• Example Allocation of Internet Marketing Objectives
  • Chapter 1: Introducing Internet Marketing




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    Example Allocation of Internet Marketing Objectives:

    The Balanced Scorecard Framework for a transactional e-commerce site



    Strategy Formulation & the eight Strategic decisions


      1. Market & product development strategy

      2. Business & Revenue model strategy

      3. Target Market Strategy

      4. Differentiation & positioning strategy

      5. Multichannel distribution strategy.

      6. Multichannel communications strategy.

      7. Online communication mix & budget.

      8. Organizational capabilities.




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    Chapter 1: Introducing Internet Marketing

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