Beschreibung:

Since the first edition of this book was published in 1997 we have been in the middle of a revolution. The Internet and technologies such as the mobile phone have grown exponentially and dramatically changed the way we practice marketing. In 1997 we demonstrated how marketing and information technology were inextricably linked. Those links have grown to the extent that we can now say that any marketing person who does not understand the role of information technology will become an endangered species. The furious rate of change and competition is rapidly weeding out those adverse to technology.

The content of this new edition has been updated to reflect the changes of the last few years. We have added a new structure, which should make it easier to navigate the book. Each charter has been updated with the changes brought about by the Internet and e-Business. We have also added a number of new case studies and you will now find many URL addresses to web sites. These changes were necessary to bring this edition up to date. We think of this book as a roadmap that will help you navigate the different areas of marketing rather than as a final destination. It can be used to orient yourselves on the basics before launching onto the web to search für the most up to date information. While the last few years have seen dramatic changes we believe the rate of change will contin.ue in the near future. It is an exciting time für anyone involved in marketing and information technology. We trust this book provides a great launch rad für the exciting journey ahead.