E Marketing Strategy :
What’s inside: An introduction to the Internet and the Marketing Mix, some key terms and concepts around strategy, a guide to developing a marketing plan, the correlation between eMarketing and Marketing, using online tools for gathering market intelligence and an eMarketing strategy in action. Put everything you have learned into context with a case study about the ingenuity behind online strategy of Barack Obama’s campaign.
introduction
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| E Marketing Strategy |
A strategy is a long-term plan of action aimed at achieving a particular outcome. Tactics refer to the immediate actions taken to execute a strategy. While most of the chapters in this textbook refer to the tactics that the Internet has afforded to marketing, the essential first step to executing any online campaign is in the planning: strategy.
Strategy comes from the Greek strategos, which itself is derived from two words: stratos for army, and ago for leading.
Tactic also comes from Greek: taktika for deploying or arranging.
In wars and business, a strategy usually intends the same outcome: winning.
Treatises on strategy abound. The Art of War was written by Sun Tsu in the 6th century BC, and this ancient Chinese text on military strategy today often forms the foundation of business strategy. Move forward a few millenia, and a course in marketing will include Porter’s five forces, McCarthy’s four Ps and Humphrey’s SWOT analysis. At the time that the framework for the Internet was being researched and developed, economists and academics were laying the foundation for principles still leading marketing thought today.
Strategy comes from the Greek strategos, which itself is derived from two words: stratos for army, and ago for leading.
Tactic also comes from Greek: taktika for deploying or arranging.
In wars and business, a strategy usually intends the same outcome: winning.
Treatises on strategy abound. The Art of War was written by Sun Tsu in the 6th century BC, and this ancient Chinese text on military strategy today often forms the foundation of business strategy. Move forward a few millenia, and a course in marketing will include Porter’s five forces, McCarthy’s four Ps and Humphrey’s SWOT analysis. At the time that the framework for the Internet was being researched and developed, economists and academics were laying the foundation for principles still leading marketing thought today.
