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