Digital Marketing Strategy: Text and Cases

Digital Marketing Strategy emphasizes how digital technologies make marketing more effective because they allow for individual attention, better campaign management, and better product, marketing design, and execution. The book does not ignore the fundamental theories of marketing, but emphasizes their usefulness in developing a response to the threats and opportunities created by the Internet. It is organized around an easy-to-understand flow diagram for formulating marketing strategies: understand customer needs, formulate a strategy, implement the strategy, and build trust with customers. Digital technology discussed includes customer relationship management software, sales force automation, wireless technology, marketing automation software, and decision support systems. Case studies throughout the book illustrate real-life digital technology scenarios; they include: Mothernature.com, Dell, Insite, Terra Lycos, MarketSoft, OSRAM Sylvania, Logistics.com, Travelocity, and Citibank Online. For anyone pursuing a career in marketing; also for practitioners, marketing professionals, consultants, executive trainers and others employed in corporate training. more

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Recent Reviews

1/5: From: Amazon; Posted: Feb-12-2005; Major disapointment; This book was required for the course that I took, and a major disapointment. Number one is content - far too theoretical and academic to be useful for a small business owner. If you go to school to get a degree and you do not require...; read full review | report as inappropriate

4/5: From: Amazon; Posted: Apr-21-2004; Leveraging Digital Technologies for Marketing Managers; When I was in b-school I really learned to like well-written cases. Of course they aren't real life, but they do serve to illustrate certain points in a way that requires creative interpretation and solution rather than simple problem...; read full review | report as inappropriate

Selected Reviews

4/5: From: Amazon; Posted: Apr-21-2004; Leveraging Digital Technologies for Marketing Managers; When I was in b-school I really learned to like well-written cases. Of course they aren't real life, but they do serve to illustrate certain points in a way that requires creative interpretation and solution rather than simple problem...; read full review | report as inappropriate

1/5: From: Amazon; Posted: Feb-12-2005; Major disapointment; This book was required for the course that I took, and a major disapointment. Number one is content - far too theoretical and academic to be useful for a small business owner. If you go to school to get a degree and you do not require...; read full review | report as inappropriate