Digital Marketing

Wind, Jerry; Mahajan, Vijay
January 2001
Business Book Review Library;2001, Vol. 18 Issue 14, p1
Book Summary
Book Summary
At a conference held by The Wharton School&x2019;s SEI Center, leading researchers, in diverse areas of marketing, came together to offer practical and adaptable insights into the underlying forces shaping the new digital environment, the resulting new realities of consumer behavior and market research, and the ways in which executives, managers, and consultants can implement new concepts and approaches. Digital Marketing, the result of that discussion, offers a wide range of ideas for rethinking and reinventing the discipline of marketing in light of the unique challenges of the Internet. Essentially, the contributors conclude that the digital revolution has created a new business reality and left tremendous strategic uncertainty in its wake. This reality is characterized by technology as a driver (rather than as an enabler), customer centrism, knowledge assets, virtual integration, cross-functional integration, agility/experimentation/learning, network-focused strategy, increasing returns to scale, time competitiveness, and globalism. Finding the answers to these questions must begin with a determination of the right metrics for value creation and the valuation of e-business and then must proceed with a rethinking and reinvention of the marketing paradigm-a new set of principles, like the following, for reshaping the new discipline of marketing: Target segments of one and create virtual communities.


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