Quatrième de couverture
Experts Allen, Kania, and Yaeckel get you up to speed on all the hot new Web technologies that marketers are using to forge lasting relationships, one customer at a time. With the help of case studies of some of the most successful one-to-one Web marketing initiatives, they show you exactly how those technologies are being employed to customize offerings and create dialogs with customers. They provide valuable tessons, tips, and guidelines on how to :
• Make the best technology selections for your budget and goals, and plan a successful one-to-one Web marketing initiative • Build relationships with customers using personalization, push, interactivity, telephone and AN conferencing, e-mail, virtual community, and other cutting-edge Web technologies • Integrate one-to-one Web marketing strategies with other processes and systems, such as customer service and support and databases
