Max E-Marketing in the Net Future : The Seven

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-business visionary and bestselling 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.

Stan Rapp is Chairman and CEO of McCann Relationship Marketing (MRM) Worldwide, and a member of the Board of McCann-Erickson WorldGroup. MRM is a global leader in CRM marketing practices, with offices in 33 countries. The former CEO of Rapp Collins Worldwide, he is a member of the Hall of Fame of the Direct Marketing Association and was recently honored by Advertising Age magazine and the Advertising Club of New York for his central role in shaping the history of advertising in the twentieth century. The five books co-authored by Stan Rapp and Tom Collins first predicted and then chronicled the shift from mass marketing to individualized marketing.

Chuck Martin, a popular online publisher, lecturer, marketer, and author, is Chairman and CEO of Net Future Institute, a U.S.-based think tank on the Internet and business. He has been a journalist at five daily newspapers and has been editor-in-chief of four national magazines. He was founding Publisher of Interactive Age and Vice President of Publishing and Advertising at IBM. He is the author of The New York Times bestseller, The Digital Estate, and most recently, Net Future.

Imperative 1: Use What You Know to Drive What You Do.

Imperative 2: Erase the Line Between Product and Service.

Imperative 3: Make Each Relationship as Different as Each Customer.

Imperative 4: Do as Little as Possible Yourself.

Imperative 5: Make your Interactive Process Become the Product.

Imperative 6: Factor Future Value into Every Move You Make.

Imperative 7: Make Business Responsible for Marketing and Marketing Responsible for Business.

Where Do You Go From Here?.

URL Listing.

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Max E-Marketing in the Net Future : The Seven Imperatives for Outsmarting the Competition

Summary

Author Biography

Table of Contents

Supplemental Materials