Marketing 2.0: strategies for closer customer relationships
Auteur :
Corbae, Gerald / Jensen, Jacob B. / Schneider, Dirk
Éditeur :
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
ISBN :
9783642055515
Date de publication :
15 déc. 2010
Dimensions :
23,5 x 15,5 cm
Langue :
Anglais
Pays d'origine :
Allemagne
The dynamic changes in the market and the competitive environment demand a reorientation of marketing strategies. This book analyses the enduring changes marketing is undergoing and present the four most important new concepts: Holistic brand management, customer relationship marketing, real-time marketing and multi-channel marketing.