Data Portal @ linkeddatafragments.org

Matches in Harvard for { <http://id.lib.harvard.edu/aleph/008029124/catalog> ?p ?o. }

• catalog abstract ""Although the processing power of the silicon chip has increased by a factor of 10,000 in the last 25 years, the processing power of the human brain has remained unchanged for millennia. According to Paul Postma, managing partner of Ernst and Young, one of the world's leading consulting firms, recognition of this basic fact is the secret to marketing success. In The New Marketing Era, he explores the sweeping changes in information technology and media and how their impact and effectiveness are influenced by age-old human behavior." "Filled with essential insights and real-life case studies, this fascinating and eye-opening book shows today's executives how to apply effective marketing strategies in our technology and media dominated society. It explains how the Internet and other advances are being misused, and why a great deal of the information collected by marketing professionals is unreliable." "As the "big picture" of marketing and its relationship to human nature emerges, you will find out why you shouldn't listen to your customers, but rather learn what they do; why human behavior and emotions are more important than all the latest buzz on bits and bytes, and just how important customer relations really are." "Although Postma emphasizes the need to "read between the lines" of all the hype about the Internet and media, he points out that the industry's changing landscape is a good reason to reappraise the merits of marketing policies for both business and consumer markets. He also stresses the very real benefits of the technology." "Through the use of electronic media, valuable data is collected which makes it possible to learn more about consumers than ever before. Ironically, the new technological advances have enabled the establishment of personal relationships with customers in mass consumer markets in a way that was previously impossible on any significant scale." "As Postma makes clear, human behavior is the essence of marketing. While marketing methods might change, human desires do not, The secret in The New Marketing Era is to identify and utilize the things that do not change. Book jacket."--BOOK JACKET.".
• catalog contributor b11142958.
• catalog created "c1999.".
• catalog date "1999".
• catalog date "c1999.".
• catalog dateCopyrighted "c1999.".
• catalog description ""Although the processing power of the silicon chip has increased by a factor of 10,000 in the last 25 years, the processing power of the human brain has remained unchanged for millennia. According to Paul Postma, managing partner of Ernst and Young, one of the world's leading consulting firms, recognition of this basic fact is the secret to marketing success. In The New Marketing Era, he explores the sweeping changes in information technology and media and how their impact and effectiveness are influenced by age-old human behavior." "Filled with essential insights and real-life case studies, this fascinating and eye-opening book shows today's executives how to apply effective marketing strategies in our technology and media dominated society. ".
• catalog description "Chapter 1.. Marketing in a Changing World -- Waiting in a Traffic Jam for the Electronic Highway -- Information and Media Are Transforming the Marketing Environment -- Impact on Business Markets -- Impact on Consumer Markets -- Information Is Changing -- Media Are Changing -- Relations Make the World Go Round -- Chapter 2.. The Information Revolution -- Everything Goes Digital -- Unlimited Capacities -- Storage and Transfer Capacity -- Processing Capacity -- Reducing Capacity by Data Compression -- Self-explanatory Software -- Networks -- The Value of Information -- The Less Information the Better -- Familiar Applications -- Information Can Be Deceptive -- Using Marketing Databases -- Normal Use -- Upside-down Use -- Correct Use in the New Marketing Era -- Information in the New Marketing Era -- Chapter 3.. The Media Revolution -- Gurus Make Mistakes -- Media Can Do More and More: The Technique -- Developments Based on the PC: Multimedia Applications -- ".
• catalog description "Developments Based on TV: Increasing Interactivity -- Telephone, Cable, and Satellite -- What a Medium Must Be Capable of Doing: The Impact -- How Personal? -- How Interactive? -- Which Senses Are Stimulated? -- An Ideal Mix of Three Dimensions -- Three Factors Explain Media Success -- Familiar Hardware -- Logical Surroundings -- No Secret for Joe Boggs -- Media and the New Marketing Era -- Matching the Trends -- Short-term Functions -- The Marketing Media Matrix -- Chapter 4.. We're Only Human -- Revolutions Don't Affect Some Things -- Making Marketing Decisions -- Making Purchasing Decisions -- Experiences We All Recognize -- Experiences from Direct Marketing -- Experiences from Advertising Research -- Perceptions from new Media -- Behavioral Psychology and Ergonomics -- People Have Been Preprogrammed -- Ergonomics and Marketing -- The Construction of the Brain and Its Significance for Marketing -- From Stimulation to Action -- Two Ways to Understand the Brain -- ".
