The dizzying barrage of new marketing technologies is leading to confusion, the rule of ahype, a and bad marketing investments and decisions. Beyond qeq is designed to help sales and marketing executives look beyond current e-business fads to understand the fundamentals that will distinguish sales and marketing leaders in the future. The book provides a blueprint for using advances in technologyaincluding but not limited to the Webato get more marketing power for less money. Drawing on case studies from leading marketers such as IBM, Eastman Chemical, eBay, CitiGroup, GM, Dell and many others, author Stephen Diorio explains how sales and marketing leaders can: * Identify where technology can help them grow their businesses faster and get more mileage out of their sales and marketing dollars; * Develop an action plan to take action today and create competitive advantage tomorrow; * Anticipate the dramatic changes technology will bring to traditional marketing operations, marketing channels and customers in the coming decade. The winning strategies in Beyond qeq are based on original best practices research and interviews with thousands of customers and sales and leading marketers, and technology trend analysis from the META Groupathe leading IT advisory firm.One example is delivering customer service online. ... Smart direct marketing departments are starting to automatically alert call-center agents to a buying event based on a customera#39;s past history or script a aquot;real-timeaquot; personalized offer basedanbsp;...
|Author||:||Stephen G. Diorio|
|Publisher||:||McGraw Hill Professional - 2002|