Internet world guide to one-to-one web marketing
400 pages, parution le 31/03/1998
Résumé
This is a "next-generation" marketing book that
distinguishes itself from the introductory overview books
on the shelf by zeroing in on a specific, customer-oriented
marketing strategy that makes the most of current
technologies. It is a comprehensive resource for
understanding and applying the technologies, tools,
products and solutions for one-to-one marketing on the Web.
Case studies provide real-world examples of technologies
such as push, personalization, telephone and A/V
conferencing, interactivity, email, Web tracking and
analysis tools, and Web community technologies (chat,
games, Webisodes). In addition, this book covers how to
integrate one-to-one Web marketing strategies with other
systems and processes (such as databases and customer
service and support), as well as privacy issues, and the
future of one-to-one.
Table of contents :
One-to-One Web Marketing Overview
One-to-One Web Interactivity
One-to-One E-Mail
One-to-One Web Site Personalization
One-to-One Push
One-to-One Community
One-to-One Web Presentation and Conferencing
One-to-One Advertising and Promotion
One-to-One Web Site Tracking
Integrating One-to-One Web with Other Marketing Systems and
Processes
One-to-One Privacy
One-to-One Web Marketing Resources
Appendix
Bibliography.
L'auteur - Cliff Allen
Cliff Allen is President of Guest Track, Inc., a personalization software company.
L'auteur - Deborah Kania
Deborah Kania is the chief marketer at Lens Express, a leading direct marketer of eyewear, and an experienced Web marketer.
Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | Wiley |
| Auteur(s) | Cliff Allen, Deborah Kania |
| Parution | 31/03/1998 |
| Nb. de pages | 400 |
| Format | 229 x 152 |
| EAN13 | 9780471251668 |
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