A guide for marketing professionals and company owners to demonstrate how organizations use digital printing to create competitive advantage and offer rules of the road for its use in a number of important marketing media.
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Despite the proliferation of media channels in business marketing—both electronic and print—most companies still view these media as being independent forms of communication. The author builds a case, however, for the fact that content and programming for both e-media and traditional advertising must be thought of as a continuum of media to realize optimal impact and results.
Real-Time Marketing benchmarks these media, outlining their singular strengths and weaknesses, and offers essential rules for their deployment. It also covers how to integrate their use for greater synergy and power in one-to-one communication, including Web-to-print and emerging print-to-Web technologies.
The author also shows how digital communication and customer demand are blurring the traditional dichotomies of “marketing” and “sales” as well as the distinctions between what is a “product” and what is a “service.” He then goes on to describe how organizations can use new technology to provide better support mechanisms for sales channels and product-distribution systems.
This book will give you the framework you need to get your business ready for the brave new world of real-time marketing—how to make the most of your internal and external knowledge resources for creating informational value. It draws on knowledge from a wide range of disparate fields—computer science, human psychology, organizational development, and marketing—to show in concrete terms what’s required to become a real-time “customer-centric” company.
About the Author
James Morris-Lee's thirty years in marketing communication have spanned institutional advancement and fundraising, direct marketing, and business-to-business promotion of technology-based products and services.
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