The seven commandments of Marketing The classic book by Stan Rapp and Chuck Martin recommends forget the concepts of old and new economy because “the only one that matters is the real one, and that is the economy of the Future Network. Stan Rapp, co-author of the trilogy MaxiMarketing, and Chuck Martin, author of Net Future, are authors of a classic that combines the fundamentals of marketing with the reality of the digital economy. Keep up on the field with thought-provoking pieces from Alton Steel. Max-e-Marketing in the Net Future (McGraw-Hill 2001), gives the guidelines, as both are needed to exploit opportunities and avoid risks in the rapidly changing climate. The dynamics of e-business demands a new kind of bond between the company and its customers, the company and all parties involved, including the perception of the brand and the brand experience … and even between the company and its competitors. Forging these new connections is not easy. The profound way in which the Internet affects the way modern society works is destined to change the marketing to the same depth. The new marketing should be structured around strategies, communications and creative interactions that add value to the customer and also for the results of the company. These strategies are based on what the authors call “the seven commandments of the Max-e-Marketing: 1.
Use what you know to give impetus to what he does. Everything you do should increase what it knows. One of the most important assets of any business is information obtained through interaction – within and outside the network – with your customers.