Series:

CIM Professional Development

2 total works

Cover of Cyberstrategy
This book follows Bickerton's successful "Cybermarketing" which advised marketing managers on how to create a site and start using the net to sell products and services. The new book offers advice at the next level up to senior executives/directors about using nets as part of a corporate communications and marketing strategy. This book delivers a no-nonsense and pragmatic view on the use of these technologies within an organization as both a private and public communication channel. It is designed to show senior executives how to use the technology in a range of activities from straight selling through to sophisticated corporate communications. To demonstrate how to integrate nets with broader marketing strategy the key features of this book are: * A powerful model for explaining the strategic uses and strengths of the Internet, Extranets and Intranets. The authors have created a matrix showing the features of each, and the potential linkages between them, to demonstrate how to use them individually or in a "mix". * Clear guidance on how to bridge the gap between IT and Marketing to exploit the technology rather than getting bogged down in it.
* Copious exercises and real life examples accompanied by worksheets in each chapter so that real campaigns can be put together from the book.

Cover of Cyberknowledge
The bulk of the literature about the Internet is either technical or low-level user skills advice. However the real power of the net lies in the potential for both creating and selling knowledge as well as goods. Cyberknowledge explores, in an accessible and practical way, the huge possibilities opened up by this crossover of nets, marketing strategy and knowledge management. It reveals the power that comes through recreating knowledge within the organization into profitable Internet business.Building on the foundations of the author's earlier titles, Cybermarketing and Cyberstrategy this new book is an important step beyond simply understanding the Internet and its various information uses. It is designed to show executives, especially in the services sector, how they can and must reconfigure companies into the new knowledge economy. The evidence from the market is that to competing demands not just innovation, but the restructuring of businesses for the net.The book shows how this can be done with each chapter giving the reader: -- A clear executive Summary of key concepts-- Practical examples from leading innovators, tips and lessons from those who've already done it-- 'Live on the Net' link to Marketingnet.com, downloadable worksheets, interactive checklists for staff involved in implementing new services, links to 'best practice' knowledge websites and a link to a problem solving discussion forum.The authors demonstrate both why and how world-class companies internationally are leveraging internal knowledge to create new online businesses. The book is based on their unrivalled practical experience in actually delivering profitable web-based solutions tobusiness. It will be essential reading for both executives and students