Paul Postma explains marketing strategies based on new technology. His strongest material emphasizes using information age technology to learn about consumers’ behavior. New technologies, he explains, must be adapted to actual human behavior, because technology has changed quickly, but the human mind has not. Postma cites successful applications of these techniques, mostly from the Netherlands. A few concerns about the book: There are many good insights, but they sometimes get lost in the academic writing and extraneous detail. The basic marketing discussion is very basic. And, rapid change has already slightly dated some material though the book is only two years old. getAbstract recommends this book to marketing managers and company owners who use the newest technology, and to academics teaching college classes on marketing methods.
In this summary, you will learn
- How new technology has affected the marketing world
- How to approach new media.
About the Author
Paul Postma is managing partner of Ernst & Young, a leading consulting firm, and its European Director for Marketing and Customer Relations Management. His clients include banks, airlines, oil companies, government agencies, and members of the IT industry. He lectures internationally and has written five books and many articles on marketing.