Marketing in the Digital Age, 2nd edition


By John O'Connor & Eamonn Galvin
ISBN: 0-273-64195-6
December 2000
Financial Times (Division of Pearson Education)
304 Pages
$99.50 Paper Original


Topics include: Marketing's Challenge. Arrival of the Digital Age. How Can Marketing Respond? Market Research. Creating Customer Insight. Customer Database. Database Marketing & Direct Marketing. Relationship Marketing. Product--more variety, faster. Price--what are you prepared to pay? Places--your place or mine? Promotion--the market of one. Improving Sales Force Effectiveness. Delivering Customer Service & Support. Developing Marketing Systems That Work.

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