35
Channel Management 36
Marketing Communications 37
Developing an Integrated Marketing Communications Plan 37
Overarching Goals of the Plan 38
Message Development 38
Communication Media, Venues, and Campaign Elements 39
Tactical Marketing Plan Elements 40
Regulation and Ethics Issues 45
Responding to Regulation and Ethics Issues 46
Assessing E-Marketing Effectiveness 47
Conclusion 50
References 51
List of Figures
Figure 1 - Porter's Five Forces Analysis Framework 22
Figure 2 - Comparative Competitor Specifications 23
Figure 3 ? Online Advertising Tracking Sample 30
Figure 4 - Shop Floor Hierarchy 35
Figure 5 - Collaborative Marketplaces and E-Hubs 36
Figure 6 - Demand Management 37
Figure 7 - Transactional and Relationship Marketing 38
Figure 8 - Example of iPod Shuffle Messaging 39
Figure 9 - Adoption Curves for Various Media 40
Figure 10 ? Integration of the Product Lines 41
Figure 11 ? eCommerce Access 41
Figure 12 ? Uses for the Product 43
List of Tables
Table 1 ? Apple SWOT Analysis 9
Table 2 ? iPod/MP3 Player Ownership by Age 13
Table 3 ? iPod/MP3 Player Ownership by Income Level 13
Table 4 - E-Business Model by Stage 19
Table 5 - Potential E-Business Metrics and Methods 49
Executive Summary
- Sameh Darwish
Marketing Strategy
New decision makers, decision-making structures, dynamics, and even beliefs and motivations come into play when developing a company's marketing plan... displayed 300 characters
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35
Channel Management 36
Marketing Communications 37
Developing an Integrated Marketing Communications Plan 37
Overarching Goals of the Plan 38
Message Development 38
Communication Media, Venues, and Campaign Elements 39
Tactical Marketing Plan Elements 40
Regulation and Ethics Issues 45
Responding to Regulation and Ethics Issues 46
Assessing E-Marketing Effectiveness 47
Conclusion 50
References 51
List of Figures
Figure 1 - Porter's Five Forces Analysis Framework 22
Figure 2 - Comparative Competitor Specifications 23
Figure 3 ? Online Advertising Tracking Sample 30
Figure 4 - Shop Floor Hierarchy 35
Figure 5 - Collaborative Marketplaces and E-Hubs 36
Figure 6 - Demand Management 37
Figure 7 - Transactional and Relationship Marketing 38
Figure 8 - Example of iPod Shuffle Messaging 39
Figure 9 - Adoption Curves for Various Media 40
Figure 10 ? Integration of the Product Lines 41
Figure 11 ? eCommerce Access 41
Figure 12 ? Uses for the Product 43
List of Tables
Table 1 ? Apple SWOT Analysis 9
Table 2 ? iPod/MP3 Player Ownership by Age 13
Table 3 ? iPod/MP3 Player Ownership by Income Level 13
Table 4 - E-Business Model by Stage 19
Table 5 - Potential E-Business Metrics and Methods 49
Executive Summary
- Sameh Darwish
Marketing Strategy
New decision makers, decision-making structures, dynamics, and even beliefs and motivations come into play when developing a company's marketing plan... displayed 300 characters
