Summary of Capturing Customers.com
Radical Strategies for Selling and Marketing in a Wired World
The dotcom postmortem.
You read the manifestos, the prophecies and the change-or-die ultimatums. Now read the postmortem. George Colombo begins his dissection of the dotcom corpse by stating the now obvious: Many Internet companies didn’t offer viable business plans, the Internet stock boom was mostly hysteria, and the average Internet start-up had no clue how to acquire or serve customers. But picking through the carnage, he identifies elements of the dotcom business model that are worth salvaging. In clear, spare prose he explains how businesses can blend brick-and-mortar operations with electronic innovations like permission marketing and mass customization to capture long-term customers - the key to success in a market of hyper-informed and fickle consumers. getabstract strongly recommends this book to any and all professionals, especially those left wondering what’s to become of their vaunted Web strategies in the post-dotcom era.
In this summary, you will learn
- Why store-based retailers may have an advantage in e-commerce;
- How to improve both customer numbers and satisfaction; and
- How to selectively utilize e-mail in communicating with your clientele.
About the Author
George Colombo is an expert on the effective use of technology in the areas of sales and marketing. He is the author of the best-selling Sales Force Automation, and Sales and Marketing Management magazine recently named him as one of the CRM industry’s ten most influential people.
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