Book Description

In this 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 world’s 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, websites, 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.

Table of Contents

  1. Title Page
  2. Copyright Page
  3. Contents
  4. Acknowledgments
  5. About the Authors
  6. Introduction
  7. 1. Emerging Markets
  8. 2. Business Strategy
  9. 3. The ebocube and Business Models
  10. 4. Marketing by the Dashboard Light
  11. 5. Managing Customer Relationships Through the Buying Cycle
  12. 6. Campaign Optimization, “Glocalization,” and the Power of Email
  13. 7. Winning with Webcasts, Websites, and More
  14. 8. Web Banners and Integrating Offline Channels into Your ebocube Strategy: “Offline Isn’t Dead!”
  15. 9. Marketing Operations (mops)
  16. References
  17. Index
  18. Financial Times Press