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Cyberstrategy - Business Strategy for Extranets, Intranets and the Internet (Paperback)
Loot Price: R886
Discovery Miles 8 860
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Cyberstrategy - Business Strategy for Extranets, Intranets and the Internet (Paperback)
Series: CIM Professional
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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
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