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- Herausgeber: Business Book Summaries
- Kategorie: Fachliteratur
- Sprache: Englisch
The must-read summary of Stephen Diorio's book: "Beyond e: 12 Ways Technology is Transforming Sales and Marketing Strategy".
This complete summary of the ideas from Stephen Diorio's book "Beyond e" argues that the key marketing challenge of today is not simply adding an e-marketing department to the existing business. Good marketers are becoming much more proactive, using new technology to creatively grow market share and create entirely new revenue streams. In his book, the author explains how technology is evolving so rapidly that very few companies are actually taking full advantage of all the opportunities available to them. Smart marketers understand this and turn technology chaos into a competitive advantage. This summary will teach you how to use technology to come up with revenue engines that are faster and more efficient, allowing your company to grow faster than everyone else's.
Added-value of this summary:
• Save time
• Understand key concepts
• Expand your knowledge
To learn more, read "Beyond e" and discover the key to keeping up with technology and what it can do for your marketing.
Das E-Book können Sie in Legimi-Apps oder einer beliebigen App lesen, die das folgende Format unterstützen:
Seitenzahl: 35
Veröffentlichungsjahr: 2013
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Book PresentationBeyond e by Stephen Diorio
Summary of Beyond e (Stephen Diorio)
Book PresentationBeyond e by Stephen Diorio
Book Abstract
MAIN IDEA
The key marketing challenge of the present era is not simply to add an e-commerce department to the existing business. Instead, good marketers are becoming much more proactive - they are using new technology creatively to grow market share and create entirely new revenue streams.
To achieve that, marketers are re-engineering their business engines in some very specific ways:
They are taking them apart – by analyzing how sales have been generated in the past.Next, they are deciding which parts are worth investing in, and which parts are no longer all that relevant.Then, they are “supercharging” those parts that make sense – by introducing new technology.And finally, they are then reassembling their business engines in modules that can be changed and upgraded in the future.Put differently, most companies are not good enough at changing the way products and services are packaged, marketed, sold and supported. Technology is evolving so rapidly that very few companies actually take full advantage of all the opportunities to improve that become available to them. Smart marketers understand that, and turn technology chaos into a competitive advantage. They use technology to come up with revenue engines that are faster and more efficient, allowing them to grow faster than everyone else in their industry.
The objective for marketers is not to try and use every piece of new technology that appears. Instead, smart marketers will integrate those parts that make sense to create the revenue-growth engines of the future.
“Business leaders today are looking beyond e-business hype to understand how selling technologies can actually help them grow revenues and make their customers happier. For years, technology held out the elusive promise of turning sales and marketing systems into high-performance engines of revenue growth. Most of us are still waiting for the results, generally because we failed to recognize how technology has changed the playing field and did not adjust our game plans enough to exploit its potential. Meanwhile, the best companies are cleverly taking advantage of established advances in communications networks, databases and new media to stretch their sales and marketing budgets farther and stay one step ahead of the needs of their customers. The success of companies like Dell Computer, IBM, Charles Schwab, Amazon and e-Bay shows that marketers who experiment with technologies as they emerge, and figure out how to best use new tools to support their selling approach, can gain competitive advantages in their markets.”
– Stephen Diorio
About the Author
STEPHEN DIORIO is founder and president of IMT Strategies, a sales and marketing strategy firm specializing in the application of new technology to grow sales. He has formerly worked as a marketing executive with Citicorp Direct Marketing and GE Sales and Marketing. Mr. Diorio has consulted with IBM, American Express, Gillette, GE and the Interpublic Agencies. He is a graduate of the University of Chicago and Bucknell University.
The Web site for this book is at www.imtstrategies.com.
Important Note About This Ebook
This is a summary and not a critique or a review of the book. It does not offer judgment or opinion on the content of the book. This summary may not be organized chapter-wise but is an overview of the main ideas, viewpoints and arguments from the book as a whole. This means that the organization of this summary is not a representation of the book.
Summary of Beyond e (Stephen Diorio)
Section 1: Strategies for Adapting the 4P’s to Technology (Product-Price-Placement-Promotion)
1. Repackage and redesign products for technology powered channels.
Main Idea:
All products need to be made “channel ready” – able to be sold through the technology-enabled channels of today and those that will emerge in the future.
Supporting Ideas:
Sales channels are quite simply the various ways marketers reach customers. Trying to sell a conventional product through a technology channel can be like trying to push a “square peg” through a “round hole”. Instead, products need to be redesigned and repackaged to better exploit the unique benefits of technology powered sales channels. In practice, this will mean:
Enabling product configuration and assembly that is fast and invisible to the consumer.
