Economic Development and Cooperation in the Pacific Basin or New Marketing

Economic Development and Cooperation in the Pacific Basin: Trade, Investment, and Environmental Issues

Author: Hiro Le

The Pacific Basin is the most dynamic economic region of the world, and has become a model for efficient international specialization, growth, and rising living standards. This book brings together leading economic experts from around the region to appraise and distill the most important issues facing its policy makers, including trade relations, foreign investment flows, and the environment. As we stand at the threshold of the Pacific Century, the lessons this region imparts to us hold the promise of rising living standards around the world.

Books about: Hauptsache von Pharmacoeconomics

New Marketing

Author: Malcolm McDonald

The New Marketing presents a comprehensively revised blueprint for the marketing process developed by Malcolm McDonald and Hugh Wilson to address second-generation changes brought about by technological development and the associated 'information revolution'. Built around the leading concept of a value exchange with customers, it provides essential advice on how to harness the latest technology and incorporate it effectively into marketing practice.

The premise driving the new thinking in this book is that the early stand-alone experimentation with new marketing channels is over for many organizations. The key now is the total integration of new techniques and technologies within the wider marketing process. e-Commerce and CRM, for instance, no longer stand alone as something to plan for separately. Instead, the core processes of marketing need to take account of e-commerce and other IT-enabled channels such as call centres.

This development has meant important new steps in decision making for marketers, who now have to choose the channels which are most appropriate for certain tasks and how they should be integrated to maximise customer value. The book focuses on:

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How marketing must integrate the interactive environment from the outset
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How the choice of channels changes the offer as well as the customer contact
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How the marketing manager's role must change

Having worked on e-commerce and CRM strategy with a range of major companies over the last four years, the authors have developed tools and frameworks to fill these gaps in traditional marketing. The New Marketing draws heavily on this direct practical experience, andoffers the ideal guide to tailoring your marketing strategy to the demands and opportunities of the 21st century marketplace.

Provides the marketing framework and tools to help you integrate traditional and e-marketing techniques Shows how to adapt your marketing role to maximize the customer value and channel advantage Written by the best selling author of Marketing Plans in collaboration with the leading e-marketing expert

Table of Contents:

	Preface
Ch. 1	The new marketing: drive the digital market or it will drive you	1
Ch. 2	Building the future on solid foundations: defining markets and understanding value	35
Ch. 3	Planning for market transformation: determining the value proposition	71
Ch. 4	Making the future happen: communicating and delivering value	115
Ch. 5	Staying on track: monitoring the value delivered	159
Ch. 6	Avoiding pitfalls: implementation issues	189
Ch. 7	Focusing on tomorrow's customer: future trends and the implications for marketing practice	209
	Index	223