Descripciones mejoradas de Syndetics:

"Ten years from now Bill Bishop will be seen as someone who opened the doors to the digital marketing for thousands of entrepreneurs." -- Dan Sullivan, President The Strategic Coach, Chicago "The digital domain is quickly becoming one of the world's great--if not the greatest--marketplaces, and Bill Bishop has laid out a comprehensive and comprehensible set of maps and tools on how to get there successfully." -- John Tevlin, President CN Tower, Toronto "This is not just another 'techie' book about using the Internet and World Wide Web. In an immensely practical style, Mr. Bishop shows us how to adapt the changes brought about by the new technology and, even more importantly, how to embrace an entirely new way of thinking about marketing and sales strategy." -- Bonnie Schaefer, Marketing Manager Boehringer-Ingelhiem, NOBL Labs, Sioux Center, Iowa "With clarity, simplicity, and humor, Bishop offers a comprehensive 'how-to' guide for marketing in the Digital Age. Whether you are developing a digital marketing capability or upgrading an existing one, this book is a must! -- D.A. (Sandy) Somers, President Canada Bread, Toronto "A road map through the new technology-driven business environment, Bishop's insights and strategies add value to relationships with clients and strategic business partners." -- Jerry Kalish, President National Benefit Services, Inc., and Harvest Group, Inc., Chicago "Unmatched insights into the impact digital technology is having on all of marketing--research, development, sales, customer service . . . PLUS . . . a powerful strategy for putting those insights to work. I recommend this book to every marketing executive in every type of business." -- Steve Sills,Manager of Industry Marketing Communications J.D. Edwards, Denver

