Internet World Guide to One-to-one Web Marketing: Build a Relationship Marketing Strategy One Customer at a Time (Internet World Series)

by Cliff Allen (Author), Deborah Kania (Author), Beth Yaeckel (Author)

• Used

  Paperback
  1998

  $162.13

  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.