Issue 8

E-marketing Insights - Dr Dave Chaffey - CIM
This month Dave Chaffey continues the exploration of e-marketing strategy by looking at the options the Internet presents to vary the marketing mix. This will be useful if you are a student studying towards a CIM award or if you are currently developing an e-marketing strategy for your organization.

Sales Process Engineering
Leading companies are realising new opportunities for developing and retaining business profitably and consistently - and maximising ROI (Return on Investment) on their sales and marketing - through Sales Process Engineering. Patrick Rea describes the advanced Sales Process strategy that helps to eliminate the imprecision and uncertainties of much business development activity.

CRM
Robert Shaw, visiting Professor at Cranfield School of Management explains that every organisation has horror stories about poor customer relationships, whether from call centres, websites or sales representatives. Yet jumping on the Customer Relationship Management bandwagon has largely resulted in costly failures. How should organisations improve the profit payback from their CRM investments, and control the risks?

Last things in Life
Merlin Stone of IBM looks at marketing to the over 60s and asks if we are really making the most of this independent, young at heart market with immense spending power.

Growth - the good, the bad and the ugly…
Not all growth delivers value for the organisation and ultimately the shareholder. Some types of growth are actually value-destroying, with a massive 60% of initiatives falling into this category. Good growth is growth which creates shareholder value; bad growth is growth in revenue, market share, or operating profit, but which destroys shareholder value. Within most organisations, few use either the language of, or the economics behind, good growth and bad growth.

Spam and cookies: a spicy menu
The electronic communications privacy directive is at the centre of a heated debate affecting all of those involved in e-business. This is an article that everyone in e-business must read to determine the legality of their actions. Eduardo Ustaran reports.

Creative Thinking
Want to get to the top? Take a tip - learn how to think. Stephen Reid, who teaches Creative Thinking and Strategic Management at the CIM, shows us that there are multiple ways to learn how to perform as an executive and many of them will include making the transition from being a tactical to a strategic thinker.

Corporate Ethics, Culture and Image
Steven Howard explains why the corporate image must be a critical concern for every organization, one deserving the same attention and commitment by senior management as any other vital issue.

Exhibiting
How to quickly qualify and appropriately handle the many diverse visitors to your exhibition stand.

E-marketing Reports
Although the Internet population has been frequently studied, children and teenagers have largely been neglected. This is surprising, the more since a US study among 8,500 16-22-year-olds points out that 47% of them were online in 2000, a number that is expected to soar to 62% by 2003 (Zapf, 2000)

Offline Advertising of your URL
In 2000 there were already about 5 million websites on the World Wide Web, this number is growing all the time. As a result, the possibility of somebody finding a company's website by chance is very low. Companies increasingly have to inform customers and potential customers about where to find the company-website through offline advertising.