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E-Buisness

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Slide 8.1

Chapter 8
E-marketing

Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009

Slide 8.2

Learning outcomes
• Assess the need for separate e-business and e-marketing strategies • Create an outline e-marketing plan intended to implement the e-marketing strategy • Distinguish between marketing communication characteristics of traditional and new media.

Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009

Slide 8.3

Management issues
• How do we integrate traditional marketing approaches with e-marketing? • How can we use electronic communications to differentiate our products and services? • How do we redefine our marketing and communications mixes to incorporate new media?

Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009

Slide 8.4

E-marketing
• The definition of marketing by the Chartered Institute of Marketing (http://www.cim.co.uk/) is: Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitability

• Which e-marketing tools can assist?
– Web, e-mail, databases, wireless and digital television
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009

Slide 8.5

How do e-tools support marketing?
• Identifying
– –



Anticipating –




Satisfying
– –

• Profitably –

Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009

Slide 8.6

Figure 8.1

The operational and management processes of e-marketing
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009

Source: Econsultancy (2008)

Slide 8.7

Figure 8.1

The operational and management processes of e-marketing (Continued) Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing...