Research Catalog

Title

Max-e-marketing in the net future : seven imperatives for outsmarting the competition in the net economy / Stan Rapp, Chuck Martin.

Author

Rapp, Stan.

Publication

New York : McGraw-Hill, [2001], ©2001.

Items in the Library & Off-site

Holdings

Details

Additional Authors

Martin, Chuck, 1949-

Description

xix, 251 pages; 24 cm

Summary

• "Max-e-Marketing in the Net Future is the first book to provide readers with a clearly articulated set of guidelines for taking advantage of the opportunities and avoiding the pitfalls in today's rapidly changing business environment. Each of the dynamic new Max-e-Marketing imperatives is illustrated by exclusive interviews with some of today's most innovative marketing pacesetters.
• Building on the farsighted marketing tenets first introduced and then chronicled in the MaxiMarketing trilogy co-authored by Stan Rapp and Tom Collins, and the pioneering insights of Chuck Martin in his best-selling book Net Future, the authors offer a roadmap for understanding - and profiting from - the twists and turns of the relationship-driven e-marketing future.".
• "By operating within the framework of the 7 Max-e-Marketing Imperatives, you can make the most of each new challenge of this new era. You can add to what you know about your customers in everything you do, and use what you know to drive everything you do. You can wrap services around products and vice versa to create blockbuster offerings.
• You can add relationship equity by marking the customer experience exceed the brand perception and forming a new partnership between IT and Marketing that drives the future success of the enterprise.".
• "As all companies and their competition struggle to figure out how to adapt, survive, and prosper in an interconnected business world, one thing is clear. The interaction between an e-business and its e-customers will be radically different than anything ever seen before. The new dynamic requires new thinking and a dramatically new approach. Rapp and Martin show the way in Max-e-Marketing in the Net Future."--BOOK JACKET.

Subject

• Internet marketing
• Business enterprises > Computer networks

Note

• Includes index.

Contents

New Millennium! New Networked Economy! New Marketing Imperatives! -- Imperative 1. Use What You Know to Drive What You Do -- Imperative 2. Erase that Line Between Product and Service -- Imperative 3. Make Each Relationship as Different as Each Customer -- Imperative 4. Do as Little as Possible Yourself -- Imperative 5. Make Your Interactive Process Become the Product -- Imperative 6. Factor Future Value Into Every Move You Make -- Imperative 7. Make Business Responsible for Marketing and Marketing Responsible for Business -- Where Do You Go From Here? -- URL Listing.

ISBN

0071364722

LCCN

00051139

OCLC

• ocm45162194
• SCSB-4060636

Owning Institutions

Columbia University Libraries