Emerging Business Online: Global Markets and the Power of B2B Internet Marketing by Lara Fawzy, Lucas Dworski | | Hardcover | Barnes & Noble
Emerging Business Online: Global Markets and the Power of B2B Internet Marketing
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Emerging Business Online: Global Markets and the Power of B2B Internet Marketing

by Lara Fawzy, Lucas Dworski
     
 

ISBN-10: 0137064411

ISBN-13: 9780137064410

Pub. Date: 10/25/2010

Publisher: FT Press

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,

Overview

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.

Product Details

ISBN-13:
9780137064410
Publisher:
FT Press
Publication date:
10/25/2010
Pages:
291
Product dimensions:
6.10(w) x 9.10(h) x 1.10(d)

Table of Contents

Introduction 1

Chapter 1: Emerging Markets 9

Chapter 2: Business Strategy 31

Chapter 3: The ebocube and Business Models 53

Chapter 4: Marketing by the Dashboard Light 81

Chapter 5: Managing Customer Relationships Through the Buying Cycle 113

Chapter 6: Campaign Optimization, “Glocalization,” and the Power of Email 145

Chapter 7: Winning with Webcasts, Websites, and More 185

Chapter 8: Web Banners and Integrating Offline Channels into Your ebocube Strategy: “Offline Isn’t Dead!” 219

Chapter 9: Marketing Operations (mops) 237

References 283

Index 285

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