In 1987, marketing genius Stan Rapp introduced the business world to the concept of one-to-one marketing with his international bestseller MaxiMarketing. In this book he teams up with celebrated e-business visionary and bestselling author Chuck Martin to bring us news of Max-E-Marketing, a cutting-edge approach to achieving record profits that combines the power of the Internet with one-to-one marketing techniques.
Rapp and Martin show how Max-E-Marketing can put measurable responses from valued customers at the heart of the marketing process to maximize sales, both online and offline. They describe proven techniques for using Internet technology to more effectively target, acquire, and maintain long-term relationships with valued customers.
"synopsis" may belong to another edition of this title.
Here are master marketers....Says Philip Kotler
"Here are master marketers not only identifying the tumultuous sea changes engulfing business today but offering a grat compass for navigating these treacherous waters.
If your company is plagued by increased commoditization and intense price pressures, you must read this book. It provides $40,000 of advice on how to survive and prosper in the net economy within its pages."
--Philip Kotler, Professor of International Marketing, Kellogg Graduate School of Management, Northwestern UniversityFrom the Back Cover:
In this era of maximum consumer expectations, marketing supremacy depENDs upon maximizing the future value of customer interactions online and offline
Max e-Marketing in the Net Future
With the dominance of the internet and the ubiquity of networked business connections, the turn toward individualized marketing is accelerating at an unprecedented pace. And this is happening while most business professionals are pulled one way or the other by the mandates of the "old economy" and the fuzziness of the "new economy."
It's time to leave the false starts and excessive hype that accompanied the arrival of the Digital Age. With this book, best-selling authors and marketplace visionaries Stan Rapp and Chuck Martin erase once and for all those antiquated economic constructs of "old" and "new." There is only one economy that matters for themthe real economy, the economy of the Net Future.
Max-e-Marketing in the Net Future is the first book to provide readers with a clearly articulated set of guidelines for maximizing 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 online and offline pacesettsers. Building on the farsighted marketing tenets first introduced and then chronicled in the Maximarketing trilogy coauthored by Stan Rapp and Tom Collins and the pioneering of Chuck Martin in his best-selling book Net Future, the authors now offer fresh new insight into understanding and profiting from the twists and turns of the relationship-driven e-marketing future.
Rapp and Martin show how to make the Web function as your business's own built-in "booster engine" for maximizing the future value of the business by taking full advantage of the new high-tech tools for targeting, acquiring, and nurturing customers. In the Net Future that arrives daily, it has become possible to build customer relationships that maximize sales and profits.
By operating within the conceptual framework of the 7 Max-e-Marketing imperatives, you can make the most of each new challenge of this 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 to your brand equity and follow all the other imperatives leading up to making the customer experience exceed 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 from anything ever seen before. The new dynamic requires new thinking and new rules. Rapp and Martin show the way in Max-e-Marketing in the Net Future.
Unlock the fundamentals of marketing success in the networked economy with two of the world's leading e-business visionaries
"Here are master marketers not only identifying the tumultuous sea changes engulfing business today but offering a great compass for navigating these treacherous waters."
"If your company is plagued by increased commoditization and intense price
pressure, you must read this book."
S.C. Johnson Distinguished Professor of International Marketing
Kellogg Graduate School of Management
"What "MaxiMarketing" did for direct marketing, "Max-e-Marketing" will do for
Internet marketing. As usual Stan Rapp (and his partner Chuck Martin) are in
the vanguard of marketing thinkers. Don_t miss his latest opus."
Ries & Ries, Focusing Consultants
"Want to know what lies ahead once the dust settles in the
"new economy"? Here's a hint: strategies, not technologies, will drive
future value in customer relationships! Max-e-Marketing contains
this and other valuable guidelines and tactical advice designed to help your
business compete in the next phase of marketing evolution."
Don Peppers and Martha Rogers, Ph.D.
Partners, Peppers and Rogers Group
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Book Description McGraw-Hill, 2000. Hardcover. Book Condition: New. 1. Bookseller Inventory # DADAX0071364722
Book Description McGraw-Hill, 2000. Hardcover. Book Condition: New. book. Bookseller Inventory # 0071364722
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