Download e-book for kindle: Digital marketing management : a handbook for the current by Debra Zahay

By Debra Zahay

ISBN-10: 1606499246

ISBN-13: 9781606499245

ISBN-10: 1606499254

ISBN-13: 9781606499252

The book's aim is the administrative or center supervisor who must know how to include electronic advertising into their association at a strategic point. The publication demonstrates how one can contain electronic technique into company approach, concentrating on the Resource-Based view, the price Chain and easy positioning. The ebook then explains how simple approach may still move via to the fundamental 4 electronic advertising applied sciences, seek, social, e mail and cellular. the significance of caliber client info because the origin for those innovations is defined. eventually, instructions for dealing with the winning implementation of those advertising applied sciences within the association are lined. sensible guidance and case examples can also be supplied

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Additional info for Digital marketing management : a handbook for the current (or future) CEO

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The information helps us to serve the customer and then further creates value by contributing to a complete picture of the customer that can be used to target more effectively in marketing and selling to the customer. The customer increasingly takes a role in the the process of co-creation of value in the value chain. 21 Finally, the firm interfaces with its environment in another way. 3 shows, firms take in information in from suppliers/partners, competitors, customers, and employees and then use that information to learn and continue to create value.

Are they still customers—or former customers? Finally, some customers are forced to churn if they fail to make payments. If the relationship is seen as a potentially valuable relationship, then we can start the “winback” process to make offers and extend information that might be valuable to that customer. Also important today is the “lead nurturing” process, whereby we track customer interactions prior to purchase to try to develop the relationship so that the lead or prospect becomes a customer.

An example of information passed along the chain to create value might be simple order processing systems. These systems help us understand who the customer is and then to deliver information to the customer along the chain. The information helps us to serve the customer and then further creates value by contributing to a complete picture of the customer that can be used to target more effectively in marketing and selling to the customer. The customer increasingly takes a role in the the process of co-creation of value in the value chain.

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Digital marketing management : a handbook for the current (or future) CEO by Debra Zahay


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