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                        新技术和新媒体为营销者带来机遇

                        来源:IT经理世界 叶丽雅   2011/2/25 8:51:41
                        摘要:以互联网为代表的新技术革命正在重塑整个商业环境,此时,没有哪一个职能部门像市场营销那样面临如此多的新变革和新挑战。营销人士现在要管理进一步细分的客户群体,不断增长的服务接触点以及层出不穷的新媒体,而在这些方面鲜有成熟的理论可以为他们提供指导,也缺乏成功的经验案例可资借鉴。在一段时期内,很多营销人士都将为一系列与互联网相关的问题所困扰:面向未来,如何理解新媒体发展的总体特征和趋势?信息传播呈现出哪些新的特征和规律?传统的营销理论和方法是否已经过时?有什么样的替代理论和方法?新的商业环境对企业营销主管提出了哪些新的要求?
                        1 2 页 共2页
                        以互联网为代表的新技术革命正在重塑整个商业环境,此时,没有哪一个职能部门像市场营销那样面临如此多的新变革和新挑战。营销人士现在要管理进一步细分的客户群体,不断增长的服务接触点以及层出不穷的新媒体,而在这些方面鲜有成熟的理论可以为他们提供指导,也缺乏成功的经验案例可资借鉴。在一段时期内,很多营销人士都将为一系列与互联网相关的问题所困扰:面向未来,如何理解新媒体发展的总体特征和趋势?信息传播呈现出哪些新的特征和规律?传统的营销理论和方法是否已经过时?有什么样的替代理论和方法?新的商业环境对企业营销主管提出了哪些新的要求?

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