From the Inside Flap
What will happen to pricing now that online consumers can choosetheir own prices and buyers and sellers can haggle independently inInternet auctions? Have brand names become less powerful ascustomers move closer to accessing real-time, highly competitiveinformation? And how can companies shift from traditional broadcastcommunications to the interactivity of e-commerce-where informationeducates, entertains, and hopefully persuades the consumer?
Digital Marketing answers these questions and more, exploring thekey issues and challenges that businesses operating in the changingglobal digital age must face. This book from The Wharton School'sSEI Center features the best thinking on digital marketing fromleading experts at the nation's top business schools includingWharton, Columbia, Harvard, Northwestern, University of Michigan,and MIT.
Under the authoritative guidance of marketing strategists JerryWind and Vijay Mahajan, this timely reference reveals revolutionaryapproaches for promoting and selling products andservices-approaches specifically tailored for companies embracingdigital technologies. Many of the contributors are consultants tomajor corporations around the world, so you'll get a real-worldunderstanding of what works, what doesn't, and how to ensure yourcompany's long-term success in e-business.
Inside, you'll find a wide range of strategies on topics suchas:
* The shift from mass marketing to customization-the new "sense andrespond" business model
* Data mining from online consumers-using the Internet as avaluable tool for finding out who your customers are
* Pricing in the digital environment
* The infrastructure of e-business
* Product positioning on the Internet-how to present your offeringsas unique
* Keeping your company competitive on an international scale
Savvy marketing in today's fast-paced world of e-business requiresa great measure of flexibility and experimentation. That's why theinsightful, adaptable ideas in Digital Marketing make it essentialreading for any executive, manager, or consultant charged withhelping their company succeed in its online initiatives.
From the Back Cover
THE WORD IS OUT ABOUT DIGITAL MARKETING
"This is the first comprehensive treatment of an increasinglyimportant subject." --Peter Drucker, Honorary Chairman, Peter F.Drucker Foundation for Nonprofit Management and Clarke Professor ofSocial Sciences, Claremont Graduate University
"Traditional marketing can kill your company. This book is mustreading for every company that recognizes the need to reorganizeits marketing strategy vis-à-vis the new empowered customerand the new technology." --Philip Kotler, S. C. JohnsonDistinguished Professor of International Marketing, KelloggGraduate School of Management, Northwestern University
"Digital Marketing asks the questions today's marketers must answerto meet tomorrow's challenges. Digital consumers aredecision-makers, no longer decision-takers. Successful marketingstrategies will have to focus on helping them to optimize theirdecisions." --Dr. Ulrich Cartellieri, Member of the Board, DeutscheBank AG Frankfurt
"...an extremely lively and balanced book. Based on solid research,it covers everything a good marketer, executive, even CEO, needs toknow in order to compete in the digital marketplace. Not only doesit cover technology, knowledge management, economics, customercontact, data warehousing and strategy, it also shows how to createdigital 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 becomean urgent priority. This book represents a crucial step inestablishing a comprehensive framework for developing businessmodels. This is essential reading for everyone wishing to exploitthe new thinking in an informed way." --Colin Crook, Former ChiefTechnologist, Citicorp
"...full of solid insights on how to leverage the Internet forcustomers' and marketers' delight. A must for twenty-first-centurymarketers and researchers across the globe." --Hotaka Katahira,Professor of Marketing Science, Faculty of Economics, University ofTokyo