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Marketing Strategies for the New Economy

  • ID: 2215677
  • Book
  • January 2001
  • 260 Pages
  • John Wiley and Sons Ltd
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Two men meet a big bear in the forest. One of them sits down to put on his running shoes. The other looks at him and says, ′It′s no use. You can′t outrun a bear anyway.′ The first one answers, ′I don′t have to outrun the bear. I just have to outrun you.′ Speed against competitors is just one of the key lessons outlined in this new book from Lars Tvede and Peter Ohnemus. E–business is here for good and people are waking up to the fact that traditional marketing techniques may not stand up to new requirements set out by the ′new economy′. The question is, ′which of the traditional techniques still work, and which techniques need to be revamped?′ The authors outline marketing strategies that use traditional methods where appropriate but, where required, introduce new techniques. These techniques are part of a new, distinctive school of thought in marketing – the ′Digital School of Marketing′. Traditional marketing schools, for example, have observed the importance of moving fast – in the Digital School ′fast′ is not just important, it′s crucial: It took Microsoft 10 years to reach 100 million dollars in revenue, AOL spent nine years, Yahoo! spent five years, Onsale four, Amazon three, and Priceline spent just one and a half years reaching the same amount. Speed is just one of the key lessons to learn from this book. Whether you are an entrepreneur out there on your own or a marketer in a large company, read on to discover how you can temper your marketing strategies to bring them in line with what is required today. Enjoy the race!
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Introduction. Part 1: What′s so special about high tech markets? Chp 1: Commercial structures of high tech markets
2. Basic forces that drive change in high tech markets
3. How high tech eco–systems evolve over time
4. The overall behaviour of high tech markets.

Part 2: Strategic Marketing in high tech: the key challenges. Part 3. Finding the value. Part 4. Critical Path
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Lars Tvede
Peter Ohnemus
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