About the Book
Strategic Electronic Marketing can harness the power
of today's technology to propel a company of any
size farther into the worldwide market than at any other time
in history. Find out how companies are using a range of media
to market their products and services with the commercial online and Internet marketing programs, CD-ROM catalogs and
print publication bundles, interactive kiosks, smart cards, and fax-on-demand.
Interview excerpts from industry leaders who share
their visions of the future include comments from Microsoft's
Bill Gates, Institute of the Future's Paul Saffo, Michael Bloomberg
of Bloomberg Financial Markets, Michael Rogers of Newsweek Interactive,
SoftBank Interactive Marketing's President and COO Ted West, Michael
Rogers, the VP of PostNewsweek New Media & Managing Editor
of Newsweek InterActive, Daniel Miessau, CKS/Interactive's Director
for Digital Multimedia and Dave Clauson, Managing Director of
True North Technologies.
In this book you'll find out:
- What questions you should explore before launching
or marketing products and services into the new electronic marketing
channels. Real-life applications and case examples include HotWired,
KidSoft, Levi Strauss, Yahoo!, Ralph Lauren, and Chrysler Plymouth.
- What you should know about the legal issues of electronic
and online commerce, marketing and advertising - the copyright
, patent , and trademark laws, trade secrets, and rules for the
- What you should know about interactive advertising
from experts like Saatchi & Saatchi, Ketchum Interactive and
- What you should know about the technologies and
marketing potential of debit cards, the electronic purse, and
smart cards with strategies shared by VISA, Schlumberger and Mondex.
- How to develop and design effective interactive
kiosks with examples from Levi 501 jeans, Reebok on tour, multimedia
telephones, and the Missouri Botanical Gardens online.
- How both large and small companies are using electronic
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