In this lecture, we will look at the importance of digital marketing for an e-business and how firms can consider marketing from a strategic perspective. We will look at the influence of social media in marketing and the new trend for content marketing.
Concepts covered in the lecture
- The place of marketing in e-business
- Multichannel marketing
- First Generation marketing
- Second Generation marketing
- Social media marketing
Step 1: Review slides
Get the slides from Moodle and review them together with your lecture notes.
Step 2: Reading
Read p376-411 and p414-418 and p438-445 of E-commerce by Loudon and Traver.
Alternatively, read p229-262 of E-business by Jonathan Reynolds
Step 3: Reading
Read p31-60 of Click.ology by Graham Jones
Step 4: Video
Watch this video about Google AdWords
Step 5: Reading
Step 6: Listen
Listen to this podcast from Harvard Business Review
Step 7: Research
Conduct your own research on the impact of e-marketing on e-business