Cor Molenaar : The Future of Marketing - Practical Strategies for Marketers in the Post-internet Age

The complete realist's guide to e-marketing!-- How to define e-marketing strategies that reflect the unique strengths of your organization.-- A proven framework for making successful e-marketing decisions -- and implementing them.-- What the Internet can and can't do -- and how to make the most of what it can do.Everything you thought you knew about marketing doesn't work anymore. But then, neither does most of what you've heard about the Web. What works? This does. The Future of Marketing debunks the hype and analyzes the real changes the e-world has brought to marketing. Written by a leading expert on using IT in marketing, it presents a complete model and framework for making the best strategic e-marketing decisions -- and implementing them successfully. Cor Molenaar goes beyond yesterday's e-marketing platitudes ("mass marketing is dead, customers now call all the shots"), showing what really works. Molenaar presents a proven approach to strategy which recognizes that differentbusinesses require radically different e-marketing solutions. You'll learn how to identify your real e-market; what the Internet can and cannot do; and how to make the most of what it can do. Unlike other books, which focus on narrow areas such as branding or permission marketing, this book offers a wide-ranging, relentlessly realistic view of the entire field. For all marketing executives, Web and e-business marketing managers, product managers, advertising and corporate