Emerging business online : global markets and the power of B2B internet marketing

Format:

Book

Author/Creator:

Fawzy, Lara, Author.

Contributor:

Dworski, Lucas, Contributor.

Language:

English

Subjects (All):

Marketing--Developing countries.

Marketing.

Internet marketing--Developing countries.

Internet marketing.

Industrial marketing.

Physical Description:

1 online resource (xi, 291 p.) : ill.

Edition:

1st edition

Place of Publication:

[Place of publication not identified] FT Press 2011

Language Note:

English

System Details:

text file

Summary:

In this first comprehensive guide to Internet B2B marketing in emerging markets, the authors introduce their proprietary ebocube (“Emerging Business Online”) approach: a comprehensive, applications-oriented method that covers every stage of the marketing process. Using their framework and methodology, business leaders can implement a low-risk, high-reward business model, penetrate the world’s fastest-growing markets, and create significant value where it never existed before. The authors begin with an up-to-date introduction to emerging markets, including economic potential, languages, culture, time zones, economies, politics, and Internet/mobile penetration. Next, they review emerging market best practices for branding, distribution, segmentation, and collaboration. Then, in the heart of the book, they introduce the powerful, three-phase Internet-based ebocube B2B marketing and sales model. Readers will learn how to establish metrics and dashboards to stay on track through the entire commercial cycle; how to plan and manage campaigns, from selling propositions to media mix; how to utilize email, webcasts, websites, and banner ads in emerging markets; how to mix in offline media and channels; how to budget and manage marketing operations; and much more. Emerging Business Online concludes with detailed case studies showing ebocube at work driving real profits.

Contents:

Emerging markets

Business strategy

The Ebocube and business models

Marketing by the dashboard light

Managing customer relationships through the buying cycle

Campaign optimization, "Glocalization," and the power of email

Winning with webcasts, websites and more

Web banners and integrating offline channels into your ebocube strategy : "offline isn't dead"

Marketing operations : Mops.

Notes:

Bibliographic Level Mode of Issuance: Monograph

Includes bibliographical references and index.

Description based on publisher supplied metadata and other sources.

ISBN:

9786612780561

9781282780569

1282780565

9780132311960

0132311968

OCLC:

1027152101