Digital Marketing Strategy: Text and Cases [Paperback]

Glen Urban (Author)

Book Description

ISBN-10: 0131831771 | ISBN-13: 978-0131831773 | Publication Date: August 8, 2003 | Edition: 1

Digital Marketing Strategy emphasizes how digital technologies make marketing more effective because they allow for individual attention, better campaign management, and better product, marketing design, and execution. The book does not ignore the fundamental theories of marketing, but emphasizes their usefulness in developing a response to the threats and opportunities created by the Internet. It is organized around an easy-to-understand flow diagram for formulating marketing strategies: understand customer needs, formulate a strategy, implement the strategy, and build trust with customers. Digital technology discussed includes customer relationship management software, sales force automation, wireless technology, marketing automation software, and decision support systems. Case studies throughout the book illustrate real-life digital technology scenarios; they include: Mothernature.com, Dell, Insite, Terra Lycos, MarketSoft, OSRAM Sylvania, Logistics.com, Travelocity, and Citibank Online. For anyone pursuing a career in marketing; also for practitioners, marketing professionals, consultants, executive trainers and others employed in corporate training.

Editorial Reviews

Review

"Digital Marketing Strategy demonstrates that when buyers and sellers have equal access to key information, innovative business designs and value can be generated. There is much you can learn from studying the evidence found in this book." — Vince Barabba, Retired from GM, General Manager, Corporate Strategy and Knowledge Development

From the Back Cover

Digital Marketing Strategy emphasizes how digital technologies make marketing more effective because they allow for individual attention, better campaign management, and better product, marketing design, and execution. The book does not ignore the fundamental theories of marketing, but emphasizes their usefulness in developing a response to the threats and opportunities created by the Internet. It is organized around an easy-to-understand flow diagram for formulating marketing strategies: understand customer needs, formulate a strategy, implement the strategy, and build trust with customers. Digital technology discussed includes customer relationship management software, sales force automation, wireless technology, marketing automation software, and decision support systems. Case studies throughout the book illustrate real-life digital technology scenarios; they include: Mothernature, Dell, Insite, Terra Lycos, MarketSoft, OSRAM Sylvania, Logistics, Travelocity, and Citibank Online. For anyone pursuing a career in marketing; also for practitioners, marketing professionals, consultants, executive trainers and others employed in corporate training.

See all Editorial Reviews

Product Details

• Paperback: 216 pages
• Publisher: Prentice Hall; 1 edition (August 8, 2003)
• Language: English
• ISBN-10: 0131831771
• ISBN-13: 978-0131831773
• Product Dimensions: 9.4 x 7 x 0.5 inches
• Shipping Weight: 15.5 ounces (View shipping rates and policies)
• Average Customer Review: 2.5 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #769,853 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

3 of 4 people found the following review helpful:

1.0 out of 5 stars Major disapointment, February 11, 2005

By 

zdena (California) - See all my reviews

This review is from: Digital Marketing Strategy: Text and Cases (Paperback)

This book was required for the course that I took, and a major disapointment. Number one is content - far too theoretical and academic to be useful for a small business owner. If you go to school to get a degree and you do not require much usefulness from what you learn, then you may like this book. If you look for relevance and applicability, look elsewhere. Number two is price - on the day publishers of college textbooks acquire some ethical principles and stop charging $85 for a book that has two hundred pages and costs $3 to print, and the student has no other choice than buy it, we will live in a better world. Until then, I urge instructors to select books from publishers who do not try to goldmine students.

1 of 2 people found the following review helpful:

4.0 out of 5 stars Leveraging Digital Technologies for Marketing Managers, April 20, 2004

By 

Craig Matteson (Saline, MI) - See all my reviews
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This review is from: Digital Marketing Strategy: Text and Cases (Paperback)

When I was in b-school I really learned to like well-written cases. Of course they aren't real life, but they do serve to illustrate certain points in a way that requires creative interpretation and solution rather than simple problem solving. Prof. Glen Urban does a fine job of pairing up really interesting chapters on the issues of marketing in the digital age with cases that focus in on the points he is trying to make.

This is NOT a book on building a web business or developing a web strategy for your business. Rather, it is a book for Marketing Managers to help them think through the implications for their efforts in the age of the Internet. Prof. Urban focuses on something he calls a Trust relationship, which involves giving the customer loads of information, innovation, and choice. He compares that to the standard low-price relationship he calls Push marketing. All of this culminates in the chapter and case on Citibank's online efforts.

It isn't required that you agree with every point the author makes to derive a lot of benefit from the book. I think it would make a very nice text for a marketing course that focuses on the implications of the web, Internet, and computers for segmenting the market, product positioning, product introduction, communicating with customers, pricing and distribution channel, and the idea of a Trust Relationship with customers. All good stuff that needs to be thought about.