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The Resource The new marketing era : marketing to the imagination in a technology driven world, Paul Postma

The new marketing era : marketing to the imagination in a technology driven world, Paul Postma

Creator
Summary
"Although the processing power of the silicon chip has increased by a factor of 10,000 in the last 25 years, the processing power of the human brain has remained unchanged for millennia. According to Paul Postma, managing partner of Ernst and Young, one of the world's leading consulting firms, recognition of this basic fact is the secret to marketing success. In The New Marketing Era, he explores the sweeping changes in information technology and media and how their impact and effectiveness are influenced by age-old human behavior." "Filled with essential insights and real-life case studies, this fascinating and eye-opening book shows today's executives how to apply effective marketing strategies in our technology and media dominated society. It explains how the Internet and other advances are being misused, and why a great deal of the information collected by marketing professionals is unreliable." "As the "big picture" of marketing and its relationship to human nature emerges, you will find out why you shouldn't listen to your customers, but rather learn what they do; why human behavior and emotions are more important than all the latest buzz on bits and bytes, and just how important customer relations really are." "Although Postma emphasizes the need to "read between the lines" of all the hype about the Internet and media, he points out that the industry's changing landscape is a good reason to reappraise the merits of marketing policies for both business and consumer markets. He also stresses the very real benefits of the technology." "Through the use of electronic media, valuable data is collected which makes it possible to learn more about consumers than ever before. Ironically, the new technological advances have enabled the establishment of personal relationships with customers in mass consumer markets in a way that was previously impossible on any significant scale." "As Postma makes clear, human behavior is the essence of marketing. While marketing methods might change, human desires do not, The secret in The New Marketing Era is to identify and utilize the things that do not change. Book jacket."--Jacket
Language
eng
Work
Publication
Extent
xii, 175 pages
Contents
  • Chapter 1. Marketing in a Changing World
  • Waiting in a Traffic Jam for the Electronic Highway
  • Information and Media Are Transforming the Marketing Environment
  • Impact on Business Markets
  • Impact on Consumer Markets
  • Information Is Changing
  • Media Are Changing
  • Relations Make the World Go Round
  • Chapter 2. The Information Revolution
  • Everything Goes Digital
  • Unlimited Capacities
  • Storage and Transfer Capacity
  • Processing Capacity
  • Reducing Capacity by Data Compression
  • Self-explanatory Software
  • Networks
  • The Value of Information
  • The Less Information the Better
  • Familiar Applications
  • Information Can Be Deceptive
  • Using Marketing Databases
  • Normal Use
  • Upside-down Use
  • Correct Use in the New Marketing Era
  • Information in the New Marketing Era
  • Chapter 3. The Media Revolution
  • Gurus Make Mistakes
  • Media Can Do More and More: The Technique
  • Developments Based on the PC: Multimedia Applications
  • Developments Based on TV: Increasing Interactivity
  • Telephone, Cable, and Satellite
  • What a Medium Must Be Capable of Doing: The Impact
  • How Personal?
  • How Interactive?
  • Which Senses Are Stimulated?