Tabla de contenidos provista por Syndetics

• Acknowledgments(p. xiii)
• Preface: Digital Marketing--Like Science Fiction Come to Life(p. xv)
• Section 1 An Introduction to Digital Marketing(p. 1)
• Chapter 1 The Pioneers of Digital Marketing(p. 3)
• Finding the Perfect Refrigerator(p. 4)
• Car Care in Cyberspace(p. 6)
• Your Virtual Home Office(p. 6)
• The Fast-Paced Digital Economy(p. 7)
• Staggering Array of Choices(p. 8)
• More Than Just the Internet(p. 8)
• Marketing Technopia(p. 9)
• Overview of Chapters(p. 11)
• Chapter 2 The Digital Marketing Environment(p. 13)
• Changes in the Marketing World(p. 14)
• What Makes Digital Marketing Different(p. 15)
• The Customer Is the Focus(p. 17)
• Develop Capabilities, Not Products(p. 19)
• Change Channels and Be Different(p. 19)
• Choose from All the Digital Marketing Tools(p. 20)
• The Changing Role of Traditional Media(p. 21)
• Provide Quality Content or Something Useful(p. 23)
• What You Need to Do(p. 26)
• Chapter 3 The Strategic Digital Marketing Model(p. 30)
• Start with a Strategy(p. 31)
• The Foundation of Your Empire(p. 31)
• Your Digital Domain(p. 40)
• Digital Marketing in Action(p. 42)
• The Beginning of Your Empire(p. 50)
• Chapter 4 The Power of Digital Technology(p. 51)
• The Basics of Bits and Bytes(p. 52)
• The Basics of the Personal Computer(p. 53)
• Modems and Bandwidth(p. 57)
• Software You Need to Understand(p. 58)
• The Basics of Online Technology(p. 59)
• The Many Faces of the Internet(p. 62)
• Computer Bulletin Board Services (BBS)(p. 64)
• The Battle For Bandwidth(p. 65)
• The Multimedia Revolution(p. 66)
• Get Acquainted with the Digital World(p. 67)
• Section 2 Planning Your Digital Marketing Strategy(p. 69)
• Chapter 5 Create Your Digital Vision(p. 71)
• Long-Term Digital Goals(p. 72)
• Medium-Term Digital Goals(p. 75)
• Short-Term Digital Goals(p. 79)
• Hold a Digital Strategy Session(p. 86)
• Chapter 6 Research Your Digital Market(p. 87)
• The Digital Demographics(p. 88)
• The Digital Communications Audit(p. 91)
• The Popularity of Digital Devices(p. 95)
• Chapter 7 Start Your Customer Database(p. 98)
• How Databases Work(p. 99)
• Why You Need a Customer Database(p. 102)
• Benefits You Will Realize from a Customer Database(p. 105)
• How to Set Up Your Customer Database(p. 108)
• Attract More Customers and Have Better Relationships(p. 111)
• Chapter 8 Choose Your Digital Tools(p. 112)
• The Telephone: Everyone Uses One(p. 113)
• Voice Mail
• Voice Mail Broadcast
• A 1-900 Number
• Reverse 1-900
• Pay Phone Services
• Prepaid Long-Distance Calling Cards
• Cellular Telephones
• Digital Cards and Coupons(p. 121)
• Loyalty Club Cards
• Digital Coupons
• Digital Checks
• Online Tools: Not Just the Web(p. 124)
• The Internet
• Mighty E-Mail
• Mail List Servers
• The World Wide Web
• Search Engines
• Links from Popular Sites
• Strategic Web Partners
• Online Shopping
• Newsgroups
• File Transfer Protocol (FTP) Sites
• Bulletin Board Services (BBS)
• Choosing Between BBS and Web
• Get the Ball Rolling
• Commercial Online Services
• Proprietary Internet Platforms
• Cable Networks
• In-Store Kiosks
• Multimedia Tools(p. 141)
• CD-ROM
• CD-ROM and Online Services
• Floppy Disks
• Video Game Cartridges
• Fax Tools(p. 143)
• Fax Broadcast
• Fax-On-Demand
• Fax Mailboxes
• Other Digital Tools(p. 144)
• Proprietary Software
• Electronic Forms
• Pagers
• Virtual Reality Arcade Machines
• Coming Soon(p. 146)
• Digital Videodisk (DVD)
• Wireless Personal Digital Assistants (PDA)
• Interactive Television
• Video-Mail
• Vitual Reality Online
• Chapter 9 Dream Up Your Digital Promotion(p. 149)
• Digital Roadside Attractions(p. 150)
• Proactive Digital Programs(p. 160)
• Direct Digital Sales Programs(p. 163)
• Put It All Together(p. 165)
• Chapter 10 Put All the Bits and Bytes Together(p. 166)
• The Information Provider: Big Bob's Hardware Emporium(p. 167)
• The Database Marketer: The Gourmet Baby Food Company(p. 168)
• The Proactive Integrator: Webbed Feet Film and Printing(p. 170)
• The Digital Community: International Association of Sperm Bank Operators(p. 171)
• The Smart Innovator: The Bowling Ball Alarm Agency(p. 173)
• The Interactive Undertaker: Frederick's Funeral Homes(p. 174)
• The Digital Communicator: Liability and Lawsuits(p. 175)
• The Strategic Digital Bartender: Bernie's Bar and Grill(p. 176)
• Requiem for Traditional Marketing(p. 178)
• Chapter 11 Build Your Digital Command Center(p. 179)
• Integration in the Digital Economy(p. 180)
• Get Online!(p. 182)
• Setting Up a Web Site(p. 183)
• A Network-Wide Internet Connection(p. 184)
• Install a Bulletin Board System (BBS)(p. 185)
• Other Digital Capabilities(p. 186)
• Connecting to Your Database(p. 187)
• A Future Migration Path(p. 187)
• Ready to Rock 'n' Roll(p. 188)
• Section 3 Running Your Digital Marketing Program(p. 189)
• Chapter 12 Launch Your Digital Marketing Program(p. 191)
• The Launch(p. 192)
• The Ongoing Process(p. 197)
• The Expansion of Your Program(p. 198)
• Chapter 13 Assess Your Digital Success(p. 200)
• Hits, Hits, Hits(p. 201)
• Invalid Assessment Tools(p. 203)
• The Problem of Disk Caching(p. 203)
• Assessing Web Display Advertising(p. 204)
• Measuring Quality and Contact(p. 204)
• Measuring Other Digital Tools(p. 205)
• Database Tracking(p. 205)
• Section 4 The Ethics of Digital Marketing(p. 207)
• Chapter 14 Protecting Customer Privacy(p. 209)
• The Potential for Abuse(p. 210)
• Safeguard the Bond of Trust(p. 212)
• Open Communication--Key to Ethical Digital Marketing(p. 214)
• Ownership of Personal Data(p. 215)
• Sensitivity to the Need for Privacy(p. 217)
• Chapter 15 Protecting Your Digital Rights(p. 218)
• Domain Name Dilemma(p. 219)
• The Impossible Task of Digital Enforcement(p. 220)
• Digital Legal Liabilities(p. 222)
• Keeping Secrets in the Digital Age(p. 225)
• Electronic Money and Online Transactions(p. 227)
• Take the Digital High Road(p. 229)
• Section 5 The Future of Digital Marketing(p. 231)
• Chapter 16 Beyond Technopia(p. 233)
• The Digital Boom Years (Year 2020)(p. 233)
• The Dawn of the Biological Economy (2096)(p. 235)
• The Year of the Joy Dimension (2525)(p. 236)
• Glossary of Terms(p. 239)
• Suggested Reading(p. 251)

Reseñas proporcionadas por Syndetics

CHOICE Review

Bishop, a well-known marketing expert, is president of a marketing communications firm with several large clients. In this how-to book aimed at practitioners he provides instruction and guidance in building, planning, and executing a strategic marketing plan that focuses on the use of digital technology. Written in an easy-to-read, nontechnical style, the book introduces the key concepts and terminology (including a glossary) found in the digital revolution. The author's practical knowledge of the subject is apparent as he describes a multitude of marketing uses for such digital technology as voice mail, faxes, e-mail, 1-900 numbers, bulletin boards, CD-ROMs, video game cartridges, pagers, and several future technological devices. In addition, Bishop discusses creating a vision, researching the digital market, starting a database, creating digital promotions, building a command center, launching the program, assessing digital success, and protecting customer privacy and digital rights. Practical minicases supplement the book as examples of successful digital strategies. In content the book is similar to Electronic Marketing (1997), by Margo Komenar, with fewer case examples and a more strategic approach. Upper-division undergraduates; graduates; faculty, practitioners. S. W. Husted; Lynchburg College