In the new economy companies must integrate marketing processes throughout the business and embrace a single-minded focus on customer value. To achieve this, marketing needs to fully understand and seize the opportunities provided by IT.

This new report from Cranfield School of Management sets out in clear, accessible terms the essential applications of IT to marketing processes. It provides techniques for identifying which projects are worth pursuing and which should be shelved, and introduces a step-by-step process for phasing in eCRM within your legacy systems. The report draws extensively on interviews and workshops with practitioners in blue chip companies. Relevant to marketing managers, web managers and board directors alike, it can help your business successfully adopt an integrated eCRM system.

Contents include:

• A map of the new marketing
• A survey of e-marketing applications
• Profiting from e-marketing: identifying and achieving benefits
• Factors for success in CRM projects
• Evolving the organisation towards e-marketing: a stage model