New Economy Emotion

Despite the hype, e-commerce involves approaches that have long been established in conventional markets. The main difference is one of customer intimacy and reach. Through online Customer Relationship Management (CRM), e-commerce allows for the first time the possibility of genuine one-to-one marketing and communication - even in mass markets. Examining both long- and short-term strategies as part of the groundbreaking New Economy Excellence series, New Economy Emotion clearly shows how to integrate existing strengths with the Internet's tremendous power for personal interaction in a powerful ongoing loop.

Other titles in the New Economy Excellence series include:

New Economy Edge: Strategies and Techniques for Boosting Online Profitability
Jeremy Kourdi - 0471498440
New Economy Energy: Unleashing Knowledge for Competitive Advantage
Sultan Kermally - 0471499633
New Economy Expression: Redefining Marketing in the Multi-Channel Age
David Mercer - 0471500089Das Ziel unserer neuen Reihe 'New Economy Excellence' ist denkbar einfach. Sie soll Managern helfen, ihrem Unternehmen in der Internetwirtschaft einen Wettbewerbsvorteil zu verschaffen und dauerhaft zu sichern. Diese Reihe ist der Auftakt zur nächsten Generation der E-Business und E-Commerce Literatur, die eine solide wirtschaftliche Analyse der Chancen und Risiken im E-Business durchführt. Hier geht es nicht länger nur um Fragen warum oder wieso ein Problem besteht, sondern darum Antworten zu liefern, wie dieses Problem in der Praxis gelöst werden kann.
Jedes Kapitel enthält eine Zusammenfassung, Tipps für die Praxis, einen Aktionsplan und weiterführende Informationen. Anhand von Beispielen, Fallstudien, Implementierungs-Checklisten, Fragen und Antworten, Zitaten und prägnanten Ideen wird anschaulich erläutert, wie man mit der Online-Variante den Umsatz maximiert und Kosten minimiert, ein Customer Relationship Management aufbaut und neue Einnahmequellen erschließt.
Jeder Band dieser Reihe bietet verständliche, maßgebliche und aktuelle Informationen und bringt das jeweilige Thema präzise auf den Punkt.
Man mag es vielleicht nicht glauben, aber der E-Commerce greift auch auf Methoden zurück, die sich in konventionellen Märkten schon lange bewährt haben und deren Hauptunterschied im engen Kundenverhältnis und der unmittelbaren Kundennähe besteht. Durch Online Customer Relationship Management (CRM) ermöglicht der E-Commerce erstmals eine echte 1:1-Kommunikation mit dem Kunden, und das auch in Massenmärkten. "New Economy Emotion" erklärt, wie man zur Intensivierung der Kundeninteraktion bestehende Stärken mit der enormen Kapazität des Internet verbindet. Introduction.

Marketing and the Internet.

Relationship Marketing on the Web.

The Personalised Web Site.

E-mail Marketing.

Campaign Management.

Closing the Loop.

Dealing with Real People.

Getting it Done.

Creating More Customer Value.

Bibliography.

Index. ALFREDO ZINGALE is Founding Partner of Xnova Consulting Sarl, an International Strategy and Marketing Management consultancy based in Switzerland and focused on customer-centred value delivery and market development. He is also on the board of technology start-ups incubator NMI New Markets International, e-services applications developer WebResults and financial services company ADR-Invest. He is a former Hewlett-Packard Europe executive with 30 years of international management experience in marketing, sales, business development and customer development for technology products. Within Hewlett-Packard he pioneered the application of IT, Information Management and New Media to the marketing, sales and support functions. Alfredo Zingale received Bachelor and Master of Science degrees from Columbia University, NYC and business education from INSEAD.

MATTHIAS ARNDT is Senior CRM Consultant within Hewlett-Packard Consulting. After his studies in economics and computer science, he spent several years in software engineering and in customer education. The following ten years saw him involved in marketing at Hewlett-Packard, from product management to European and worldwide marketing roles focusing on Hewlett-Packard's installed customer base. He was responsible for the development and implementation of new Customer Relationship Management programs as well as e-Business services aimed at HP's European large accounts in the industrial and consumer markets. Since 1999, when he joined the HP Consulting practice, he has taught CRM seminars and helped customers define and implement their short- and long-term CRM vision and strategy with a special focus on the multi-channel, e-CRM environment. The extraordinary growth of e-business has generated new business paradigms that have changed the competitive landscape for many "old economy" companies. What is the role of marketing in the midst of this change? Does it have a role?

Companies that are market-focused have a competitive Value Proposition and continuously strive to improve their customer relationships, are more likely to leverage their presence on the Internet to their advantage and to achieve leadership positions.

This book examines both long- and short-term strategies for marketing as part of an integrated approach between "old and new" marketing. The authors call this the "Internet Marketing Loop". This practical step-by-step guide identifies the need to see the Web not just as another channel or a replacement for traditional methods, but as a tool for executing powerful customer-focused strategies. Topics covered include:
* How to create and execute effective email marketing campaigns
* How to build and sustain customer relationships with personalised websites
* How to implement a successful e-CRM environment
This book will enable managers responsible for marketing and business development to face the challenge of relating to their market through the Web in a professional, profitable and competitive way. The aim of the series is a simple one - to help managers create and sustain competitive advantage in the Internet economy. The series pioneers a new generation of business books that take a step back from the evangelical hype surrounding the Web to provide a sound commercial analysis of the opportunities and pitfalls of the e-business environment. The question is no longer whether or why, but how?

Books which deal with e-business topics in isolation miss the point. The hub of the electronic world - the Internet - is primarily and enabling force. It cannot work miracles. The brightest sparks are still those with the best ideas, not the most venture capital or marketing spend. What these books demonstrate clearly is that the old ways of doing business are not redundant, and that application of sound, practical steps that combine both old and new models will go a long way towards ensuring continued business success.

Each title in the New Economy Excellence Series is clear-minded, accessible and aimed at bringing a critical business issue in the new economy into sharper focus. This series is the first of its kind to provide sound practical steps that busy executives can action immediately no matter where they are on the e-business ladder. As befits books concerned with a globalising world, these books take an international perspective. Read the front inside flap to see how you can benefit from New Economy Emotion.