In this era of maximum consumer expectations, marketing supremacy depends upon maximizing the future value of customer interactions online and offline
Max e-Marketing in the Net Future
With the dominance of the internet and the ubiquity of networked business connections, the turn toward individualized marketing is accelerating at an unprecedented pace. And this is happening while most business professionals are pulled one way or the other by the mandates of the "old economy" and the fuzziness of the "new economy."
It's time to leave the false starts and excessive hype that accompanied the arrival of the Digital Age. With this book, best-selling authors and marketplace visionaries Stan Rapp and Chuck Martin erase once and for all those antiquated economic constructs of "old" and "new." There is only one economy that matters for themthe real economy, the economy of the Net Future.
Max-e-Marketing in the Net Future is the first book to provide readers with a clearly articulated set of guidelines for maximizing the opportunities and avoiding the pitfalls in today's rapidly changing business environment. Each of the dynamic new Max-e-Marketing imperatives is illustrated by exclusive interviews with some of today's most innovative online and offline pacesettsers. Building on the farsighted marketing tenets first introduced and then chronicled in the Maximarketing trilogy coauthored by Stan Rapp and Tom Collins and the pioneering of Chuck Martin in his best-selling book Net Future, the authors now offer fresh new insight into understanding and profiting from the twists and turns of the relationship-driven e-marketing future.
Rapp and Martin show how to make the Web function as your business's own built-in "booster engine" for maximizing the future value of the business by taking full advantage of the new high-tech tools for targeting, acquiring, and nurturing customers. In the Net Future that arrives daily, it has become possible to build customer relationships that maximize sales and profits.
By operating within the conceptual framework of the 7 Max-e-Marketing imperatives, you can make the most of each new challenge of this era. You can add to what you know about your customers in everything you do, and use what you know to drive everything you do. You can wrap services around products and vice versa to create blockbuster offerings. You can add relationship equity to your brand equity and follow all the other imperatives leading up to making the customer experience exceed brand perception and forming a new partnership between IT and marketing that drives the future success of the enterprise.
As all companies and their competition struggle to figure out how to adapt, survive, and prosper in an interconnected business world, one thing is clear: The interaction between an e-business and its e-customers will be radically different from anything ever seen before. The new dynamic requires new thinking and new rules. Rapp and Martin show the way in Max-e-Marketing in the Net Future.
Unlock the fundamentals of marketing success in the networked economy with two of the world's leading e-business visionaries
"Here are master marketers not only identifying the tumultuous sea changes engulfing business today but offering a great compass for navigating these treacherous waters."
"If your company is plagued by increased commoditization and intense price
pressure, you must read this book."
Philip Kotler
S.C. Johnson Distinguished Professor of International Marketing
Kellogg Graduate School of Management
Northwestern University
"What "MaxiMarketing" did for direct marketing, "Max-e-Marketing" will do for
Internet marketing. As usual Stan Rapp (and his partner Chuck Martin) are in
the vanguard of marketing thinkers. Don_t miss his latest opus."
Al Ries
Ries & Ries, Focusing Consultants
"Want to know what lies ahead once the dust settles in the
"new economy"? Here's a hint: strategies, not technologies, will drive
future value in customer relationships! Max-e-Marketing contains
this and other valuable guidelines and tactical advice designed to help your
business compete in the next phase of marketing evolution."
Don Peppers and Martha Rogers, Ph.D.
Partners, Peppers and Rogers Group
Stan Rapp is Chairman and CEO of McCann Relationship Marketing (MRM) Worldwide, and a member of the Board of McCann-Erickson WorldGroup. MRM is a global leader in CRM marketing practices, with offices in 33 countries. The former CEO of Rapp Collins Worldwide, he is a member of the Hall of Fame of the Direct Marketing Association and was recently honored by Advertising Age magazine and the Advertising Club of New York for his central role in shaping the history of advertising in the twentieth century. The five books co-authored by Stan Rapp and Tom Collins first predicted and then chronicled the shift from mass marketing to individualized marketing.
Chuck Martin, a popular online publisher, lecturer, marketer, and author, is Chairman and CEO of Net Future Institute, a U.S.-based think tank on the Internet and business. He has been a journalist at five daily newspapers and has been editor-in-chief of four national magazines. He was founding Publisher of Interactive Age and Vice President of Publishing and Advertising at IBM. He is the author of The New York Times bestseller, The Digital Estate, and most recently, Net Future.
