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9. The New Face of Marketing

As companies continue to wrestle with issues about online and offline branding, we are entering a new era of personalization. Marketing will be faced with implementing new approaches in the Internet-enabled world.

Jim Sterne, President, Target Marketing of Santa Barbara

"We are entering the age of proactive or anticipatory customer service. Companies will target customers and send personalized FAQs to serve their customers."

Atul Vashistha, CEO,

"Marketing will change. There will be a need to be more precisely targeted, more precisely customized. Niche players may actually have an advantage in the future if they have solid customer relationships in the markets they know. Also, brand will matter in the end, but companies will have to find innovative ways to build brand loyalty because there are very low switching costs."

Russ Cohn, CEO, Brigade Corporation

"I believe that there will be less selection and less free stuff online. Also, I think there will be less 'unjustified' customer service."

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