  • An Ideal Mix of Three Dimensions
  • Three Factors Explain Media Success
  • Familiar Hardware
  • Logical Surroundings
  • No Secret for Joe Boggs
  • Media and the New Marketing Era
  • Matching the Trends
  • Short-term Functions
  • The Marketing Media Matrix
  • Chapter 4. We're Only Human
  • Revolutions Don't Affect Some Things
  • Making Marketing Decisions
  • Making Purchasing Decisions
  • Experiences We All Recognize
  • Experiences from Direct Marketing
  • Experiences from Advertising Research
  • Perceptions from new Media
  • Behavioral Psychology and Ergonomics
  • People Have Been Preprogrammed
  • Ergonomics and Marketing
  • The Construction of the Brain and Its Significance for Marketing
  • From Stimulation to Action
  • Two Ways to Understand the Brain
  • How Neurology Can Help Marketers
  • Chapter 5. The Mix of Information, Media, and Human Beings
  • Information and Human Beings
  • The Way Information Is Presented
  • Functions
  • Media and Human Beings
  • Many Opportunities and Restrictions
  • Types of Purchasing Behavior
  • It's Not Just About Buying
  • The Importance of Feedback
  • Information and Media
  • Overlap
  • Mutual Reinforcement
  • Uncontrollable Results
  • Consequences for the Marketing Process
  • Dealing with the Future
  • Two Scenarios for Relationships
  • Whiz Kids Are Normal Human Beings
  • Fun, Fraud, and Frolic
Isbn
9780070526754
Instance
Label
The new marketing era : marketing to the imagination in a technology driven world
Title
The new marketing era
Title remainder
marketing to the imagination in a technology driven world
Statement of responsibility
Paul Postma
Creator
Subject
Language
eng
Summary
"Although the processing power of the silicon chip has increased by a factor of 10,000 in the last 25 years, the processing power of the human brain has remained unchanged for millennia. According to Paul Postma, managing partner of Ernst and Young, one of the world's leading consulting firms, recognition of this basic fact is the secret to marketing success. In The New Marketing Era, he explores the sweeping changes in information technology and media and how their impact and effectiveness are influenced by age-old human behavior." "Filled with essential insights and real-life case studies, this fascinating and eye-opening book shows today's executives how to apply effective marketing strategies in our technology and media dominated society. It explains how the Internet and other advances are being misused, and why a great deal of the information collected by marketing professionals is unreliable." "As the "big picture" of marketing and its relationship to human nature emerges, you will find out why you shouldn't listen to your customers, but rather learn what they do; why human behavior and emotions are more important than all the latest buzz on bits and bytes, and just how important customer relations really are." "Although Postma emphasizes the need to "read between the lines" of all the hype about the Internet and media, he points out that the industry's changing landscape is a good reason to reappraise the merits of marketing policies for both business and consumer markets. He also stresses the very real benefits of the technology." "Through the use of electronic media, valuable data is collected which makes it possible to learn more about consumers than ever before. Ironically, the new technological advances have enabled the establishment of personal relationships with customers in mass consumer markets in a way that was previously impossible on any significant scale." "As Postma makes clear, human behavior is the essence of marketing. While marketing methods might change, human desires do not, The secret in The New Marketing Era is to identify and utilize the things that do not change. Book jacket."--Jacket
Cataloging source
DLC
http://library.link/vocab/creatorName
Postma, Paul
Illustrations
illustrations
Index
index present
LC call number
HF5415
LC item number
.P642 1999
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/subjectName
  • Marketing
  • Marketing
  • Consumer behavior
  • Marketing
  • Marketing
  • Consommateurs
  • Consumer behavior
  • Marketing
  • Marketing
  • Marketing
  • Consumentengedrag
  • Préférences des consommateurs
  • Marketing
  • Marketing
  • Electronic Commerce
  • Marketing
Label
The new marketing era : marketing to the imagination in a technology driven world, Paul Postma
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
