IN THIS SUMMARY
For years, companies have been led down technology's garden path toward an elusive promise of phenomenal revenue growth. To date, however, that promise has remained, for the most part, unfulfilled. Sales and marketing professionals failed to understand how technology has "changed the playing field and did not adjust [their] game plans enough to exploit its potential." Beyond e is offered as a tactical handbook for positioning sales and marketing squarely on the proper “playing field.” Drawing on original research into the best practices of such leading marketers as Dell, Eastman Kodak, Amazon.com, Procter & Gamble, Citicorp, and others, it shows how to see beyond the e-business hype to the fundamentals of marketing strategy and use established advances in electronic communications to grow revenues and stay ahead of customer demand.