# E- Marketing

## Chapter Outline

• Strategic Planning
• From Strategy to Electronic Strategy
• Performance Metrics
• Balanced Scoreboard

## 1.1. Strategic Planning

A managerial process to develop and maintain a viable fit between the organization and its changing market opportunities.

Process identifies firm’s goals for :

• Growth
• Competitive position
• Geographic scope
• Other objectives (industry, products, etc.).

## 1.2. Environment, Strategy and Performance (ESP)

• The E-marketing plan flows from the organization’s overall goals and strategies.
• The ESP framework illustrates the relationships among environment, strategy, and performance.

## 1.3. Strategy

Strategy is the means to achieve a goal.

E-business strategy is the deployment of enterprise resources to capitalize on technologies for reaching specified objectives that ultimately improve performance and create sustainable competitive advantage.

E-marketing strategy is the design for marketing strategy that capitalizes on the organization’s electronic or information technology capabilities to reach specific objectives.

• Strategic justification
• Operational justification
• Technical justification
• Financial justification

Business Model is a method by which the organization sustains itself in the long term and include its value proposition for partners, customers and revenue streams.

A firm will select one or more business models as strategies to accomplish enterprise goals.