E- Marketing

Chapter Outline

  • Strategic Planning
  • From Strategy to Electronic Strategy
  • From Business Models to E-business Models
  • 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

1.4. Business Models

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.

Components of business model selections:

Customer value

  • Scope
  • Price
  • Revenue sources
  • Connected activities
  • Implementation
  • Capabilities
  • Sustainability 
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