Beyond e (Review and Analysis of Diorio's Book)

Book Presentation

Beyond e by Stephen Diorio

Summary of Beyond e (Stephen Diorio)

Book Presentation

Beyond e by Stephen Diorio

Book Abstract

MAIN IDEA

The key marketing challenge of the present era is not simply to add an e-commerce department to the existing business. Instead, good marketers are becoming much more proactive - they are using new technology creatively to grow market share and create entirely new revenue streams.

To achieve that, marketers are re-engineering their business engines in some very specific ways:

They are taking them apart – by analyzing how sales have been generated in the past.

Next, they are deciding which parts are worth investing in, and which parts are no longer all that relevant.

Then, they are supercharging those parts that make sense – by introducing new technology.

And finally, they are then reassembling their business engines in modules that can be changed and upgraded in the future.

Put differently, most companies are not good enough at changing the way products and services are packaged, marketed, sold and supported. Technology is evolving so rapidly that very few companies actually take full advantage of all the opportunities to improve that become available to them. Smart marketers understand that, and turn technology chaos into a competitive advantage. They use technology to come up with revenue engines that are faster and more efficient, allowing them to grow faster than everyone else in their industry.

The objective for marketers is not to try and use every piece of new technology that appears. Instead, smart marketers will integrate those parts that make sense to create the revenue-growth engines of the future.

"Business leaders today are looking beyond e-business hype to understand how selling technologies can actually help them grow revenues and make their customers