All-To-One Winning Model for Marketing in Post Internet
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As the novelty of the internet begins to wane, this book takes a step beyond the popular 'one-to-one' concept. It reveals a new vision of marketing and customer relationship management, one which acknowledges the advantages of the Internet but believes it should only be part of a broad communication / selling dialogue with customers.
All-to-One was developed in conjunction with, and is now being implemented by, leading multinational corporations. This book leads you through the five-stage methodology - RELMODEL which will empower you to apply All-to-One to your marketing, your brand image, and to your company culture and structure.
The book covers all aspects of All-to-One's impact on companies, on their marketing and on the society in which they operate. It shows in detail how successful companies such as General Motors are exploiting the advantages of All to One. And it assesses what went wrong with companies such as Boo.com and British Airways.
Product features:
| Autor |
Steve Luengo-Jones |
| Wydawnictwo |
McGraw-Hill |
| Rok wydania |
2001 |
| Liczba stron |
278 |
| ISBN |
0-07-709799-8 |
| Oprawa |
oprawa twarda |
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