• catalog description "How Neurology Can Help Marketers -- Chapter 5.. The Mix of Information, Media, and Human Beings -- Information and Human Beings -- The Way Information Is Presented -- Functions -- Media and Human Beings -- Many Opportunities and Restrictions -- Types of Purchasing Behavior -- It's Not Just About Buying -- The Importance of Feedback -- Information and Media -- Overlap -- Mutual Reinforcement -- Uncontrollable Results -- Consequences for the Marketing Process -- Dealing with the Future -- Two Scenarios for Relationships -- Whiz Kids Are Normal Human Beings -- Fun, Fraud, and Frolic.".
• catalog description "Includes bibliographical references and index.".
• catalog description "Ironically, the new technological advances have enabled the establishment of personal relationships with customers in mass consumer markets in a way that was previously impossible on any significant scale." "As Postma makes clear, human behavior is the essence of marketing. While marketing methods might change, human desires do not, The secret in The New Marketing Era is to identify and utilize the things that do not change. Book jacket."--BOOK JACKET.".
• catalog description "It explains how the Internet and other advances are being misused, and why a great deal of the information collected by marketing professionals is unreliable." "As the "big picture" of marketing and its relationship to human nature emerges, you will find out why you shouldn't listen to your customers, but rather learn what they do; why human behavior and emotions are more important than all the latest buzz on bits and bytes, and just how important customer relations really are." "Although Postma emphasizes the need to "read between the lines" of all the hype about the Internet and media, he points out that the industry's changing landscape is a good reason to reappraise the merits of marketing policies for both business and consumer markets. He also stresses the very real benefits of the technology." "Through the use of electronic media, valuable data is collected which makes it possible to learn more about consumers than ever before. ".
• catalog extent "xii, 175 p. :".
• catalog hasFormat "New marketing era.".
• catalog identifier "0070526753".
• catalog isFormatOf "New marketing era.".
• catalog issued "1999".
• catalog issued "c1999.".
• catalog language "eng".
• catalog publisher "New York : McGraw-Hill,".
• catalog relation "New marketing era.".
• catalog subject "658.8 21".
• catalog subject "Consumer behavior.".
• catalog subject "HF5415 .P642 1999".
• catalog subject "Marketing Psychological aspects.".
• catalog subject "Marketing Technological innovations.".
• catalog tableOfContents "Chapter 1.. Marketing in a Changing World -- Waiting in a Traffic Jam for the Electronic Highway -- Information and Media Are Transforming the Marketing Environment -- Impact on Business Markets -- Impact on Consumer Markets -- Information Is Changing -- Media Are Changing -- Relations Make the World Go Round -- Chapter 2.. The Information Revolution -- Everything Goes Digital -- Unlimited Capacities -- Storage and Transfer Capacity -- Processing Capacity -- Reducing Capacity by Data Compression -- Self-explanatory Software -- Networks -- The Value of Information -- The Less Information the Better -- Familiar Applications -- Information Can Be Deceptive -- Using Marketing Databases -- Normal Use -- Upside-down Use -- Correct Use in the New Marketing Era -- Information in the New Marketing Era -- Chapter 3.. The Media Revolution -- Gurus Make Mistakes -- Media Can Do More and More: The Technique -- Developments Based on the PC: Multimedia Applications -- ".
• catalog tableOfContents "Developments Based on TV: Increasing Interactivity -- Telephone, Cable, and Satellite -- What a Medium Must Be Capable of Doing: The Impact -- How Personal? -- How Interactive? -- Which Senses Are Stimulated? -- An Ideal Mix of Three Dimensions -- Three Factors Explain Media Success -- Familiar Hardware -- Logical Surroundings -- No Secret for Joe Boggs -- Media and the New Marketing Era -- Matching the Trends -- Short-term Functions -- The Marketing Media Matrix -- Chapter 4.. We're Only Human -- Revolutions Don't Affect Some Things -- Making Marketing Decisions -- Making Purchasing Decisions -- Experiences We All Recognize -- Experiences from Direct Marketing -- Experiences from Advertising Research -- Perceptions from new Media -- Behavioral Psychology and Ergonomics -- People Have Been Preprogrammed -- Ergonomics and Marketing -- The Construction of the Brain and Its Significance for Marketing -- From Stimulation to Action -- Two Ways to Understand the Brain -- ".
• catalog tableOfContents "How Neurology Can Help Marketers -- Chapter 5.. The Mix of Information, Media, and Human Beings -- Information and Human Beings -- The Way Information Is Presented -- Functions -- Media and Human Beings -- Many Opportunities and Restrictions -- Types of Purchasing Behavior -- It's Not Just About Buying -- The Importance of Feedback -- Information and Media -- Overlap -- Mutual Reinforcement -- Uncontrollable Results -- Consequences for the Marketing Process -- Dealing with the Future -- Two Scenarios for Relationships -- Whiz Kids Are Normal Human Beings -- Fun, Fraud, and Frolic.".
• catalog title "The new marketing era : marketing to the imagination in a technology-driven world / Paul Postma.".
• catalog type "text".