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The book explores the transformative impact of market changes and technology on marketing strategies, emphasizing the necessity of direct customer relationships and trust. It highlights four key concepts reshaping the field: holistic brand management, customer relationship marketing, real-time marketing, and multi-channel marketing. Accompanied by global case studies, the analysis provides insights into how broadband internet and mobile communication facilitate closer interactions between companies and customers, ultimately redefining marketing, sales, and customer service.
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Marketing 2.0, Gerald Corbae, Jacob B. Jensen, Dirk Schneider
- Langue
- Année de publication
- 2010
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- (souple)
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