Improving Marketing Effectiveness
in a Digital World

By Malcolm McDonald & Hugh Wilson
Financial Times / Pearson Education
June 1999
ISBN: 0-273-64427-0
163 Pages, Illustrated
$175.00 paper original

The information revolution is radically changing industry, fuelled by the coming of age of database technology and the establishment of a global market through the Internet. This has enabled the development of customer-tailored products and IT-enabled marketing. For marketing managers required to exploit the benefits the technology offers, the pace of technological change can be daunting.

This report from Cranfield School of Managemen provides a comprehensive overview of IT-enabled marketing. It is written with the needs of marketers in mind, to help them optimise their marketing strategies in the digital world. Drawing on interviews with leading industry observers and academics, complemented by case studies from a wide range of industries, the report illustrates how blue-chip organisations are embracing new information-tailored marketing techniques.

Contents include:
The drivers for change
The e-marketing mix
A map of IT in marketing
When to use the Internet Software for analysis and planning
Case studies

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