Internet Marketing; Integrating Online and Offline Strategies




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Internet Marketing Plan Outline

(Based on material presented in Roberts, Internet Marketing; Integrating Online and Offline Strategies)

 

 



 

i. Executive Summary (1 – 3 pages)

 

I. Overall Business Objectives



 

II. Specific Marketing Objectives -

 

III. Business Situation/SWOT Analysis



 

Internal Situation

Performance Analysis

Data on Programs of A Similar Nature, If Available

Resource Availability and Allocation

 

External Situation



Markets

Competitors

Technological Infrastructure

Value Chain

 

Summary: Strengths, Weaknesses, Opportunities, Threats



 

IV. Marketing Problems and Opportunities

 

V. Identification of Target Market/Market Segments



 

VI. Marketing Action Plans

 

Product/Service



Price

Integrated Marketing Communications -

Online and offline

Customer Acquisition and Retention Plans as appropriate based on objectives

Distribution/Fulfillment

Quality and Customer Service

Technological Infrastructure and Data Requirements

 

VII. Testing Plans, if appropriate



 

Plan for Testing Critical Marketing or Program Variables -

Plan for Usability Testing of Web Site -

VIII. Evaluation Techniques

 

IX. Budget -



 

X. Implementation Timetable




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Internet Marketing; Integrating Online and Offline Strategies

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