In 1987, marketing genius Stan Rapp introduced the business world to the concept of one-to-one marketing with his international bestseller MaxiMarketing. In this book he teams up with celebrated e-commerce visionary and best-selling author Chuck Martin to bring us news of Max-E-Marketing, a cutting-edge approach to achieving record profits that combines the power of the Internet with one-to-one marketing techniques.
Rapp and Martin show how Max-E-Marketing can put measurable responses from valued customers at the heart of the marketing process to maximize sales, both online and offline. They describe proven techniques for using Internet technology to more effectively target, acquire, and maintain long-term relationships with valued customers.
Publisher:
McGraw Hill Text
Authors:
Chuck Martin, Stan Rapp
Release Date: 2002-01-04
ISBN/EAN:
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Average Rating: 5.0
Number of
Reviews: 5
E-marketing as it should be
Rating:
I really enjoyed this book and benefited a lot from its excellent content as it was easy to follow and presented E-marketing as it should really be: more MARKETING and less E, or less Technical Mumbo Jumbo. Being an IT Business consultant, I highly recommend this book to anyone in the IT Business especially technical people who need to bridge their gap between Technology and Business knowledge.
Cheers.
Amr Selim IT Business Consultant
Total Votes: 2, Helpful Votes: 2, Date: 2005-01-06
E-Marketing is Engaging and Helpful
Rating:
This terrific new book from two of the world's best-known and respected marketers - Stan Rapp and Chuck Martin - contains a powerful surprise for the reader. The title suggests that it might be about the authors' special take on e-marketing -- it turns out to be that, and much more.
The authors actually tackle a full range of enterprise issues from integrating IT and marketing functions to strategic partnerships to email marketing. Their points are substantiated with dozens of examples and numerous case studies. The effect is a convincing and eye-opening presentation of the extent to which marketing does, and should, pervade every aspect of business today.
The thread that that pulls the authors' observations together is the customer-centric philosophy pioneered by co-author Stan Rapp in his and Tom Collin's book, "MaxiMarketing," published in 1986. The result is a well-organized unfolding of ideas and solutions that help the reader understand how new technologies, such as the wireless Internet, might be used to build customer relationships while simultaneously improving a firm's operating efficiency.
Obviously, the authors are high-level thinkers. Many of their ideas stimulated new ideas for my own business, which is the whole point of a book like this. For example, their discussion of how to turn products into "offerings" by surrounding them with value-added services was especially interesting and helpful.
Perhaps the greatest value of the book is that its seven "imperatives" provide the basis for a sound strategic direction. Follow them and there's little doubt the book will live up to its promise of "dominating" the competition. That's especially helpful these days when change is so rapid and so much is new and untested.
Read this book and be prepared for some very powerful ideas and new directions not just for marketing, but for the entire business.
Total Votes: 14, Helpful Votes: 13, Date: 2001-02-22
Take this book to the bank!
Rating:
Commit the Seven Imperatives to memory, but not as a mere mantra. This an essential tool bag ready to go to work. 'Max-e-Marketing in the Net Future: The Seven Imperatives for Outsmarting the Competition in the Net Economy' are seven elegantly crafted and clarifying doses of excellent advice that will de-fuzz the out-of-focus business models of many dot.coms, and for that matter, help any company struggling to straddle and merge the old ways of doing business with e-business. Concise examples from over 200 companies from American Express to zoho.com are cited and explained. Real-world case studies and real-world top executives exclusively interviewed, coupled with Martin and Rapp's own considerable depth and breadth of experience, make this juicy reading. Their perspective is bulls-eye. Once begun, I didn't put it down. Using Martin and Rapp's premises for avoiding pitfalls and grasping opportunities, our dot-com has redefined and refined our own business model so completely that we now have a clear path to profitability. We even take the author's message to the Fortune companies we now call on. 'Max-e-marketing In The Net Future' is all about really getting really real.
Total Votes: 8, Helpful Votes: 7, Date: 2001-02-13
Clear thinking, useful principles, rich mix of examples
Rating:
Max-E Marketing is a book that I read in an evening, put to work in a day, and will be absorbing for some time to come while evaluating and implementing the seven imperatives in my own business environment. I found the pairing of co-authors Stan Rapp and Chuck Martin to be a master stroke. The combined power of their marketing savvy, e-business vision, and journalistic discipline yields a clarity of thought and usefulness of principle that should help any business executive who is determined to outsmart the competition in the Net Economy. But what really sets this book apart is the rich mix of real-world examples. They represent a range of companies and industries so broad that every reader will find a way to relate to every major point. The seven imperatives each reflect straightforward click-and-mortar business strategy, yet they are presented here as marketing strategy. Lest a reader miss the point of that, the authors deliver the message one more time in imperative number seven: "Make business responsible for marketing and marketing responsible for business."
Total Votes: 10, Helpful Votes: 8, Date: 2001-02-11
Take this book to the bank!
Rating:
Commit the Seven Imperatives to memory. But not as a mere mantra. This is an essential tool bag ready to go to work.
"Max-e-Marketing in the Net Future: The Seven Imperatives for Outsmarting the Competition in the Net Economy" are seven elegantly crafted and clarifying doses of excellent advice that will de-fuzz the out-of-focus business models of many dot.coms, and for that matter, help any company struggling to straddle and merge the old ways of doing business with e-business. Concise examples from over 200 companies from American Express to zoho.com are cited and explained. Real-world case studies and real-world top executives exclusively interviewed, coupled with Martin and Rapp's own considerable depth and breadth of experience make this juicy reading. Their perspective is bulls-eye. Once begun, I didn't put it down.
Using Martin and Rapp's premises for avoiding pitfalls and grasping opportunities, our dot-com has redefined and refined our own business model so completely that we now have a clear path to profitability. We even take the author's message to the Fortune Companies we now call on. "Max-e-marketing In The Net Future" is all about really getting really real.
Total Votes: 8, Helpful Votes: 8, Date: 2001-02-05