Chapter 1. Marketing in a Changing World -- Waiting in a Traffic Jam for the Electronic Highway -- Information and Media Are Transforming the Marketing Environment -- Impact on Business Markets -- Impact on Consumer Markets -- Information Is Changing -- Media Are Changing -- Relations Make the World Go Round -- Chapter 2. The Information Revolution -- Everything Goes Digital -- Unlimited Capacities -- Storage and Transfer Capacity -- Processing Capacity -- Reducing Capacity by Data Compression -- Self-explanatory Software -- Networks -- The Value of Information -- The Less Information the Better -- Familiar Applications -- Information Can Be Deceptive -- Using Marketing Databases -- Normal Use -- Upside-down Use -- Correct Use in the New Marketing Era -- Information in the New Marketing Era -- Chapter 3. The Media Revolution -- Gurus Make Mistakes -- Media Can Do More and More: The Technique -- Developments Based on the PC: Multimedia Applications -- Developments Based on TV: Increasing Interactivity -- Telephone, Cable, and Satellite -- What a Medium Must Be Capable of Doing: The Impact -- How Personal? -- How Interactive? -- Which Senses Are Stimulated? -- An Ideal Mix of Three Dimensions -- Three Factors Explain Media Success -- Familiar Hardware -- Logical Surroundings -- No Secret for Joe Boggs -- Media and the New Marketing Era -- Matching the Trends -- Short-term Functions -- The Marketing Media Matrix -- Chapter 4. We're Only Human -- Revolutions Don't Affect Some Things -- Making Marketing Decisions -- Making Purchasing Decisions -- Experiences We All Recognize -- Experiences from Direct Marketing -- Experiences from Advertising Research -- Perceptions from new Media -- Behavioral Psychology and Ergonomics -- People Have Been Preprogrammed -- Ergonomics and Marketing -- The Construction of the Brain and Its Significance for Marketing -- From Stimulation to Action -- Two Ways to Understand the Brain -- How Neurology Can Help Marketers -- Chapter 5. The Mix of Information, Media, and Human Beings -- Information and Human Beings -- The Way Information Is Presented -- Functions -- Media and Human Beings -- Many Opportunities and Restrictions -- Types of Purchasing Behavior -- It's Not Just About Buying -- The Importance of Feedback -- Information and Media -- Overlap -- Mutual Reinforcement -- Uncontrollable Results -- Consequences for the Marketing Process -- Dealing with the Future -- Two Scenarios for Relationships -- Whiz Kids Are Normal Human Beings -- Fun, Fraud, and Frolic
Dimensions
24 cm
Extent
xii, 175 pages
Isbn
9780070526754
Lccn
98034857
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Other physical details
illustrations
System control number
  • (OCoLC)39464973
  • (OCoLC)ocm39464973
Label
The new marketing era : marketing to the imagination in a technology driven world, Paul Postma
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
Chapter 1. Marketing in a Changing World -- Waiting in a Traffic Jam for the Electronic Highway -- Information and Media Are Transforming the Marketing Environment -- Impact on Business Markets -- Impact on Consumer Markets -- Information Is Changing -- Media Are Changing -- Relations Make the World Go Round -- Chapter 2. The Information Revolution -- Everything Goes Digital -- Unlimited Capacities -- Storage and Transfer Capacity -- Processing Capacity -- Reducing Capacity by Data Compression -- Self-explanatory Software -- Networks -- The Value of Information -- The Less Information the Better -- Familiar Applications -- Information Can Be Deceptive -- Using Marketing Databases -- Normal Use -- Upside-down Use -- Correct Use in the New Marketing Era -- Information in the New Marketing Era -- Chapter 3. The Media Revolution -- Gurus Make Mistakes -- Media Can Do More and More: The Technique -- Developments Based on the PC: Multimedia Applications -- Developments Based on TV: Increasing Interactivity -- Telephone, Cable, and Satellite -- What a Medium Must Be Capable of Doing: The Impact -- How Personal? -- How Interactive? -- Which Senses Are Stimulated? -- An Ideal Mix of Three Dimensions -- Three Factors Explain Media Success -- Familiar Hardware -- Logical Surroundings -- No Secret for Joe Boggs -- Media and the New Marketing Era -- Matching the Trends -- Short-term Functions -- The Marketing Media Matrix -- Chapter 4. We're Only Human -- Revolutions Don't Affect Some Things -- Making Marketing Decisions -- Making Purchasing Decisions -- Experiences We All Recognize -- Experiences from Direct Marketing -- Experiences from Advertising Research -- Perceptions from new Media -- Behavioral Psychology and Ergonomics -- People Have Been Preprogrammed -- Ergonomics and Marketing -- The Construction of the Brain and Its Significance for Marketing -- From Stimulation to Action -- Two Ways to Understand the Brain -- How Neurology Can Help Marketers -- Chapter 5. The Mix of Information, Media, and Human Beings -- Information and Human Beings -- The Way Information Is Presented -- Functions -- Media and Human Beings -- Many Opportunities and Restrictions -- Types of Purchasing Behavior -- It's Not Just About Buying -- The Importance of Feedback -- Information and Media -- Overlap -- Mutual Reinforcement -- Uncontrollable Results -- Consequences for the Marketing Process -- Dealing with the Future -- Two Scenarios for Relationships -- Whiz Kids Are Normal Human Beings -- Fun, Fraud, and Frolic
Dimensions
24 cm
Extent
xii, 175 pages
Isbn
9780070526754
Lccn
98034857
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Other physical details
illustrations
System control number
  • (OCoLC)39464973
  • (OCoLC)ocm39464973

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