New economy expression: redefining marketing in the multichannel age

Front Cover
Wiley, Aug 7, 2001 - Business & Economics - 274 pages
The aim of this series is a simple one - to help managers create and sustain competitive
advantage in the Internet economy. The series pioneers a new generation of business books that take a step back from the evangelical hype surrounding the Web to provide a sound commercial analysis of the opportunities and pitfalls of the e-business environment. The question is no longer whether or why, but how?

Books which deal with e-business topics in isolation miss the point. The hub of the
electronic world - the Internet - is primarily an enabling force. It cannot work miracles.
The brightest sparks are still those with the best ideas, not the most venture capital or
marketing spend. What these books demonstrate clearly is that the old ways of doing business are not redundant, and that application of sound, practical steps that combine both old and new models will go a long way towards ensuring continued business success.

Each title in the New Economy Excellence Series is clear-minded, accessible and aimed at bringing a critical business issue in the new economy into sharper focus. This series is the first of its kind to provide sound practical steps that busy executives can
action immediately no matter where they are on the e-business ladder. As befits books
concerned with a globalising world, these books take an international perspective. Read
the front inside flap to see how you can profit from having a New Economy Expression.

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About the author (2001)

DAVID MERCER is Senior Lecturer at Europe's largest Business School, at the Open University (OU). David directs the Futures Observatory and also chairs the team responsible for the e-commerce elements of the OUBS Masters programmes.

David has worked in the area of e-commerce for more than three decades, including 15 years at IBM. His previous career included brand and marketing management for a range of multinationals in the consumer goods sector and general management in the manufacturing and retail sectors. Most recently, he has also advised organisations and international bodies overseas including the European Commission and UNESCO, as well as government bodies such as the DTI.

David is author of a number of key books, ranging from internationally recognised texts for MBA students to popular texts for practitioners and managers in general.