E-marketing : improving marketing effectiveness in a digital world (Record no. 38345)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 03332nam a2200289 a 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9788178082295 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 8178082292 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9780273644279 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 0273644270 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.84 |
| Item number | MAC |
| 100 ## - MAIN ENTRY--AUTHOR NAME | |
| Personal name | McDonald, Malcolm ; |
| 245 ## - TITLE STATEMENT | |
| Title | E-marketing : improving marketing effectiveness in a digital world |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | [London?], New Delhi : |
| Name of publisher | Financial Times Prentice Hall, |
| Year of publication | 1999. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Number of Pages | xv, 163p.: |
| Other physical details | illustrations ; |
| 500 ## - GENERAL NOTE | |
| General note | Includes Bibliography & Index.<br/>Copublished by Cranfield University School of Management. |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | List of figures--<br/>List of tables-- <br/>Series introduction-- <br/>Preface-- <br/>1 INTRODUCTION-- <br/>1.1 Information tailoring in market space-- <br/>1.2 Aims and overview of method-- <br/>1.3 Report structure-- <br/>2 THE DRIVERS OF CHANGE-- <br/>2.1 Introduction-- <br/>2.2 IT and efficiency-- <br/>2.3 IT and effectiveness-- <br/>2.4 The integrated customer database-- <br/>2.5 Wide area networks and the Internet-- <br/>2.6 Changes in consumer behaviour and marketing-- <br/>2.7 Summary-- <br/>3 THE E-MARKETING MIX-- <br/>3.1 Integration: know your customer-- <br/>3.2 Interactivity: beyond addressability to dialogue-- <br/>3.3 Individualisation: information-enabled tailoring-- <br/>3.4 Independence of location: the death of distance-- <br/>3.5 Intelligence: informed strategy-- <br/>3.6 Industry restructuring: redrawing the market map-- <br/>4 A MAP OF IT IN MARKETING-- <br/>4.1 Introduction-- <br/>4.2 Operational data: customers, products and transactions-- <br/>4.3 Operational functions: the customer interface--<br/>4.4 Aggregated data: markets and product groups--<br/>4.5 Market research and other external data sources-- <br/>4.6 Segmentation and aggregation-- <br/>4.7 Management information and control-- <br/>4.8 Marketing analysis and planning-- <br/>4.9 Summary-- <br/>5 WHEN TO USE THE INTERNET-- <br/>5.1 Introduction-- <br/>5.2 When is the Internet applicable?-- <br/>5.3 Example: Amazon.com books-- <br/>5.4 Summary-- <br/>6 SOFTWARE FOR ANALYSIS AND PLANNING--<br/>6.1 Introduction-- <br/>6.2 Marketing planning software: a simplified typology--<br/>6.3 Comparison of approaches-- <br/>6.4 Approaches to market modelling: a comparison-- <br/>6.5 Summary-- <br/>7 CASE STUDIES-- <br/>7.1 Introduction-- <br/>7.2 Case A: customer information in a paper company-- <br/>7.3 Case B: exploiting customer data in a utility-- <br/>7.4 Case C: adding intelligence to customer interaction in financial services-- <br/>7.5 Case D: supporting R&D in pharmaceuticals-- <br/>7.6 Case E: marketing EIS in a food products company--<br/>7.7 Case F: causal modelling in a food conglomerate-- <br/>7.8 Case G: causal modelling in a drinks company--<br/>7.9 Case H: planning in a speciality chemicals company-- <br/>8 CONCLUSIONS: THE NEED FOR FURTHER RESEARCH-- <br/>8.1 The motivation for research--<br/>8.2 The practitioner perspective-- <br/>Appendix A Expert respondents-- <br/>Bibliography-- <br/>Index. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | 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. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Marketing -- Data processing. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Electronic commerce. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Internet marketing. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Marketing. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Internet. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | E-commerce. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Management, administration, and business studies. |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Wilson, Hugh ; |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Reference Books |
| Collection code | Home library | Current library | Shelving location | Date acquired | Source of acquisition | Cost, normal purchase price | Full call number | Accession Number | Koha item type |
|---|---|---|---|---|---|---|---|---|---|
| Reference | Main Library | Main Library | Reference | 26/02/2004 | Purchased | 737.50 | 658.84 MAC | 008443 | Reference Books |