Marketing 2.0: Strategies for Closer Customer Relationships [Hardcover]

The dynamic changes in the market and the competitive environment demand a reorientation of marketing strategies. Developing and cultivating direct customer relationships and building customer trust are becoming key success factors. With new technologies such as broadband internet and mobile communication, companies are able to create closer dialogs with key customers. This book analyses the enduring changes that the world of marketing is undergoing and presents the four most important new concepts: holistic brand management, customer relationship marketing, real-time marketing, and multi-channel marketing. The text is accompanied by selected case studies from all over the world.

Introduction: The New World of Marketing.- I: Challenges after the Internet Hype.- 1 E-Business Is Dead  Long Live E-Business!.- 1.1 The Rise and Fall of the New Economy.- 1.2 The Corporations Strike Back.- 1.3 On the Road to a Digital Economy.- 2 Disruptive Technologies Are Changing Our Everyday Lives.- 2.1 From Slow to Fast  The Promise of Bandwidth.- 2.2 From Single to Multiple  The Changing Faces of Personal Devices.- 2.3 From Corporate to Fashion  Versatility and Fun.- 2.4 From One to Many  Partnerships along the Value Chain.- 2.5 Technologies Take Time.- 3 The Unknown Customer.- 3.1 The Ignorance of Companies.- 3.2 The Advantages of Close Customer Relationships.- 3.3 What Todays Customers Want.- II: Brave New Marketing World.- 4 Customer Experience  Holistic Brand Management.- 4.1 Trust Is an Important Aspect of Holistic Brand Management.- 4.2 Holistic Brand Management for Individual Customers.- 4.3 Consumer Trusted Brands.- 4.4 From Products to Services.- 5 Customization  Customer Relationship Marketing.- 5.1 The Vision of the Individual Customer Relationship.- 5.2 Only Few Brands Have the Right to Customer Relationships.- 5.3 The Challenges of Loyalty Programs.- 6 Contact  Real-Time Marketing.- 6.1 The Internet as a Medium for Interactive Customer Relatl3;