Emerging Business Online: Global Markets and the Power of B2B Internet Marketing

4 avg rating
( 1 ratings by Goodreads )
 
9780137064410: Emerging Business Online: Global Markets and the Power of B2B Internet Marketing

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.

"synopsis" may belong to another edition of this title.

From the Back Cover:

A Practical, Start-to-Finish Blueprint for Internet-Based B2B Marketing in Emerging Markets

  • Discover ebocube: the low-risk, high-reward business model for reaching and penetrating fast-growing B2B markets
  • Integrate planning, strategy, metrics, branding,online/offline media, distribution, budgeting, marketing operations, and more
  • Learn from the experiences of Cisco and other global leaders

 

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.

 

Building on this foundation, they introduce all three phases of the ebocube business model. You’ll learn how to establish metrics and a dashboard to stay on track through the entire commercial cycle; organize and budget; manage localized campaigns, contact data, and marketing operations; create the optimal offline/online media mix; and much more.

 

Don’t struggle with trial-and-error approaches to B2B marketing in emerging markets. Begin with a blueprint that works: ebocube.

 

  • B2B marketing by the dashboard light
    Track and measure the right data the right way, transform it into intelligence, and then use it to improve
  • Managing customer relationships throughout the commercial cycle
    Plan your contact strategy and localized campaigns and acquire and retain high-value, loyal customers
  • Integrating the elements of marketing communication
    Optimize your marketing investment by integrating powerful media channels to reach new markets
  • Implementing marketing operations best practices for emerging markets
    Optimize what matters: structure, budgeting, campaigns, reporting, tools, infrastructure, and more

About the Author:

Lara Fawzy is currently an Online Campaign Marketing Manager, for Cisco’s African region (based in Cairo, Egypt). Lara is also Director and founder of her own firm, ebocube, and conducts online marketing training in the African region. She has worked for Cisco Systems in various roles, including online customer relationship marketing for emerging markets (based in the UK). In this role, she worked closely with local marketing teams, sales teams, and agencies across emerging markets. She also created and executed online marketing campaigns using complex data segmentation and tracked and reported on campaigns through advanced customer relationship management tools.

 

As a Marketing Operations Manager with Cisco in Cairo, she worked closely with the African and Gulf marketing teams, strengthening her experience and knowledge of emerging markets. Previously, Lara worked for O2, Telefonica, as a Campaign Manager, launching the high-profile Apple iPhone 3G in the UK business market and helping to redesign the company website.

 

Lara is a qualified Chartered Marketer. She graduated from University of London, Royal Holloway, School of Management, with a Management BSc, specializing in marketing. Her degree was largely based on Harvard research; she studied management models and theories by leading management and marketing gurus such as Michael Porter, Philip Kotler, and Peter Drucker.

 

Lucas Dworski is originally from Poland, Central Eastern Europe. He has more than a decade’s experience in marketing, including international marketing. Lucas has worked and lived in Germany, the UK, Netherlands, and Poland. He’s passionate about global marketing, particularly in emerging markets. Lucas’s experience is specialized in customer relationship management and complex online localized international campaigns.

 

Lucas has worked and consulted for global international American corporations such as Cisco and Computer Associates CA, as well as many smaller companies. Lucas has experience in campaign management and campaign execution for a wide number of countries (more than 130) in emerging markets. He has executed campaigns that have been fully measurable, trackable, and localized for local market needs. Lucas also has in-depth experience in database management, having worked in customer relationship management for several years.

"About this title" may belong to another edition of this title.

Top Search Results from the AbeBooks Marketplace

1.

Lucas; Dworski
Published by Wharton School Publishing (2010)
ISBN 10: 0137064411 ISBN 13: 9780137064410
New Quantity Available: 3
Seller
unifachbuch
(Köln, NRW, Germany)
Rating
[?]

Book Description Wharton School Publishing, 2010. Gebundene Ausgabe. Book Condition: Neu. Unbenutzte Restauflage Unbenutzt. Schnelle Lieferung, Kartonverpackung. Abzugsfähige Rechnung. Bei Mehrfachbestellung werden die Versandkosten anteilig erstattet. - 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.' 291 pp. Englisch. Bookseller Inventory # INF1000039024

More Information About This Seller | Ask Bookseller a Question

Buy New
7.32
Convert Currency

Add to Basket

Shipping: 22.81
From Germany to U.S.A.
Destination, Rates & Speeds

2.

Lara Fawzy; Lucas Dworski
Published by FT Press (2010)
ISBN 10: 0137064411 ISBN 13: 9780137064410
New Hardcover Quantity Available: 1
Seller
Irish Booksellers
(Rumford, ME, U.S.A.)
Rating
[?]

Book Description FT Press, 2010. Hardcover. Book Condition: New. book. Bookseller Inventory # 0137064411

More Information About This Seller | Ask Bookseller a Question

Buy New
32.10
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds

3.

Lara Fawzy, Lucas Dworski
Published by FT Press (2010)
ISBN 10: 0137064411 ISBN 13: 9780137064410
New Hardcover Quantity Available: 1
Seller
Ergodebooks
(RICHMOND, TX, U.S.A.)
Rating
[?]

Book Description FT Press, 2010. Hardcover. Book Condition: New. 1. Bookseller Inventory # DADAX0137064411

More Information About This Seller | Ask Bookseller a Question

Buy New
32.80
Convert Currency

Add to Basket

Shipping: 3.06
Within U.S.A.
Destination, Rates & Speeds

4.

Fawzy, Lara, Dworski, Lucas
Published by FT Press (2010)
ISBN 10: 0137064411 ISBN 13: 9780137064410
New Hardcover Quantity Available: 2
Seller
Murray Media
(North Miami Beach, FL, U.S.A.)
Rating
[?]

Book Description FT Press, 2010. Hardcover. Book Condition: New. Bookseller Inventory # P110137064411

More Information About This Seller | Ask Bookseller a Question

Buy New
43.86
Convert Currency

Add to Basket

Shipping: 2.30
Within U.S.A.
Destination, Rates & Speeds

5.

Fawzy, Lara
Published by FT Press
ISBN 10: 0137064411 ISBN 13: 9780137064410
New Quantity Available: 1
Seller
Ohmsoft LLC
(Lake Forest, IL, U.S.A.)
Rating
[?]

Book Description FT Press. Book Condition: Brand New. Ships from USA. FREE domestic shipping. Bookseller Inventory # 0137064411

More Information About This Seller | Ask Bookseller a Question

Buy New
48.91
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds

6.

Lara Fawzy; Lucas Dworski
Published by FT Press (2010)
ISBN 10: 0137064411 ISBN 13: 9780137064410
New Hardcover Quantity Available: > 20
Seller
Palexbooks
(Sanford, NC, U.S.A.)
Rating
[?]

Book Description FT Press, 2010. Book Condition: New. Brand new! Please provide a physical shipping address. Bookseller Inventory # 9780137064410

More Information About This Seller | Ask Bookseller a Question

Buy New
52.94
Convert Currency

Add to Basket

Shipping: 2.30
Within U.S.A.
Destination, Rates & Speeds

7.

Lucas Dworski and Lara Fawzy
ISBN 10: 0137064411 ISBN 13: 9780137064410
New Quantity Available: 1
Seller
Castle Rock
(Pittsford, NY, U.S.A.)
Rating
[?]

Book Description Book Condition: Brand New. Book Condition: Brand New. Bookseller Inventory # 97801370644101.0

More Information About This Seller | Ask Bookseller a Question

Buy New
88.60
Convert Currency

Add to Basket

Shipping: 3.06
Within U.S.A.
Destination, Rates & Speeds