Strategic Marketing for the Digital Age [Hardcover]

William Bishop (Author), Bill Bishop (Author)

Book Description

Publication Date: October 1998

Strategic Marketing for the Digital Age shows you how to build a digital marketing strategy, develop a plan, and execute it profitably. Bill Bishop gives you a practical, step-by-step model for developing an effective marketing program using digital and online technology. He takes you beyond mere "Internet" marketing and shows you how to expand your marketing power by using all of the digital tools available.

Editorial Reviews

From the Back Cover

Databases . . . E-mail . . . World Wide Web . . . Smart Cards . . . Interactive Voice Response . . . CD-ROM . . . Private Online Networks . . . Prepaid Calling Cards . . . Electronic Forms . . . PUSH Technology . . . The digital revolution is here, and you can use any or all of these tools to market your company, your products, or your services--if you know how. And knowing how means having a well-thought-out strategy and a plan for using these new digital tools in the new world of marketing. Strategic Marketing for the Digital Age shows you how to build a digital marketing strategy, develop a plan, and execute it profitably. One of the world's leading marketing experts, Bill Bishop, gives you a practical, step-by-step model for developing an effective marketing program using digital and online technology. He takes you beyond mere "Internet" marketing and shows you how to expand your marketing power by using all of the digital tools available. Written in an easy-to-read, entertaining, nontechnical style, this landmark book will help everyone in business--regardless of computer experience--master the complex new world of digital technology, including how to:

• Focus on your objectives and your most important asset--your customers--and not on technology
• Develop a clear digital vision
• Turn your database into the collective "memory" of your organization
• Choose the best digital tool for the specific situation
• Develop innovative promotions that will light up your screen and your cash register
• Create completely new digital-age products that meet the real needs and demands of your customers
• Integrate traditional advertising, direct mail, and public relations tools with your digital efforts
• Protect the privacy of your customers and prospects
• Measure and assess the impact of your digital marketing program

It's a new world, and Bishop's model gives you the rules for capitalizing on the potential of that new world. Whatever the size or scope of your business-from home-based to consumer products to retail, service, or business-to-business--you'll get hundreds of tips, ideas, and strategies for successful marketing in the digital age.

Product Details

• Hardcover: 272 pages
• Publisher: McGraw-Hill Companies (October 1998)
• Language: English
• ISBN-10: 0844234419
• ISBN-13: 978-0844234410
• Product Dimensions: 9.2 x 6.2 x 0.9 inches
• Shipping Weight: 1.2 pounds
• Average Customer Review: 4.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #3,889,441 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

11 of 12 people found the following review helpful:

4.0 out of 5 stars A very practical book that takes away the mystery, March 30, 1999

By 

Mark Vincent [e-mail] (Brisbane, Australia) - See all my reviews

This review is from: Strategic Marketing for the Digital Age (Hardcover)

For people who are intrigued by the current trends in marketing, particularly cybermarketing, and need a primer on all facets of digital marketing, this is a book that explains every element in a very readable format. The chapter on terminology and current technology is worth the price of the book alone. Most importantly, the book puts marketing on the internet into a broader context. Many books on marketing claim to take a strategic perspective but the reality is far removed from the claim. This book is strategic in its focus and it is one that I will dip back into frequently. Very much recommended for consultants and Marketing Managers.