| Description |
1 online resource (xi, 291 pages) : illustrations (some color) |
| 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) |
| 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 |
| Bibliography |
Includes bibliographical references (pages 283-284) and index |
| Notes |
Description based on print version record |
| Subject |
Marketing -- Developing countries
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Internet marketing -- Developing countries
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BUSINESS & ECONOMICS / Industrial Management
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BUSINESS & ECONOMICS / Management
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BUSINESS & ECONOMICS / Management Science
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BUSINESS & ECONOMICS / Organizational Behavior
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Internet marketing
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Marketing
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Developing countries
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| Form |
Electronic book
|
| Author |
Dworski, Lucas, 1980-
|
| LC no. |
2010028146 |
| ISBN |
9780132311960 |
|
0132311968 |
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