This is the 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.
Table of Contents
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
Purchase Info ?
With CourseSmart eTextbooks and eResources, you save up to 60% off the price of new print textbooks, and can switch between studying online or offline to suit your needs.
Once you have purchased your eTextbooks and added them to your CourseSmart bookshelf, you can access them anytime, anywhere.
$29.99 | ISBN-13: 978-0-13-269805-4