FT Press (10-2010) | PDF | 304 pages | 0137064411 | 1.3Mb
Emerging Business Online: Global Markets and the Power of B2B Internet Marketing / by Lara Fawzy,Lucas Dworski. 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.
