- Paperback: 256 pages
- Publisher: A Butterworth-Heinemann Title; 1 edition (Jun 29 1999)
- Language: English
- ISBN-10: 0750642033
- ISBN-13: 978-0750642033
- Product Dimensions: 23 x 15.3 x 0.8 cm
- Shipping Weight: 295 g
- Average Customer Review: 4.5 out of 5 stars See all reviews (2 customer reviews)
- See Complete Table of Contents
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Product Details |
Product Description
Product Description
This book follows Bickerton's successful "Cybermarketing" which advised marketing managers on how to create a site and start using the net to sell products and services. The new book offers advice at the next level up to senior executives/directors about using nets as part of a corporate communications and marketing strategy.
This book delivers a no-nonsense and pragmatic view on the use of these technologies within an organization as both a private and public communication channel. It is designed to show senior executives how to use the technology in a range of activities from straight selling through to sophisticated corporate communications. To demonstrate how to integrate nets with broader marketing strategy the key features of this book are:
* A powerful model for explaining the strategic uses and strengths of the Internet, Extranets and Intranets. The authors have created a matrix showing the features of each, and the potential linkages between them, to demonstrate how to use them individually or in a "mix".
* Clear guidance on how to bridge the gap between IT and Marketing to exploit the technology rather than getting bogged down in it.
* Copious exercises and real life examples accompanied by worksheets in each chapter so that real campaigns can be put together from the book.
Strategic focus for senior managers
Bridging the IT/marketing divide
Shows how to apply the latest ideas
This book delivers a no-nonsense and pragmatic view on the use of these technologies within an organization as both a private and public communication channel. It is designed to show senior executives how to use the technology in a range of activities from straight selling through to sophisticated corporate communications. To demonstrate how to integrate nets with broader marketing strategy the key features of this book are:
* A powerful model for explaining the strategic uses and strengths of the Internet, Extranets and Intranets. The authors have created a matrix showing the features of each, and the potential linkages between them, to demonstrate how to use them individually or in a "mix".
* Clear guidance on how to bridge the gap between IT and Marketing to exploit the technology rather than getting bogged down in it.
* Copious exercises and real life examples accompanied by worksheets in each chapter so that real campaigns can be put together from the book.
Strategic focus for senior managers
Bridging the IT/marketing divide
Shows how to apply the latest ideas
From the Publisher
This book delivers a no-nonsense and pragmatic view on the use of these technologies within an organization as both a private and public communication channel. It is designed to show senior executives how to use the technology in a range of activities from straight selling through to sophisticated corporate communications. To demonstrate how to integrate nets with broader marketing strategy the key features of this book are: * A powerful model for explaining the strategic uses and strengths of the Internet, Extranets and Intranets. The authors have created a matrix showing the features of each, and the potential linkages between them, to demonstrate how to use them individually or in a "mix". * Clear guidance on how to bridge the gap between IT and Marketing to exploit the technology rather than getting bogged down in it. * Copious exercises and real life examples accompanied by worksheets in each chapter so that real campaigns can be put together from the book.
Inside This Book
(Learn More)
First Sentence
This book seeks to offer a strategic approach to the issues facing all organizations wanting to adopt Internet technology in order to generate measurable business solutions. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
This book seeks to offer a strategic approach to the issues facing all organizations wanting to adopt Internet technology in order to generate measurable business solutions. Read the first page
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Concordance
Browse Sample PagesConcordance
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews
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Most helpful customer reviews
5.0 out of 5 stars
Make Sure You Read This One!,
By
This review is from: Cyberstrategy: Business strategy for extranets, intranets and the internet (Paperback)
If you're looking for a book that uses a non-technical approach to address really difficult issues, this is one you must read. Anyone that is starting a new project or contemplating a major update should look at these lessons carefully.
4.0 out of 5 stars
Very well layed out book,
By A Customer
This review is from: Cyberstrategy: Business strategy for extranets, intranets and the internet (Paperback)
I read this book and believe it is very useful in providing a review of the strategies and application of Electronic Commerce and the Internet phenomen into the modern business environment.It also analyses the benefits of Intranets and Extranets. There are some very good tables and diagrams which summarise information neatly. Definitely worth reading for any business person or student of business.
Share your thoughts with other customers: Create your own review
Most Helpful Customer Reviews on Amazon.com (beta) Amazon.com:
4.5 out of 5 stars (2 customer reviews) 1 of 1 people found the following review helpful:
4.0 out of 5 stars
Very well layed out book,
By A Customer - Published on Amazon.com
This review is from: Cyberstrategy: Business strategy for extranets, intranets and the internet (Paperback)
I read this book and believe it is very useful in providing a review of the strategies and application of Electronic Commerce and the Internet phenomen into the modern business environment.It also analyses the benefits of Intranets and Extranets. There are some very good tables and diagrams which summarise information neatly. Definitely worth reading for any business person or student of business.
5.0 out of 5 stars
Make Sure You Read This One!,
By Arthur C. Jessen "acjessen" - Published on Amazon.com
This review is from: Cyberstrategy: Business strategy for extranets, intranets and the internet (Paperback)
If you're looking for a book that uses a non-technical approach to address really difficult issues, this is one you must read. Anyone that is starting a new project or contemplating a major update should look at these lessons carefully.
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