Beyond "e"

Despite the money being spent on e-commerce sites, and the excitement of creating brands and securing customer loyalty on the Web, the marketing function in most businesses has not yet been dramatically restructured around technology. This is a handbook for the re-organization of marketing aspect of businesses - so that it uses technology to maximize it's impact on customers. It displays how every aspect can be re-organized around the customer, using various technologies, not just the Web but options such as high-tech call centers, out sourcing pieces of the marketing function, or creating multichannel distribution systems.