Contents -

1. Basics of Internet Marketing
2. E-Marketing Environment
3. Online Consumer Behaviour Analysis
4. Product Mix of Marketing
5. Customer Relationship Management
6. Social Media Marketing
Case Studies
Appendix

Each new problem offers new opportunities to managers. Now, we are in mobile age. Desktops are replaced by laptops and laptops are replaced by tabs and mobiles. Updates of information is available every minute. The opportunity lies in innovative ideas of use of IT in all aspects of business.

SMEs are growing faster. In the internet and mobile revolution, they are caught between the two methods of doing business. One is bullock cart method (legacy procedures) and other business process driven digital method.

The very purpose of this book is to understand the brick and mortar type of traditional business and how it is converted to e-business in all the management aspects including Marketing, Human Resources, Operations, Finance, Retail and Infrastructure.

The business logic prepared from business rules approved by the top management. The entire organisation, business stakeholders and partners, employees work as per system defined by the business rules. The Enterprise Planning System (ERP) captures this business rules. ERP software ensures that everybody follows the business rules. ERP system as it is a complete solution and all modules can be used by different disciplines which are discussed in this book very effectively.

This book covers very important aspects for future managers such as E-Marketing environment, Online Consumer Behaviour Analysis, Product Mix of Marketing and Social Marketing.