NOTE: Students enrolled in MBA programs are required to take BUSS 5245 Strategic Marketing in place of MARK 5025 Marketing Management as the prerequisite course. When we gather and store information about our customers and potential customers (therefore, when we perform the personalization part of the e-Marketing mix) a crucial issue arises: that of the way this information will be used, and by whom. The fundamental concept of personalization as a part of the e-Marketing mix lies in the need of recognizing, identifying a certain customer in order to establish relations (establishing relations is a fundamental objective of Marketing).
These 7 functions of the e-Marketing stay at the base of any e-Marketing strategy and they have a moderating character, unlike the classic Marketing mix that comprises situational functions only. The first part of the definition illustrates the range of access platforms and communications tools that form the online channels which e-marketers use to build and develop relationships with customers.
Conducting any marketing without being clear on your 5 W’s is essentially negligence – it’s a blatant misuse of your company’s time and money. Therefore, it probably makes sense to plan at least 7 touches into your marketing campaigns. It further outlines current best practices in the ﬁeld of destination e-marketing and provides destination marketers with a legal framework for their online marketing activities.
The following topics will be covered in the course: types of e-marketing business models, such as B2B or B2C, and their strategies; consumer behaviour in purchasing products over the Internet; online advertising, branding, and research; building customer traffic and customer relationship management; E-payments and order fulfilment; social and ethical issues such as fraud, pornography, and governance and emerging trends in e-marketing, particularly mobile marketing.
Of course, it is crucial for you to use other strategies that May …