個案資料
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Introducing E-MARKPLAN: A Practical Methodology to Plan e-Marketing Activities
內容大綱
Although e-marketing is highly prevalent, there is currently no template for managers who wish to use the Internet/Web and related information technologies to market their products and services. Provides managers with a comprehensive, actionable, and practical methodology (E-MARKPLAN) to plan, enact, and analyze e-marketing activities. Uses five case studies to illustrate the diversity of e-marketing actions. E-MARKPLAN consists of five parts: goals, actors (i.e., those who take e-marketing actions), spaces (i.e., theaters of engagement), actions, and outcomes. The E-MARKPLAN methodology is versatile and is not limited to companies with e-commerce operations.