MARKETING STRATEGIES FOR THE NEW ECONOMY TVEDE L., OHNEMUS P. Księgarnia

Marketing Strategies for New Economy

In creating the 'Digital School of Marketing' Lars Tvede and Peter Ohnemus track the various schools of thought that the field of marketing has witnessed, in a commercial and industrialized society, since it became recognized as a subject in 1902. They demonstrate that much of the teaching from these schools is still relevant but that some aspects of the new economy are truly different and need strategies that have rarely been practiced before.

Leading thinkers such as Robert Metcalf, Brian Arthur and Geoffrey Moore could be members of the Digital School and the authors chart their contribution to the types of strategies that will come into being in the, hew economy.

Many of the strategies outlined in this book come from different vantage points than those in traditional marketing. One of the key lessons from the book is based on the traditional concept that the marketing discipline is ultimately the allocation of corporate resource in the pursuit of value - in the new economy you must define the value strategy your company is pursuing before you discuss the marketing parameters.

Many more examples of this nature unfold in this book. There is a wealth of knowledge to be gained in'the advice put forward by the authors

Lary Tvede holds a Master's degree in Engineering and a Bachelor's degree in International Commerce. He spent 11 years in investment banking before moving to the high-tech and telecommunications industries in the mid 1990s. In 1996 he co-founded The Fantastic Corporation, a broadband software company that was taken public on the Frankfurt Stock Exchange by Goldman Sachs less than three years after its foundation. Lars Tvede has also been a seed investor in other successful high-tech new media startups, and sits on the board of several of these. Previous book titles written by Tvede include:

International Marketing Planning, The Psychology of Finance, Business Cycles -from John Law to the Internet Boom and Data Broadcasting - the Technology and the Business. He is a frequent speaker at international congresses on broadband, new media and convergence.

Peter Ohnemrs is one of Europe's most successful new economy entrepreneurs. He has been part of four different start-ups that made their way to the IPO-COS, Sybase, Logic Works and The Fantastic Corporation, where he is co-founder and Vice Chairman. He also works closely with standards bodies, universities and research institutes around the world to drive the development of broadband multimedia. In 1999 he was awarded 'Entrepreneur of the Year' of Switzerland. Peter Ohnemus is a frequent commentator in trade and business press as well as on television. He currently sits on various boards, including Rothschilds Bank, CommerceOne, Go4Equity.com, Remote-1, MediaGateway and Fantastic.

245 pages

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