Ulteriori informazioni
Sommario
List of figures
List of tables
1 INTRODUCTION AND SUMMARY
- Aims and report structure
- Method and sponsors
- Executive summary
2 A MAP OF THE NEW MARKETING
Introduction Overview Define markets and understand value Create value proposition Deliver value Monitor value Summary 3 A SURVEY OF E-MARKETING APPLICATIONS
Introduction Overview ERP systems Customer relationship management systems Marketing data warehouses Operational EIS Market research applications R&D support tools Causal modelling Planning support tools Conclusions 4 IDENTIFYING AND ACHIEVING BENEFITS FROM eCRM
Introduction: the benefits dependency network Investment objectives and benefits Business and enabling changes The applications portfolio Conclusions 5 FACTORS FOR SUCCESS IN eCRM PROJECTS
Why marketing applications are different A synthesis of previous research Success factors from case studies Conclusions 6 EVOLVING THE ORGANIZATION TOWARDS E-MARKETING:A STAGE MODEL
Introduction The e-marketing mix Overview of stage model Stage 1: Running the business Stage 2: Piecemeal customer data Stage 3: Integration for analysis Stage 4: The integrated customer interface Stage 5: Customized market strategy Stage 6: IT-enabled market restructuring Summary Bibliography
Riassunto
In the new economy companies must integrate marketing processes throughout the business and embrace a single-minded focus on customer value. To achieve this, marketing needs to fully understand and seize the opportunities provided by IT.
This new report from Cranfield School of Management sets out in clear, accessible terms the essential applications of IT to marketing processes.
