Emerging Business Online: Global Markets and the Power of B2B Internet Marketing
- By Lara Fawzy, Lucas Dworski
- Published Oct 4, 2010 by FT Press.
- Copyright 2011
- Dimensions: 6 X 9
- Pages: 304
- Edition: 1st
- Book
- ISBN-10: 0-13-706441-1
- ISBN-13: 978-0-13-706441-0
- eBook (Watermarked)
- ISBN-10: 0-13-231196-8
- ISBN-13: 978-0-13-231196-0
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Product Author Bios
Lara Fawzy (Cairo, Egypt) is currently Marketing Operations Manager for the Middle East and Africa at Cisco, and director and founder of her firm, ebocube. She has served as Campaigns Manager for O2 Telefonica at O2 UK, and as Campaign Specialist, MEA region, for Cisco. Currently the marketing director for ebocube.
Lucas Dworski (Warsaw, Poland) has an impressive 10 year track record as a marketer gained in international marketing positions for large corporate such as Cisco and Ca, as well as many small companies . Lucas has lived and worked in Germany, UK, The Netherlands and Poland.
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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1 of 1 people found the following review helpful
International Data-Driven Marketing Book, By
This review is from: Emerging Business Online: Global Markets and the Power of B2B Internet Marketing (Hardcover)
This is a very interesting book, but might not be relevant to all marketers.It is a very good data driven book about how to market online in foreign countries. The authors did an interesting balancing act of discussing high-level marketing analysis and basic internet marketing strategies. If you are new to marketing online or and your business plan calls for marketing in multiple or different countries, I would highly recommend this book. As an experience Internet marketer, I really enjoyed the discussion about the emerging markets, but did not find a lot of new information on marketing strategy. However, what I did find was good solid advice that you can trust and it will work for you.
1 of 1 people found the following review helpful
Great for creating and implementing a plan for International B2B Marketing,
This review is from: Emerging Business Online: Global Markets and the Power of B2B Internet Marketing (Hardcover)
When I'm learning from a marketing book, I'm looking for three things. This book delivers on all three, so if you're looking for a book on business-to-marketing combining digital and traditional media, I highly recommend this book. Although the examples are for international marketing in emerging markets, many of the principles hold true whichever markets you are targeting.Here are the three things I'm looking for in a marketing book: First, it has to be practical and actionable. Some books on digital marketing and many on social media read like extended essays with promise of a rosy marketing future, but lacking realism and guidance on how to get there. This book can be used as a workbook to help you review your approach to international marketing and create a plan to improve it. Second, it needs a solid structure to help you plan. Many books don't have a clear structure, so they're not accessible. They may be good to dip into, but you can't work... Read more
1 of 1 people found the following review helpful
Recipe for Marketing Success in Emerging Countries,
This review is from: Emerging Business Online: Global Markets and the Power of B2B Internet Marketing (Hardcover)
This book is a recipe for marketing success in Emerging Countries. It's going to expedite your planning and protect you from many mistakes. The authors have combined proven techniques with facts by country and a conceptual framework that is pragmatic. Although the focus is on the web, I also learned about the mobile marketing trends and possibilities in emerging countries.
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Online Sample Chapter
Introduction to Emerging Business Online: Global Markets and the Power of B2B Internet Marketing
Table of Contents
Introduction 1
Chapter 1: Emerging Markets 9
Chapter 2: Business Strategy 31
Chapter 3: The ebocube and Business Models 53
Chapter 4: Marketing by the Dashboard Light 81
Chapter 5: Managing Customer Relationships Through the Buying Cycle 113
Chapter 6: Campaign Optimization, “Glocalization,” and the Power of Email 145
Chapter 7: Winning with Webcasts, Websites, and More 185
Chapter 8: Web Banners and Integrating Offline Channels into Your ebocube Strategy: “Offline Isn’t Dead!” 219
Chapter 9: Marketing Operations (mops) 237
References 283
Index 285
Sample Pages
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