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.
- ISBN10 3409118489
- ISBN13 9783409118484
- Publish Date 27 September 2001
- Publish Status Out of Print
- Out of Print 15 June 2021
- Imprint Gabler Verlag
- Edition 2001 ed.
- Format Hardcover
- Pages 247
- Language German