Cyberstrategy: Business Strategy for Extranets, Intranets and the Internet (Chartered Institute of Marketing (Paperback)) - Softcover

Inhaltsangabe

This book follows Bickerton's successful "Cybermarketing" which advised marketing managers on how to create a site and start using the net to sell products and services. The new book offers advice at the next level up to senior executives/directors about using nets as part of a corporate communications and marketing strategy.This book delivers a no-nonsense and pragmatic view on the use of these technologies within an organization as both a private and public communication channel. It is designed to show senior executives how to use the technology in a range of activities from straight selling through to sophisticated corporate communications. To demonstrate how to integrate nets with broader marketing strategy the key features of this book are:* A powerful model for explaining the strategic uses and strengths of the Internet, Extranets and Intranets. The authors have created a matrix showing the features of each, and the potential linkages between them, to demonstrate how to use them individually or in a "mix".* Clear guidance on how to bridge the gap between IT and Marketing to exploit the technology rather than getting bogged down in it.* Copious exercises and real life examples accompanied by worksheets in each chapter so that real campaigns can be put together from the book.

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