Marketing 2.0
Dirk Schneider
2001
Top German managers are finding they now have to really read a marketing book for the first time since they left college. There are major changes on the agenda here.
The world of marketing has changed.
New technologies, such as broadband Internet and mobile phones are restructuring companies' business processes, and turning whole value creation chains upside down. With far-reaching consequences for marketing, sales and customer service.
The change from product-based to relational marketing is in full swing. Creating and maintaining direct customer relations is becoming the key success factor. Realizing this, companies are reorienting their sales strategies radically.
In this book, Dirk Schneider, Partner at Roland Berger Strategy Consultants, breaks through the Internet hype and looks at what lasting changes this means for marketing. He presents the main inter-related concepts involved:
- Customer relationship marketing
- Marketing in real time
- Multi-channel marketing
- Trust marketing
Selected case studies from Germany and abroad illustrate the prospects and opportunities of "Marketing 2.0". This book presents many ideas and insights for top managers and marketing executives, no matter what industry they may be in.
