Promiscuous Customers: Invisible Brands: Delivering Value in Digital Markets

ISBN-13: 9781841121598 / Angielski / Miękka / 2001 / 280 str.

Michael Bayler; David Stoughton

Opis

Phones, TV's, PDA's, watches and even fridges are rapidly taking the place of the PC. Now Europe's proliferating channels and devices - plus its multiple cultures and languages - are writing tomorrow's rules. Part field book, part manifesto, and part behind-the-scenes expose, Promiscuous Customers, Invisible Brands is a practical guide which leads the reader through the cycle of strategy, specification, planning and implementation of an e-business. It balances crisp observation with just-in-time pragmatism, on a solid foundation of value and quality management.

Created by two of Britain's most experienced and visionary strategists, Promiscuous Customers, Invisible Brands provides the insights, the framework and the toolkit for confident, flexible management through the next wave of digital business.

Michael Bayler and David Stoughton are the founders and senior partners of The Value Partnership, the e-business strategy consultancy.

Recenzje

"For a readable, thought–provoking and challenging assessment of how to deliver value in digital markets, this is a recommended read." (European Centre for Customer Strategies, 21 February 2002)

Spis treści

Acknowledgements.

Is This Book For You?

Introduction.

1 The Cold Heart of the Promiscuous Customer.

2 The Paradox of the Invisible Brand.

3 What′s Wrong With the Internet?

4 Modes, Purposes and Tasks.

5 Meaning, Trust and Value.

6 Taking Stock.

7 The Marketspace––a New Paradigm for Value.

8 The Key Drivers and Enablers of Marketspaces.

9 Roles and Benefits in Marketspaces.

10 Rules and Relationships in Marketspaces.

11 The Return of Value to Digital Markets.

Index.

O autorze

MICHAEL BAYLER came into digital media in 1991 following a marketing career in entertainment in Europe, Asia, and the US. He held senior positions in electronic publishing and brand consulting, and founded a digital production company in 1996, prior to forming The e–Value Partnership with David. Mike specialises in marketing, communications and brand strategy for digital markets.

DAVID STOUGHTON made the transition from television production to digital media in 1989, becoming operations director of AIM, one of the first UK new media agencies. He established his own consultancy, DSA, in 1996. David has formal training in project and technology management, and has consulted on an extensive range of large digital projects.

Mike and David founded The e–Value Partnership in early 1999, to advise senior management on strategy and planning for digital business.

Blurb

"A challenging and provocative look at how brands, customers and technology will come together to shape tomorrow′s digital landscape."
Nigel Howlett, Chairman and CEO, Ogilvyone, London

"An exciting read, that briskly addresses the many serious concerns facing management in tomorrow′s electronic marketplaces& It stands out for its matter–of–fact, plain language approach and its refusal to shy away from complex, controversial issues."
Roy J. Tutty, Chief Executive, Wyndham International, Europe

"In a business arena where diversity and risk abound, Michael Bayler and David Stoughton break through the clutter and confusion. Their analysis is insightful, and their recommendations are pathways to value that will help organizations reap the rewards of consumer trust and loyalty."
Thomas Walton, Editor, Design Management Journal