Emerging Business Online: Global Markets and the Power of B2B Internet Marketing / Edition 1

Emerging Business Online: Global Markets and the Power of B2B Internet Marketing / Edition 1

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FT Press


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Emerging Business Online: Global Markets and the Power of B2B Internet Marketing / Edition 1

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: 10/18/2010
Pages: 291
Product dimensions: 6.10(w) x 9.10(h) x 1.10(d)

About the Author

Lara Fawzy is currently an Online Campaign Marketing Manager, for Cisco’s African region (based in Cairo, Egypt). Lara is also Director and founder of her own firm, ebocube, and conducts online marketing training in the African region. She has worked for Cisco Systems in various roles, including online customer relationship marketing for emerging markets (based in the UK). In this role, she worked closely with local marketing teams, sales teams, and agencies across emerging markets. She also created and executed online marketing campaigns using complex data segmentation and tracked and reported on campaigns through advanced customer relationship management tools.

As a Marketing Operations Manager with Cisco in Cairo, she worked closely with the African and Gulf marketing teams, strengthening her experience and knowledge of emerging markets. Previously, Lara worked for O2, Telefonica, as a Campaign Manager, launching the high-profile Apple iPhone 3G in the UK business market and helping to redesign the company website.

Lara is a qualified Chartered Marketer. She graduated from University of London, Royal Holloway, School of Management, with a Management BSc, specializing in marketing. Her degree was largely based on Harvard research; she studied management models and theories by leading management and marketing gurus such as Michael Porter, Philip Kotler, and Peter Drucker.

Lucas Dworski is originally from Poland, Central Eastern Europe. He has more than a decade’s experience in marketing, including international marketing. Lucas has worked and lived in Germany, the UK, Netherlands, and Poland. He’s passionate about global marketing, particularly in emerging markets. Lucas’s experience is specialized in customer relationship management and complex online localized international campaigns.

Lucas has worked and consulted for global international American corporations such as Cisco and Computer Associates CA, as well as many smaller companies. Lucas has experience in campaign management and campaign execution for a wide number of countries (more than 130) in emerging markets. He has executed campaigns that have been fully measurable, trackable, and localized for local market needs. Lucas also has in-depth experience in database management, having worked in customer relationship management for several years.

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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