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Book Report Stan Rapp, Martin Chuck: "Max-e-Marketing in the Net Future: The Seven Imperatives for Outsmarting the Competition"

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Introduction

Book Report Stan Rapp, Martin Chuck: "Max-e-Marketing in the Net Future: The Seven Imperatives for Outsmarting the Competition" SUMMARY As the deepening and maturing roots of the Internet are about to grab, shake, and take hold of businesses and individuals like never before, organizations willing to undergo the close self scrutiny involved in becoming "Netted" will be the winners in the Net Future. In this book, the authors examine the implications of the E-business revolution, or the "Netting", of the entire value chain to reveal the new convergence between the digital and physical environments that will redefine all business models and essentially transform the very notion of the corporation. With this evolution of the commercial Net comes the transition to the new personalized marketing. Evolved into a new paradigm, the marketing concepts of the 1980's become Max-e-Marketing of the Net economy, shifting traditional managerial mindsets into new value-adding approaches that dictate the willingness to truly care about the customer and enable him/her to uncover new possibilities of what might be. In entering this new Digital Era, companies will come to recognize that perhaps the greatest value-creating virtue is to enable customers to give wings to their imaginations. Max-e-marketing applications will thus provide a clear path to profitability through the use of info tech solutions that will drive appropriate and effective interactive communication with targeted prospects and customers both online and offline. ...read more.

Middle

Of course, every company and most executives have a different vision of what that means. The process has been a relatively static one, based on a snapshot of customer behavior at a given time, or a series of such snapshots over time. The authors argue that in the Net Future, the customer really can get into the driver's seat, if the producers of products and services are willing to sit in back. And evidence provided in this book supports that the customers actually will drive the business on behalf of the producing company. It is this reversal of the balance of power- as well as the companies who leverage this 180-degree shift in power- that will drive the Net Future. New ways of buying and selling have created informed consumers with high expectations born of the Net. Companies willing to follow the authors' advice will find that the ability to capture, integrate, and use customer information in all stages of strategic planning will enable companies to reap the rewards of direct contact with consumers to influence their buying behavior based on their individual criteria. The model that the authors propose for creating sustainable e-economy value can help businesses redefine and benefit from the concept of being truly customer centric in the Net Future. ...read more.

Conclusion

In the Net Future consumption can drive concept. The authors use valid and consistent arguments to support their views and interpret the new net-version of customer-centric on the basis of accurate and well-researched real world information. Through the numerous illustrations provided, readers can recognize a critical alignment centered on the customer, which will ultimately make all components of the interactive environment start to function in harmony. Furthermore, the authors examine essential elements in e-business that have changed or will change virtually every facet of life as we know it and help companies redefine not only business behavior but individual behavior as well. In addition to these examples of successful e-business initiatives, the authors scatter Net-ready strategies throughout the book, which provide very concrete examples to stimulate thinking about the future of one's own business. The seven cybertrends offered in this book allow the enterprise to become truly customer centric. It's not a blueprint but a set of flexible strategies for Web success. These seven imperatives are a way of creating some structure for a sprawling, messy process. There's no question that a business can't be turned inside out overnight. But to succeed, every company must at least consider how each of these trends will affect its organization and operation. It is the willingness to undergo these key transformations that will allow internetworked companies to become laboratories of the future able to truly benefit from an era of unprecedented opportunity and victory. ...read more.

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