Digital Marketing: Global Strategies from the World's Leading Experts

ISBN-13: 9780471361220 / Angielski / Miękka / 2001 / 432 str.

Jerry Wind; Yoram Wind;Wind

Opis

The first in a series of books from Wharton's prestigious SEI Center, managed by Professor Jerry Wind, this reference focuses on marketing strategies, methods, and cases used specifically for e-commerce businesses operating globally. It includes contributed chapters from leading thinkers from top U.S. business schools including Wharton, the University of Texas, Columbia, Harvard, Northwestern, University of Michigan, Duke, and MIT. Many of the contributors, in addition to teaching MBA and Executive Education seminars, also consult to major corporations around the world.

Spis treści

FOUNDATIONS.

The Challenge of Digital Marketing (J. Wind and V. Mahajan).

The Digital Technological Environment (T. Ruefli, et al.).

Infrastructure for E–Business (R. Kohli).

Strategic Uncertainty and the Future of Electronic Consumer Interaction: Developing Scenarios, Adapting Strategies (E. Clemons and S. Bradley).

Economic Perspectives on Digital Marketing (A. Barua, et al.).

Digital Marketing and the Exchange of Knowledge (T. Davenport and S. Jarvenpaa).

CONSUMER BEHAVIOR AND MARKET RESEARCH.

Consumer Behavior in Digital Environments (U. Dholakia and R. Bagozzi).

The Internet Buyer (D. Reibstein).

Rethinking Market Research for the Digital World (R. Burke, et al.).

Data Mining Digital Customers (N. Levin and J. Zahavi).

IMPLEMENTATION.

Technology–Driven Demand: Implications for the Supply Chain (M. Fisher and D. Reibstein).

New Offering Realization in the Networked Digital Environment (S. Balasubramanian, et al.).

Digital Marketing Communication (J. Deighton and P. Barwise).

Pricing Opportunities in the Digital Age (H. Simon and H. Schumann).

Contributors.

Index.

O autorze

JERRY WIND is Lauder Professor of Marketing and Director of the SEI Center for Advanced Studies in Management at the Wharton School as well as a marketing and business strategy consultant to such companies as Edward Jones & Company, SEI Corporation, and BMS. He is on the boards of a number of dot–com startups. Wind is the author of over 200 articles and eighteen books, including Driving Change: How the Best Companies Are Preparing for the 21st Century.
VIJAY MAHAJAN is John P. Harbin Centennial Chair of Business at the College of Business Administration of the University of Texas at Austin, specializing in new product development and diffusion, forecasting, marketing strategy, and marketing research methodologies.

Blurb

THE WORD IS OUT ABOUT DIGITAL MARKETING

"This is the first comprehensive treatment of an increasingly important subject." ––Peter Drucker, Honorary Chairman, Peter F. Drucker Foundation for Nonprofit Management and Clarke Professor of Social Sciences, Claremont Graduate University

"Traditional marketing can kill your company. This book is must reading for every company that recognizes the need to reorganize its marketing strategy vis–à–vis the new empowered customer and the new technology." ––Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing, Kellogg Graduate School of Management, Northwestern University

"Digital Marketing asks the questions today′s marketers must answer to meet tomorrow′s challenges. Digital consumers are decision–makers, no longer decision–takers. Successful marketing strategies will have to focus on helping them to optimize their decisions." ––Dr. Ulrich Cartellieri, Member of the Board, Deutsche Bank AG Frankfurt

"...an extremely lively and balanced book. Based on solid research, it covers everything a good marketer, executive, even CEO, needs to know in order to compete in the digital marketplace. Not only does it cover technology, knowledge management, economics, customer contact, data warehousing and strategy, it also shows how to create digital marketing programs that fit with the new business models." ––Lennart S. Lindegren, Global Strategy Leader, PricewaterhouseCoopers

"Making sense of technology and business on the Internet has become an urgent priority. This book represents a crucial step in establishing a comprehensive framework for developing business models. This is essential reading for everyone wishing to exploit the new thinking in an informed way." ––Colin Crook, Former Chief Technologist, Citicorp

"...full of solid insights on how to leverage the Internet for customers′ and marketers′ delight. A must for twenty–first–century marketers and researchers across the globe." ––Hotaka Katahira, Professor of Marketing Science, Faculty of Economics, University of Tokyo