eBooks / Apr 16 2011 - 05:10:07 PM
The key now is the total integration of new techniques and technologies within the wider marketing process. e-Commerce and CRM, for instance, no longer stand alone as something to plan for separately. Instead, the core processes of marketing need to take *** of e-commerce and other IT-enabled channels such as call centres.
This development has meant important new steps in decision making for marketers, who now have to choose the channels which are most appropriate for certain tasks and how they should be integrated to maximise customer value. The book focuses on:
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The New Marketing
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