Transform Your Business into e: Going Beyond the Dot Com Disasters
This book covers E-Business from the review of the business at the start to expanding E-Business after it is live.
TABLE OF CONTENTS Transform Your Business into e: Going Beyond the Dot Com Disasters
Chapter 9: Perform Marketing for E-Business
INTRODUCTION
Marketing of e-business is obviously crucial to whether you can successfully transform into e-business. However, it is more complex than just marketing to management. There are three aspects of marketing that must be addressed:
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Marketing to employees and managers. Even when upper management endorses e-business, this is usually not sufficient. You will get more support for e-business if employees and their supervisors support e-business.
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Marketing to customers and suppliers. How to market e-business to customers is a major focus of a number of books. Suppliers, however, are also important. You must gain their support and involvement. This is not automatic. Each supplier has its own agenda.
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Reviewing the marketing operations for support of e-business. Marketing is concerned about current promotions, campaigns, branding, and other aspects of marketing. E-business poses new challenges.
PURPOSE AND SCOPE
Business Objectives
The business goals are to build support for e-business from employees, customers, and suppliers. Employees will be critical to support the detailed changes to transactions and processes to handle e-business. Customers need to be approached for e-business in a creative way given the vast number of e-business efforts made to reach them. Suppliers are important in that you must market to key suppliers and then use the relationship with them to extend e-business to other suppliers.
Political and Cultural Objectives
The political and cultural goals for marketing are centered on building ongoing involvement and promotion of e-business. The culture includes instilling an attitude that is pro e-business and not an us...
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