|
" Emerging business online : "
Lara Fawzy and Lucas Dworski.
| Document Type
|
:
|
BL
|
| Record Number
|
:
|
1026976
|
| Doc. No
|
:
|
b781346
|
| Main Entry
|
:
|
Fawzy, Lara,1981-
|
| Title & Author
|
:
|
Emerging business online : : global markets and the power of B2B internet marketing /\ Lara Fawzy and Lucas Dworski.
|
| Publication Statement
|
:
|
Upper Saddle River, N.J. :: FT Press,, ©2011.
|
| Page. NO
|
:
|
1 online resource (xi, 291 pages) :: illustrations (some color)
|
| ISBN
|
:
|
0132311968
|
|
|
:
|
: 9780132311960
|
|
|
:
|
0132311941
|
|
|
:
|
0137064411
|
|
|
:
|
9780132172974
|
|
|
:
|
9780132311946
|
|
|
:
|
9780137064410
|
| Bibliographies/Indexes
|
:
|
Includes bibliographical references (pages 283-284) and index.
|
| Contents
|
:
|
Introduction -- 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).
|
| Abstract
|
:
|
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.
|
| Subject
|
:
|
Internet marketing-- Developing countries.
|
| Subject
|
:
|
Marketing-- Developing countries.
|
| Subject
|
:
|
BUSINESS ECONOMICS / Industrial Management
|
| Subject
|
:
|
BUSINESS ECONOMICS / Management Science
|
| Subject
|
:
|
BUSINESS ECONOMICS / Management
|
| Subject
|
:
|
BUSINESS ECONOMICS / Organizational Behavior
|
| Subject
|
:
|
Internet marketing.
|
| Subject
|
:
|
Marketing.
|
| Subject
|
:
|
Developing countries.
|
| Dewey Classification
|
:
|
658.8/72
|
| LC Classification
|
:
|
HF5415.12.D44F39 2011eb
|
| Added Entry
|
:
|
Dworski, Lucas,1980-
|
| |