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Título: Emerging Business Online: Global Markets and...
Editorial: FT Press
Año de publicación: 2010
Condición del libro: New
Brand new! Please provide a physical shipping address. N° de ref. de la librería 9780137064410
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.
A Practical, Start-to-Finish Blueprint for Internet-Based B2B Marketing in Emerging Markets
B2B marketers increasingly recognize the crucial importance of emerging markets and the potential of the Internet and information technologies in exploiting these opportunities. Now for the first time, there?s a comprehensive, robust, well-defined business model for successfully marketing B2B products and services and generating value in high-growth emerging markets.
Emerging Business Online brings together powerful lessons and techniques that are being applied successfully by Cisco and other global leaders. Lara Fawzy and Lucas Dworski reveal how to get ahead of competitors in emerging markets...mitigate risks in high-risk environments...measure emerging market sales and marketing performance accurately...set priorities and budgets...run effective campaigns and marketing operations...get results!
This book introduces ebocube (?emerging business online?) a comprehensive, proven business model. The ebocube model demonstrates how to implement a low-risk Internet B2B marketing strategy in emerging markets. Learn how to apply ebocube to integrate all stages of the marketing process, penetrate today?s fastest growing markets, and create significant new value.
The authors begin with an up-to-the minute introduction to emerging markets: their economic potential, politics, languages, cultures, Internet/mobile penetration, and more. Next, they identify emerging market best practices for segmentation, distribution, branding, and collaboration.
Building on this foundation, they introduce all three phases of the ebocube business model. You?ll learn how to establish metrics and a dashboard to stay on track through the entire commercial cycle; organize and budget; manage localized campaigns, contact data, and marketing operations; create the optimal offline/online media mix; and much more.
Don?t struggle with trial-and-error approaches to B2B marketing in emerging markets. Begin with a blueprint that works: ebocube.
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