Interactive Marketing

From 1996 to 2002 Managing Change undertook research into the integrated use of interactive mediums (e.g. internet, mobile, i-TV) for marketing, sales and customer service.

This work was developed out of the work of 2 leading thought provoking books:

• The One to One Future by Don Peppers and Martha Rogers, and
• Mass Customisation by B. Joseph Pine II

We called this Strategic Interactive Marketing. Initially we focused on the financial services industry and later extended the work to be more generic. We produced a major report Riding the Whirlwind: Strategic Interactive Marketing in Insurance.

Our international web site has over 400 pages of this research work. It includes articles, papers, ideas, frameworks, toolkit, examples, etc.. The material is reference material for many universities, especially in the Indian sub-continent and the Far East.

References

1. Peppers, Don, & Rogers, Martha, The One to One Future, Piakus, London (Pbk), 1994.
2. Peppers, Don, & Rogers, Martha, Enterprise One to One, Currency, New York, 1997.
3. Peppers, Don, & Rogers, Martha, 1999, The One to One Fieldbook: The Complete Toolkit For Implementing a 1to1 Marketing Program, Capstone Publishing,1999
4. Pine, B. Joseph II, Mass Customization - The New Frontier in Business Competition, Harvard Business School Press, Boston, Mass., 1993.

Click the above links to read our own book reviews and for more information.