Synopsis
Effective marketing is necessary for the success of a product, service, or business and with the pervasive and every increasing use of the Internet by the target markets all marketers need to include the Internet in their marketing plan. Dr. Nik Tehrani explains the importance of e-Marketing and presents the relationship of e-Marketing to e-Business. The exponential growth of e-Commerce has changed the face of retail and service marketing. To remain competitive in the marketplace all marketers must include the virtual world of marketing in their plans, thus helping sellers develop various marketing strategies. Marketers are the sellers' tool and Contemporary Marketing Mix for the Digital Era is the tool for successful marketers. Traditionally, the marketing strategy consists of the 4 Ps: Product, Price, Place, and Promotion. However, to develop a contemporary marketing strategy which includes the virtual world, other components need to be looked into. Dr. Tehrani illustrates the 11 Ps required for a successful e-Marketing strategy. The 11 Ps of e-Marketing strategy are an expansion upon the main 4 Ps. The reader is adeptly shown how People, Partnership, Productivity, Personalization, Physical Image, Protocol, and Privacy are elements of contemporary marketing. This book, illustrated with practical examples and case studies, summarizes these 11 Ps, explores the internal and external customers of all sellers, products both tangible and intangible that are offered by the sellers, the partnerships that help the sellers maintain a steady flow of products, and the pricing structure of e-Products. Making intangible products tangible, the methods required to push products, as well as the change of personalized services adapted to the Internet are covered; all in order to help marketers learn what is required by the sellers to sell their products effectively. This book additionally includes a comprehensive look at e-Business privacy issues and laws, as well as respect and maintenance of international protocols. This book is written for the marketing professionals, industry practitioners, academicians, and students alike so they may hone their marketing skills and keep up with the latest trends in the marketing filed. Dr. Tehrani addresses the changing marketing environment and the way to effectively change marketing strategies to meet the needs of conventional marketing by changing, and expanding marketing strategies.
About the Author
Majid Nikanjam Tehrani (Nik Tehrani) teaches E-Business Technology, Management, and Marketing courses at the University of California, Berkeley extension, California State University - East Bay, and Northwestern Polytechnic University in Fremont, CA. He earned his PhD in Business Administration with a specialization in Electronic Commerce from Northcentral University, holds an MBA (Executive Management) from Pepperdine University and a BS in Electrical Engineering. Dr. Tehrani is also the Global Director of Program Management at Sanmina-SCI, a leading EMS provider focused on delivering complete end-to-end manufacturing capabilities and highly complex solutions to technology companies around the world. Prior to Sanmina-SCI, he was the managing director and founder of Majital Solutions in Fremont, CA; VP of Sales and Engineering of ACI in Hayward, CA; and VP of Operations of CoMan Manufacturing, Inc. in San Jose, CA. Dr. Tehrani has taught Management, E-Marketing and IT related classes at Oulu Polytechnic University in Oulu, Finland; Shanxi Administrative University in Tai Yuan, China; Universidad Del Pacifico in Santiago, Chile; and Austin College in Vancouver, Canada as well. For more information about the author, please visit www.niktehrani.com.
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