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|All Authors / Contributors:||
Hugh Wilson; Elizabeth Daniel; Cranfield School of Management.
|Description:||xi, 133 pages : illustrations ; 30 cm.|
|Contents:||List of figures List of tables 1 INTRODUCTION AND SUMMARY * Aims and report structure * Method and sponsors * Executive summary 2 A MAP OF THE NEW MARKETING * Introduction * Overview * Define markets and understand value * Create value proposition * Deliver value * Monitor value * Summary 3 A SURVEY OF E-MARKETING APPLICATIONS * Introduction * Overview * ERP systems * Customer relationship management systems * Marketing data warehouses * Operational EIS * Market research applications * R&D support tools * Causal modelling * Planning support tools * Conclusions 4 IDENTIFYING AND ACHIEVING BENEFITS FROM eCRM * Introduction: the benefits dependency network * Investment objectives and benefits * Business and enabling changes * The applications portfolio * Conclusions 5 FACTORS FOR SUCCESS IN eCRM PROJECTS * Why marketing applications are different * A synthesis of previous research * Success factors from case studies * Conclusions 6 EVOLVING THE ORGANIZATION TOWARDS E-MARKETING:A STAGE MODEL * Introduction * The e-marketing mix * Overview of stage model * Stage 1: Running the business * Stage 2: Piecemeal customer data * Stage 3: Integration for analysis * Stage 4: The integrated customer interface * Stage 5: Customized market strategy * Stage 6: IT-enabled market restructuring * Summary Bibliography|
|Series Title:||Cranfield School of Management research reports.; Management research in practice.|
|Responsibility:||Hugh Wilson and Elizabeth Daniel with Malcolm McDonald, John Ward and Frances Sutherland.|