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E-marketing : improving marketing effectiveness in a digital world

Author: Malcolm McDonald; Hugh Wilson; Cranfield School of Management.
Publisher: [London?] : Financial Times Prentice Hall, 1999.
Series: Cranfield School of Management research reports., Management research in practice.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:

Drawing on interviews and case studies from a wide range of industries, the report illustrates how blue-chip companies are embracing new information-tailored marketing techniques.

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Document Type: Book
All Authors / Contributors: Malcolm McDonald; Hugh Wilson; Cranfield School of Management.
ISBN: 0273644270 9780273644279
OCLC Number: 42273846
Notes: Copublished by Cranfield University School of Management.
Description: xv, 163 pages : illustrations ; 30 cm.
Contents: List of figures List of tables Series introduction Preface 1 INTRODUCTION * Information tailoring in marketspace * Aims and overview of method * Report structure 2 THE DRIVERS OF CHANGE 2.1 Introduction 2.2 IT and efficiency 2.3 IT and effectiveness 2.4 The integrated customer database 2.5 Wide area networks and the Internet 2.6 Changes in consumer behaviour and marketing 2.7 Summary 3 THE E-MARKETING MIX 3.1 Integration: know your customer 3.2 Interactivity: beyond addressability to dialogue 3.3 Individualisation: information-enabled tailoring 3.4 Independence of location: the death of distance 3.5 Intelligence: informed strategy 3.6 Industry restructuring: redrawing the market map 4 A MAP OF IT IN MARKETING 4.1 Introduction 4.2 Operational data: customers, products and transactions 4.3 Operational functions: the customer interface 4.4 Aggregated data: markets and product groups 4.5 Market research and other external data sources 4.6 Segmentation and aggregation 4.7 Management information and control 4.8 Marketing analysis and planning 4.9 Summary 5 WHEN TO USE THE INTERNET 5.1 Introduction 5.2 When is the Internet applicable? 5.3 Example: Amazon.com books 5.4 Summary 6 SOFTWARE FOR ANALYSIS AND PLANNING 6.1 Introduction 6.2 Marketing planning software: a simplified typology 6.3 Comparison of approaches 6.4 Approaches to market modelling: a comparison 6.5 Summary 7 CASE STUDIES 7.1 Introduction 7.2 Case A: customer information in a paper company 7.3 Case B: exploiting customer data in a utility 7.4 Case C: adding intelligence to customer interaction in financial services 7.5 Case D: supporting R&D in pharmaceuticals 7.6 Case E: marketing EIS in a food products company 7.7 Case F: causal modelling in a food conglomerate 7.8 Case G: causal modelling in a drinks company 7.9 Case H: planning in a speciality chemicals company 8 CONCLUSIONS: THE NEED FOR FURTHER RESEARCH 8.1 The motivation for research 8.2 The practitioner perspective Appendix A Expert respondents Bibliography Index
Series Title: Cranfield School of Management research reports., Management research in practice.
Responsibility: Malcolm MacDonald and Hugh Wilson.

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