"Ten years from now Bill Bishop will be seen as someone who opened the doors to the digital marketing for thousands of entrepreneurs." -- Dan Sullivan, President The Strategic Coach, Chicago "The digital domain is quickly becoming one of the world's great--if not the greatest--marketplaces, and Bill Bishop has laid out a comprehensive and comprehensible set of maps and tools on how to get there successfully." -- John Tevlin, President CN Tower, Toronto "This is not just another 'techie' book about using the Internet and World Wide Web. In an immensely practical style, Mr. Bishop shows us how to adapt the changes brought about by the new technology and, even more importantly, how to embrace an entirely new way of thinking about marketing and sales strategy." -- Bonnie Schaefer, Marketing Manager Boehringer-Ingelhiem, NOBL Labs, Sioux Center, Iowa "With clarity, simplicity, and humor, Bishop offers a comprehensive 'how-to' guide for marketing in the Digital Age. Whether you are developing a digital marketing capability or upgrading an existing one, this book is a must! -- D.A. (Sandy) Somers, President Canada Bread, Toronto "A road map through the new technology-driven business environment, Bishop's insights and strategies add value to relationships with clients and strategic business partners." -- Jerry Kalish, President National Benefit Services, Inc., and Harvest Group, Inc., Chicago "Unmatched insights into the impact digital technology is having on all of marketing--research, development, sales, customer service . . . PLUS . . . a powerful strategy for putting those insights to work. I recommend this book to every marketing executive in every type of business." -- Steve Sills, Manager of Industry Marketing Communications J.D. Edwards, Denver
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
