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

The first practical, start-to-finish guide to Internet B2B marketing strategies in emerging countries! Introduces the breakthrough ebocube approach: low-risk, high-value strategies for profiting in the worlds fastest-growing markets. Presents comprehensive guidance for planning, metrics, branding, online media, offline components, distribution, budgeting, managing marketing operations, and much more. Includes a complete case study section. This is the 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 worlds 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, websitesm, 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.