Computer-aided marketing and selling : information asset management

Robert Shaw

This work aims to help the reader apply the use of computers in a marketing and selling environment. It is a practical book which uses questionnaires throughout, and is suitable reading for marketing managers, sales managers, advertising agencies and data processing analysts. Some of the most costly information gathered in the course of a working day lies around unused. Some of it is in your head, your own or a colleague's filing system, some computerized, some out of date and often contradictory. In developing capabilities in any business three questions need to be answered: What strategies should you adopt? What systems of information management would be appropriate and relevant to you? What stages will you go through in developing your capabilities? This book helps the reader: Understand how good (or bad) a company is in the critical factors that make for long-term marketing success through the use of computers, and create computer-aided marketing and selling in the business areas for which they are responsible. Using questionnaires to force thinking through the factors that make business success, a blueprint showing how to construct successful systems and a planning cycle to explore systematically the ways that the business of marketing will be affected by information technology, Bob Shaw has written a practical book for selecting, developing and maintaining computer-aided marketing and selling systems.

「Nielsen BookData」より

[目次]

  • Strategies
  • automation strategies
  • automation case examples
  • fusion strategy
  • fusion case examples
  • integration strategy
  • integration case examples - the virtuous cycle
  • the structure
  • analysis and research
  • planning
  • contacts
  • responses - follow-up
  • monitoring
  • the database
  • getting results
  • the ABC of innovation
  • activating your organization
  • building the system
  • consolidating the results
  • getting help.

「Nielsen BookData」より

この本の情報

書名 Computer-aided marketing and selling : information asset management
著作者等 Shaw, Robert
シリーズ名 The Marketing series
出版元 Butterworth-Heinemann
刊行年月 1993, c1991
版表示 New ed
ページ数 vii, 223 p.
大きさ 24 cm
ISBN 0750617071
NCID BA22622391
※クリックでCiNii Booksを表示
言語 英語
出版国 イギリス
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