Descripciones mejoradas de Syndetics:

Provides practical advice about how to develop strategies for the new interactive media and reveals how to put those strategies to work in profitable marketing programs. Presents the best thinking of leaders in both the professional and academic communities, including recognized authorities such as Don Peppers and Martha Rogers, Rob Jackson, Carol Nelson, Tracy Emerick, and Mickey Spalter.

Reseñas proporcionadas por Syndetics

CHOICE Review

Interactive Marketing addresses the technical milieu of modern marketing. It is divided into three topical sections (marketing strategies and tactics, media tactics and technology, and data collection and analysis), each describing the uses and implications of new technologies in the field of marketing. Most chapters are written by practitioners and researchers who have extensive experience in the fields on which they write; thus, the work is applied in orientation. An overriding objective of this book is to investigate how interactive technologies (e.g., e-mail, voice mail, Internet applications, faxes) impact modern marketing. Indeed, a case seems to be made that "modern" marketing is being transformed into "modem" marketing. Although few readers will find every chapter relevant to their needs, virtually all will discover some topics that benefit them in their respective fields. Unlike many technical publications that address Internet applications and Web sites, this volume deals mainly with educating the reader on the availability and importance of interactive technologies. Consequently, its usefulness will outlive many Web sites. Public, academic, and professional library collections. T. J. Belich Metropolitan State University