INMA_A01.QXD
The importance of the Internet to modern business strategy was underlined by Michael Porter, who famously said: The key question ...
So the focus of Internet marketing strategy is decisions about how to use the channel to support existing marketing strategies, ...
The integration of an Internet marketing strategy into business and marketing strategies represents a significant challenge for ...
Our rationale is that online channels are still in their infancy, yet they have had and will have dramatic effects on how custom ...
7 Opportunities for applying online marketing tools such as search marketing or e-mail marketing will be missed or the execution ...
is to set clear objectives and strategies showing how the digital presence should con- tribute to the sales and marketing proces ...
It can be argued, however, that there is a need for more responsive strategic process models where reaction can occur to events ...
Based on preliminary findings by Brian Smith, Daniel et al. (2002) have suggested that planning styles adopted by organisations ...
The situation review or analysis is best known as a marketing audit of the current effec- tiveness of marketing activities withi ...
Assessing the current contribution of the Internet to the organisation To assess the contribution and the effectiveness of Inter ...
Technology infrastructure resources– availability and performance (speed) of web site and service-level agreements with the ISP ...
However, they may take longer to develop suitable customer service facilities. Stage models can be usefully applied to SME busin ...
Table 4.1 Capability maturity model of E-commerce adoption based on E-consultancy (2005) research Level S trategy process and St ...
Level S trategy process and Structure: S enior management Marketing integration Online marketing focus performance improvement L ...
External audits or analysis External audits consider the business and economic environment in which the company operates. These ...
Competitor analysis Competitor analysis or the monitoring of competitor use of e-commerce to acquire and retain customers is esp ...
of the threats presented by other companies. The strengths and weaknesses will vary according to the company involved, but many ...
The aim is not to predict, but to explore a set of possibilities; scenarios take different situa- tions with different starting ...
use cost savings to enable you to cut prices, which in turn could enable you to gener- ate greater market share? Sizzle– extend ...
STRATEGIC GOAL SETTING Activity 4.3 Assessing the significance of digital channels Purpose To illustrate the issues involved wit ...
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