Marketing Beyond 2000: A new strategy - towards transparent marketing with new technologies
The ability of customers to access information from the Internet may turn some of the rules of marketing on their heads. Now customers may seek out their own suppliers and dictate how the relationship develops. This briefing explores some of the strategic issues behind "transparent marketing". (Read this briefing in conjunction with Transparent marketing: the implementation.)
Key feature: nine questions and nine critical recommendations for transparent marketing. 24 pages.
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