Marketing 2.0

Introduction: The New World of Marketing.- I: Challenges after the Internet Hype.- 1 E-Business Is Dead — Long Live E-Business!.- 1.1 The Rise and Fall of the “New Economy”.- 1.2 The Corporations Strike Back.- 1.3 On the Road to a Digital Economy.- 2 Disruptive Technologies Are Changing Our Everyday Lives.- 2.1 From Slow to Fast — The Promise of Bandwidth.- 2.2 From Single to Multiple — The Changing Faces of Personal Devices.- 2.3 From Corporate to Fashion — Versatility and Fun.- 2.4 From One to Many — Partnerships along the Value Chain.- 2.5 Technologies Take Time.- 3 The Unknown Customer.- 3.1 The Ignorance of Companies.- 3.2 The Advantages of Close Customer Relationships.- 3.3 What Today’s Customers Want.- II: Brave New Marketing World.- 4 Customer Experience — Holistic Brand Management.- 4.1 Trust Is an Important Aspect of Holistic Brand Management.- 4.2 Holistic Brand Management for Individual Customers.- 4.3 Consumer Trusted Brands.- 4.4 From Products to Services.- 5 Customization — Customer Relationship Marketing.- 5.1 The Vision of the Individual Customer Relationship.- 5.2 Only Few Brands Have the Right to Customer Relationships.- 5.3 The Challenges of Loyalty Programs.- 6 Contact — Real-Time Marketing.- 6.1 The Internet as a Medium for Interactive Customer Relationships.- 6.2 Real-Time Marketing Has Serious Consequences for the 4 “Ps” of Marketing.- 6.3 From the Call Center to the Customer Interaction Center.- 7 Channel — Multi-channel Marketing.- 7.1 Shoppers Who Use Multiple Channels Tend to Be More Loyal.- 7.2 Claims and Reality of Multi-channel Marketers.- 7.3 Pervasive Presence in All Channels.- 7.4 The Three Pillars of Multi-channel Marketing.- 8 Management Implications of Marketing 2.0.- 8.1 An Interview with Prof. Roland Berger.- About the Authors.- Directory of Key Words and Phrases.