-Business Is Dead - Long Live E-Business!	11	(12)
1.1 The Rise and Fall of the "New Economy"	12	(3)
1.2 The Corporations Strike Back	15	(4)
1.3 On the Road to a Digital Economy	19	(4)
2 Disruptive Technologies Are Changing Our Everyday Lives	23	(20)
2.1 From Slow to Fast - The Promise of Bandwidth	24	(7)
2.2 From Single to Multiple - The Changing Faces of Personal Devices	31	(4)
2.3 From Corporate to Fashion - Versatility and Fun	35	(3)
2.4 From One to Many - Partnerships along the Value Chain	38	(2)
2.5 Technologies Take Time	40	(3)
3 The Unknown Customer	43	(16)
3.1 The Ignorance of Companies	44	(2)
3.2 The Advantages of Close Customer Relationships	46	(1)
3.3 What Today's Customers Want	47	(12)
Part II: Brave New Marketing World
4 Customer Experience - Holistic Brand Management	59	(18)
4.1 Trust Is an Important Aspect of Holistic Brand Management	60	(2)
4.2 Holistic Brand Management for Individual Customers	62	(3)
4.3 Consumer Trusted Brands	65	(6)
4.4 From Products to Services	71	(6)
5 Customization - Customer Relationship Marketing	77	(18)
5.1 The Vision of the Individual Customer Relationship	78	(7)
5.2 Only Few Brands Have the Right to Customer Relationships	85	(5)
5.3 The Challenges of Loyalty Programs	90	(5)
6 Contact - Real-Time Marketing	95	(22)
6.1 The Internet as a Medium for Interactive Customer Relationships	96	(2)
6.2 Real-Time Marketing Has Serious Consequences for the 4 "Ps" of Marketing	98	(13)
6.3 From the Call Center to the Customer Interaction Center	111	(6)
7 Channel - Multi-channel Marketing	117	(18)
7.1 Shoppers Who Use Multiple Channels Tend to Be More Loyal	118	(1)
7.2 Claims and Reality of Multi-channel Marketers	119	(5)
7.3 Pervasive Presence in All Channels	124	(2)
7.4 The Three Pillars of Multi-channel Marketing	126	(9)
8 Management Implications of Marketing 2.0	135	(6)
8.1 An Interview with Prof. Roland Berger	135	(6)
About the Authors	141	(8)
Directory of Key Words and Phrases	149