文档介绍：Don E. Schultz
Ph. D.
Dallas, TX
A View of the Interactive Marketplace at the Beginning Of the Third Millenium - A Story in Five Parts
Part 1 Traditional Marketing and munication Are in Trouble - What Are You Doing to Help?
Challenges:
Marketing being pushed further and further down in management levels of the firm
Too much marketing considered “soft, squishy, not relevant”
Marketing expense increasing - few measures of returns
Too much attention to mass market/mass media in world of one-to-one
Awards, “creativity”, self-adulation
Most of All, the Impact and Influence of munication merce - Interactivity
Changing the Marketing munication Focus
From tactical activities to strategic managerial decisions
Driving shareholder value
Measurability and “es”, not just “outputs”
Management Alternatives to Increase Shareholder Value
Innovation in products or services
Enhancements in supply chain management
Customer relationship management - expand marketing capability
How Can Marketing munication Impact Corporate Results?
Increase or accelerate cash flows
Stabilize or reduce volatility of cash flows
Increase shareholder value by building brand equity