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210123 ||| eng |
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|a 0132311968
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|a 9780132311960
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|a HF5415.12.D44
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|a Fawzy, Lara
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|a Emerging business online
|b global markets and the power of B2B internet marketing
|c Lara Fawzy and Lucas Dworski
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| 260 |
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|a Upper Saddle River, N.J.
|b FT Press
|c 2011
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| 300 |
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|a xi, 291 pages
|b illustrations (some color)
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| 505 |
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|a 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)
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|a Includes bibliographical references (pages 283-284) and index
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| 653 |
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|a Internet marketing / Developing countries
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| 653 |
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|a BUSINESS & ECONOMICS / Management Science / bisacsh
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| 653 |
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|a Internet marketing / fast
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| 653 |
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|a Marketing / fast
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| 653 |
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|a BUSINESS & ECONOMICS / Management / bisacsh
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| 653 |
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|a BUSINESS & ECONOMICS / Organizational Behavior / bisacsh
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| 653 |
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|a Developing countries / fast
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| 653 |
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|a BUSINESS & ECONOMICS / Industrial Management / bisacsh
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| 653 |
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|a Marketing / Developing countries
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| 700 |
1 |
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|a Dworski, Lucas
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| 041 |
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|a eng
|2 ISO 639-2
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| 989 |
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|b OREILLY
|a O'Reilly
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| 776 |
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|z 9780132172974
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| 776 |
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|z 0132311941
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| 776 |
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|z 9780132311946
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| 776 |
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|z 0137064411
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| 776 |
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|z 9780132311960
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| 776 |
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|z 9780137064410
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| 776 |
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|z 0132311968
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| 856 |
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|u https://learning.oreilly.com/library/view/~/9780132311946/?ar
|x Verlag
|3 Volltext
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|a 658
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|a 500
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|a 658.8/72
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|a 302.3
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|a 670
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|a 381
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|a 300
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|a 330
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|a 381.142
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| 520 |
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|a 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
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