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Marketing 2.0

Strategies for Closer Customer Relationships

  • Gerald Corbae
  • Jakob B. Jensen
  • Dirk Schneider

Table of contents

  1. Front Matter
    Pages I-VI
  2. Introduction: The New World of Marketing

    1. Gerald Corbae, Jakob B. Jensen, Dirk Schneider
      Pages 1-8
  3. Challenges after the Internet Hype

    1. Front Matter
      Pages 9-10
    2. Gerald Corbae, Jakob B. Jensen, Dirk Schneider
      Pages 11-21
    3. Gerald Corbae, Jakob B. Jensen, Dirk Schneider
      Pages 23-41
    4. Gerald Corbae, Jakob B. Jensen, Dirk Schneider
      Pages 43-56
  4. Brave New Marketing World

    1. Front Matter
      Pages 57-58
    2. Gerald Corbae, Jakob B. Jensen, Dirk Schneider
      Pages 59-76
    3. Gerald Corbae, Jakob B. Jensen, Dirk Schneider
      Pages 77-94
    4. Gerald Corbae, Jakob B. Jensen, Dirk Schneider
      Pages 95-115
    5. Gerald Corbae, Jakob B. Jensen, Dirk Schneider
      Pages 117-134
    6. Gerald Corbae, Jakob B. Jensen, Dirk Schneider
      Pages 135-145
  5. Back Matter
    Pages 147-151

About this book

Introduction

The dynamic changes in the market and the competitive environment demand a reorientation of marketing strategies. Developing and cultivating direct customer relationships and building customer trust are becoming key success factors. With new technologies such as broadband internet and mobile communication, companies are able to create closer dialogs with key customers. These new technologies will have far-reaching consequences for marketing, sales and customer service. This book analyses the enduring changes marketing is undergoing and present the four most important new concepts: Holistic brand management, customer relationship marketing, real-time marketing and multi-channel marketing. The text is accompanied by selected case studies from all over the world.

Keywords

Customer Relationship Marketing Multi-channel Marketing Real-time Marketing Strategic Brand Management Trust Based Marketing business communication management marketing strategy

Authors and affiliations

  • Gerald Corbae
    • 1
  • Jakob B. Jensen
    • 2
  • Dirk Schneider
    • 3
  1. 1.Roland Berger Strategy Consultants Ltd.LondonUK
  2. 2.Roland Berger & Partner, LLCNew YorkUSA
  3. 3.DortmundGermany

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-540-24783-8
  • Copyright Information Springer-Verlag Berlin Heidelberg 2003
  • Publisher Name Springer, Berlin, Heidelberg
  • eBook Packages Springer Book Archive
  • Print ISBN 978-3-642-05551-5
  • Online ISBN 978-3-540-24783-8
  • Buy this book on publisher's site