The new marketing era : marketing to the imagination in a technology-driven world /
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| Author / Creator: | Postma, Paul. |
|---|---|
| Imprint: | New York : McGraw-Hill, c1999. |
| Description: | xii, 175 p. : ill. ; 24 cm. |
| Language: | English |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/3611768 |
Table of Contents:
- Foreword
- Preface
- 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
- Index
