Digital Marketing Strategy: Text and Cases,New

Product Description Digital Marketing Strategy emphasizes how digital technologies make marketing more effective because they allow for individual attention, better campaign management, and better product, marketing design, and execution. The book does not ignore the fundamental theories of marketing, but emphasizes their usefulness in developing a response to the threats and opportunities created by the Internet. It is organized around an easytounderstand flow diagram for formulating marketing strategies: understand customer needs, formulate a strategy, implement the strategy, and build trust with customers. Digital technology discussed includes customer relationship management software, sales force automation, wireless technology, marketing automation software, and decision support systems. Case studies throughout the book illustrate reallife digital technology scenarios; they include: Mothernature.com, Dell, Insite, Terra Lycos, MarketSoft, OSRAM Sylvania, Logistics.com, Travelocity, and Citibank Online. For anyone pursuing a career in marketing; also for practitioners, marketing professionals, consultants, executive trainers and others employed in corporate training. Review 'Digital Marketing Strategy demonstrates that when buyers and sellers have equal access to key information, innovative business designs and value can be generated. There is much you can learn from studying the evidence found in this book.' Vince Barabba, Retired from GM, General Manager, Corporate Strategy and Knowledge Development From the Back Cover Digital Marketing Strategy emphasizes how digital technologies make marketing more effective because they allow for individual attention, better campaign management, and better product, marketing design, and execution. The book does not ignore the fundamental theories of marketing, but emphasizes their usefulness in developing a response to the threats and opportunities created by the Internet. It is organized around an easytounderstand flow diagram for formulating marketing strategies: understand customer needs, formulate a strategy, implement the strategy, and build trust with customers. Digital technology discussed includes customer relationship management software, sales force automation, wireless technology, marketing automation software, and decision support systems. Case studies throughout the book illustrate reallife digital technology scenarios; they include: Mothernature, Dell, Insite, Terra Lycos, MarketSoft, OSRAM Sylvania, Logistics, Travelocity, and Citibank Online. For anyone pursuing a career in marketing; also for practitioners, marketing professionals, consultants, executive trainers and others employed in corporate training. Excerpt. Reprinted by permission. All rights reserved. This book began in 1999 as the impact of the Internet was becoming clear. I initiated a course on Internet marketing strategy with the intent of inserting the Internet's potential within a framework of strategic marketing. Although initially some argued that the Internet was a revolution and that 'old' marketing would be replaced with new concepts and methods, it soon became clear that the Internet would not be a substitute but rather a complement to existing strategic marketing practices. I remember in 1999, after I gave a lecture stressing the fundamental concept of understanding customer needs and building a viable business model, a student raised her hand and said, 'Professor Urban, you do not get it! It's all about the new game, seizing the high ground and capturing eyeballs.' I responded that that may be true but that it was my feeling that fundamentals would rule and that she should 'stay tuned' to developments over the next year. To her credit, at the end of 1999 when it was evident that the dotcorns were in trouble, this student emailed me, saying, 'Well, that was not such a bad course! Could you send me the lecture notes again?' We have gone from