Krishnamurthy, Sandeep (2006), "Introducing E-MARKPLAN: A practical methodologyto plan e-marketing activities", Business Horizons, 49(1), 51-. Full paper available here.
Abstract (Summary)
Although e-marketing is highly prevalent, no template currently exists for managers who wish to use the Internet/Web and related information technologies to market their products and services. This paper provides managers with a comprehensive, actionable, and practical methodology (E-MARKPLAN) to plan, enact, and analyze e-marketing activities. Five case studies are used to illustrate the diversity of e-marketing actions. E-MARKPLAN consists of five parts: goals, actors (i.e., those who take e-marketing actions), spaces (i.e., theaters of engagement), actions, and outcomes. The E-MARKPLAN methodology is versatile, and is not limited to companies which have e-commerce operations.
1 comment:
Hi Iam doing an mba in a related field and would like a copy of your work as part of my lit rview - can you hep and send me a copy
saj.bhojani@hagemeyer.co.uuk
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