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| Cyberstrategy: Business strategy for extranets, intranets and the internet (Chartered Institute of Marketing) |  | Authors: Pauline Bickerton, Matthew Bickerton, Kate Simpson-Holley
Publisher: Butterworth-Heinemann
Category: Book
List Price: $59.95
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Seller: dpaigebooks
Rating:  2 reviews
Sales Rank: 3,885,126
Media: Paperback
Edition: illustrated edition
Pages: 256
Number Of Items: 1
Shipping Weight (lbs): 0.7
Dimensions (in): 9.1 x 6 x 0.3
ISBN: 0750642033
Dewey Decimal Number: 381
EAN: 9780750642033
ASIN: 0750642033
Publication Date: July 13, 1999
Availability: Usually ships in 1-2 business days
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Product Description
This book follows Bickerton's successful "Cybermarketing" which advised marketing managers on how to create a site and start using the net to sell products and services. The new book offers advice at the next level up to senior executives/directors about using nets as part of a corporate communications and marketing strategy.
This book delivers a no-nonsense and pragmatic view on the use of these technologies within an organization as both a private and public communication channel. It is designed to show senior executives how to use the technology in a range of activities from straight selling through to sophisticated corporate communications. To demonstrate how to integrate nets with broader marketing strategy the key features of this book are:
* A powerful model for explaining the strategic uses and strengths of the Internet, Extranets and Intranets. The authors have created a matrix showing the features of each, and the potential linkages between them, to demonstrate how to use them individually or in a "mix".
* Clear guidance on how to bridge the gap between IT and Marketing to exploit the technology rather than getting bogged down in it.
* Copious exercises and real life examples accompanied by worksheets in each chapter so that real campaigns can be put together from the book.
Strategic focus for senior managers
Bridging the IT/marketing divide
Shows how to apply the latest ideas
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| Customer Reviews:
 Make Sure You Read This One! July 12, 2000
Arthur C. Jessen (Kenilworth, IL USA)
If you're looking for a book that uses a non-technical approach to address really difficult issues, this is one you must read. Anyone that is starting a new project or contemplating a major update should look at these lessons carefully.
 Very well layed out book June 17, 1999
1 out of 1 found this review helpful
I read this book and believe it is very useful in providing a review of the strategies and application of Electronic Commerce and the Internet phenomen into the modern business environment.It also analyses the benefits of Intranets and Extranets. There are some very good tables and diagrams which summarise information neatly. Definitely worth reading for any business person or student of business.
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