E-Marketing, 3rd editionJudy Strauss, Adel I. El-Ansary, and Raymond Frost doc

E-Marketing, 3rd edition

Judy Strauss, Adel I. El-Ansary, and Raymond Frost

Chapter 3: The E-Marketing Plan

© Prentice Hall 2003

Overview of the E-Marketing Planning Process

Creating an E-Marketing Plan

The Napkin Plan

The Venture Capital E-Marketing Plan

A Six-Step E-Marketing Plan

Step 1—Situation Analysis

Step 2—Link E-Business with E-Marketing Strategy

Step 3— Formulate Objectives

Step 4—Design Implementation Plan to Meet the

Objectives

Step 5—Budgeting

Step 6—Evaluation Plan

Overview

Overview of the E-Marketing

Planning Process

 How can information technologies assist

marketers in building revenues and market

share or lowering costs?

 How can firms identify a sustainable

competitive advantage with the Internet

when so little is understood about how to

succeed?

Overview of the E-Marketing

Planning Process

 The best firms have clear visions that they translate,

through the marketing process, from e-business objectives

and strategies into e-marketing goals and well-executed

strategies and tactics for achieving those goals.

 This marketing process entails three steps:

- Marketing plan creation,

- Plan implementation,

- Evaluation/corrective action.

Overview of the E-Marketing Planning Process

Creating an E-Marketing Plan

The Napkin Plan

The Venture Capital E-Marketing Plan

A Six-Step E-Marketing Plan

Step 1—Situation Analysis

Step 2—Link E-Business with E-Marketing Strategy

Step 3— Formulate Objectives

Step 4—Design Implementation Plan to Meet the

Objectives

Step 5—Budgeting

Step 6—Evaluation Plan

Overview