3、The High Tech Marketing Machine
Timothy W. Powell
ABOUT THE BOOK
"…case examples, businesspeople's perspectives and implementation scenarios
constitute unique, stimulating and accurate 'tour guides' into a somewhat foreign
and extremely confusing region. Professionals directly or indirectly involved
in marketing will benefit from the clarity of the tactical solutions and strategic
visions presented. I believe that this book will contribute immensely to the 'reengineering'
of sales and marketing practices."--Marc A. Hurst, Sr. Systems Architect,CSC
Partners
"If there is to be one book on computers in marketing,
thank goodness that it's Tim Powell who wrote it. Nobody in either computers or
marketing has the skill and knowledge about this subject that he has, nor the
ability to write about it so well and clearly. And certainly, nobody has ever
been so thoughtful and thorough in exploring the subject."--Bruce W. Marcus,Editor,
The Marcus Letter on Professional Services Marketing,Author, Competing for Clients
in the '90s
In this age of competitive marketing, you need
the high tech edge！ Competitive marketing requires organization, information,
technology, and software-in the words of author Tim Powell, a "technology
toolbox." All these tools must be coordinated and connected into one lean
and powerful marketing machine. In The High Marketing Machine. Mr. Powell
lays clear the concept of computers as marketing tools. First, he delineates each
component of your potential technology toolbox-word processing, mailing list managers,
desktop publishing, fax, voice mail, electronic mail and more. For instance, the
section on mail merge will aid in your direct-mail promotions. Desktop publishing
helps you put together a convincing and polished presentation. The chapter on
time management software will tell you what these software packages will do for
you and whether or not you truly need them. About
the Author
Tim Powell is Research Director of FIND/SVP, where he designs
and oversees business research related to marketing and strategy. Formerly, he
was Marketing Manager with Coopers & Lybrand. Mr. Powell also owned his own
business, Horizon Softworks, which developed customized computer applications
related to marketing. He holds a Master's in Public and Private Management and
the Yale School of Organization and Management and a B.A. from Yale College. Mr.
Powell heads the New York City Chapter of the Society of Competitive Intelligence
Professionals, and is a member of the American Marketing Association and the Information
Industry Association. Contents
Part
Ⅰ Introduction
Chapter 1 Introduction ....................................................................3
Chapter
2 The Marketing Machine...........................................................13
Part
Ⅱ Introduction
Chapter 3 Word Processing ................................................................23
Chapter
4 Mailing List Managers ..........................................................31
Chapter
5 Desktop Publishing .............................................................39
Chapter
6 Fax ............................................................................47
Chapter
7 Voice Mail .....................................................................55
Chapter
8 Time Managers ..................................................................63
Chapter
9 Contact Managers................................................................69
Chapter10
Sales Force Automation..........................................................75
Chapter11
Mapping Software................................................................83
Chapter12
Electronic Mail.................................................................91
Chapter13
Groupware ......................................................................99
Chapter14
Presentation Software..........................................................107
Chapter15
Spreadsheets ..................................................................113
Chapter16
Online Databases...............................................................121
Chapter17
Survey Software ...............................................................135
Chapter18
Database Managers .............................................................141
Chapter19
Scanner Data Analysis..........................................................149
Chapter20
Multimedia ....................................................................153
Chapter21
Project Managers and Timekeepers ..............................................159
Chapter22
Other Software ................................................................165 Part
Ⅲ Introduction
Chapter23 A Day in the life .............................................................179
Chapter24
The Value of Information ......................................................187
Chapter25
The Future.....................................................................197
Chapter26
Where Do We Go from Here? .....................................................207 收费标准: 复印费每页0.8元,外文资料含挂号邮寄费（请告知要复印的资料序号、起始页码、邮寄方式、若需要正式发票如何开具。） 联系电话（传真）：（010）68961820
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