ISBN: 3540002855
TITLE: Marketing 2.0 - Strategies for Closer Customer Relationships
AUTHOR: Corbae et al.
TOC:

Introduction: The New World of Marketing 1
Part 1: Challenges after the Internet Hype
1 E-Business Is Dead - Long Live E-Business! 11
1.1 The Rise and Fall of the "New Economy" 12
1.2 The Corporations Strike Back 15
1.3 On the Road to a Digital Economy 19
2 Disruptive Technologies Are Changing Our Everyday Lives 23
2.1 From Slow to Fast - The Promise of Bandwidth 24
2.2 From Single to Multiple - The Changing Faces of Personal Devices 31
2.3 From Corporate to Fashion - Versatility and Fun 35
2.4 From One to Many - Partnerships along the Value Chain 38
2.5 Technologies Take Time 40
3 The Unknown Customer 43
3.1 The Ignorance of Companies 44
3.2 The Advantages of Close Customer Relationships 46
3.3 What Today's Customers Want 47
Part 11: Brave New Marketing World
4 Customer Experience - Holistic Brand Management 59
4.1 Trust Is an Important Aspect of Holistic Brand Management 60
4.2 Holistic Brand Management for Individual Customers 62
4.3 Consumer Trusted Brands 65
4.4 From Products to Services 71
5 Customization - Customer Relationship Marketing 77
5.1 The Vision of the Individual Customer Relationship 78
5.2 Only Few Brands Have the Right to Customer Relationships 85
5.3 The Chailenges of Loyalty Programs 90
6 Contact - Real-Time Marketing 95
6.1 The Internet as a Medium for Interactive Customer Relationships 96
6.2 Real-Time Marketing Has Serious Consequences for the 4 "Ps" of Marketing 98
6.3 From the Call Center to the Customer Interaction Center 111
7 Channel - Multi-channel Marketing 117
7.1 Shoppers Who Use Multiple Channels Tend to Be More Loyal 118
7.2 Claims and Reality of Multi-channel Marketers 119
7.3 Pervasive Presence in All Channels 124
7.4 The Three Pillars of Multi-channel Marketing 126
8 Management Implications of Marketing 2.0 135
8.1 An Interview with Prof. Roland Berger 135
About the Authors 147
Directory of Key Words and Phrases 149
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