Online Marketing for Global Business

New book from FT Press presents a framework for Internet business-to-business marketing necessary in emerging global markets

New York, NY (November 2nd, 2010)-Business today is not what it was yesterday.:  There is a powerful force-the Internet-that is driving businesses to expand rapidly into global markets.:  We can send information across the globe in an instant, there is media and technology at our fingertips, and we can virtually be in the same room as clients on another continent with holographic video conferencing.: :  But, it is easy for these digital novelties to lead to information overload, and business managers can quickly get lost while trying to cross into emerging global markets.

The emerging markets (EMs) are countries-like Brazil, Russia, India, and China-that have recently experienced industrial and technological change and are now poised for economic growth.:  Business leaders have identified this opportunity and are eager to penetrate these markets.:  The landscape of global business, however, requires a mastery of online marketing.:  What managers lack is a model for using the Internet to successfully communicate business products in emerging markets.

Foreseeing this need, international online campaign managers Lara Fawzy and Lucas Dworski have developed the first tested end-to-end Internet business strategy laid out in their new book, Emerging Business Online: Global Markets and the Power of B2B Internet Marketing (FT Press, ISBN 13: 9780137064410, 291 pps, $49.99, November 2010). Their framework, presented here, articulates, measures, and guides the complete process of Internet-based business development through a unique model called: ‘ebocube,’ which stands for: emerging business online, with: cube referring to a visual framework of the three-phase model. The authors reveal how to integrate all stages of marketing and sales, reduce risks, focus on better opportunities, and create significant new value in today’s fastest-growing markets.

The ebocube model is designed to provide electronic customer relationship management (CRM) for global professionals. The structure is a low-cost, sustainable business-to-business system based on metrics and data collection, underpinned by the Internet.: ebocube can be implemented with the following three phases:

• Phase One-The Dashboard and The Datacube: This phase focuses on reporting on marketing, sales opportunities, and company or contact data for the businesses you’re targeting in EM. The dashboard reports on all of your metrics for all your marketing and sales results for all your campaigns. The datacube provides reports and views of information contained in your database for companies and marketable contacts. The ebocube means business decisions are not based on instinct or assumption, but on numbers and business intelligence.

• Phase Two-Campaign and Data Planning: Phase two discusses the proposition used, messaging, the incentive, localization, budgeting, and integrating media mix (online and offline) to achieve ebocube commercial cycle goals. In this phase, you will test and demonstrate online communication methods and channels.

• Phase Three, Marketing Operations Demonstration: In phase three, you budget, plan, execute, track, and measure campaigns globally to feed the dashboard with meaningful metrics, and feed your company database, which can be represented in the datacube. Phase three closes the loop on marketing, data, and sales in EMs.

In global business, digital applications, new technologies, and the limitless world of the Internet can make online marketing an excruciating task.:  Fawzy and Dworski’s ebocube model addresses the needs of global marketers in the coming decades with tested results and an employable formula.: : Emerging Business Online provides the necessary strategies all marketing managers need to effectively enter emerging markets as they continue to be shaped.

“Global business managers and staff desperately need flexible and adaptable frameworks that demystify sales and marketing practices as relationships criss-cross digital, business, and national borders,” the authors write. “The ebocube closes the loop between marketing and sales in EMs.”

Check out an excerpt of the book online at:: http://www.ftpress.com/store/product.aspx?isbn=0137064411

About the Authors

Lara Fawzy is currently a Marketing Manager, for Cisco’s African region (based in Cairo, Egypt). Lara is also Director and founder of her own firm, ebocube, and conducts online marketing training in the African region. Lara is a qualified Chartered Marketer. She graduated from University of London, Royal Holloway, School of Management, with a Management BSc, specializing in marketing.:  Her degree was largely based on Harvard research; she studied management models and theories by leading management and marketing gurus such as Michael Porter, Philip Kotler, and Peter Drucker.

Lucas Dworski has more than a decade’s experience in marketing, including international marketing. Lucas has worked and consulted for global international American corporations such as Cisco and Computer Associates CA, as well as many smaller companies. : Lucas has experience in campaign management and campaign execution for more than 130 countries in emerging markets. He has executed campaigns that have been fully measurable, trackable, and localized for local market needs. Lucas also has in-depth experience in database management, having worked in customer relationship management for several years.

About FT Press

FT Press (www.ftpress.com), an imprint of Pearson, publishes high quality books in the areas of General Business, Finance and Investing, Sales and Marketing, Leadership, Management Strategy, Human Resources, and Global Business. Our brand is built on the concept of signing and publishing the world’s best minds on the most relevant topics.

About Pearson

The global leader in education services and technology is home to such respected publishing brands as: FT Press (www.ftpress.com), Pearson PH, Peachpit Press, Addison-Wesley Professional, Cisco Press, Exam Cram, IBM Press, Prentice Hall Professional, Que and Sams Publishing, which have as their online publishing arm, InformIT: (www.informit.com) -The Trusted Technology Learning Source.:  Pearson (NYSE: PSO), an international media company, primary businesses include the Financial Times Group and the Penguin Group.