인터넷 전략(Internet strategy)

소개글

인터넷을 비지니스에 전략적으로 활용할 수 있는 구체적인 행동 강령을 제시하고 있는 Internet Strategy의 제 5장에 대한 내용요약 및 정리 입니다.

목차

Chapter Overview
The Focus of This Chapter
Role of Marketing
Scope of Internet-based Marketing App
Integration with Other Marketing Activities
Planning to Use the Internet
Adapting the Internet Plans

본문내용

[사통팔달]
윤이환, 이지신, 천세학
Ch 5. The Marketing Process
Chapter Overview
The Focus of This Chapter
Role of Marketing
Scope of Internet-based Marketing App
Integration with Other Marketing Activities
Planning to Use the Internet
Adapting the Internet Plans
Role of Marketing
Driving Force has changed
IT staff ⇒ Marketing Department
Marketing Staff should fully understand
Full scope of App
Integration with
existing BP
feature and
advantages of
the technology
Business Objective
for the WWW’s use
Adaptable Strategy
in the light of
experience
Various Audiences
Scope of Internet-based Marketing Applications

<중 략>

Technological change
There will be development that will create significant new business opportunities
Keep aware of these developments & their implications
Having a forum that considers these different inputs and an ability to make decisions and implementing change
Adapting the Internet plans
Questions should be asked
objectives
objectives vs expectations
performance factor
reaction from the different target
costs and the resources requirements
choice of technology ; keep or change
technological constraints has changed?
Adapting the Internet plans
Review
the lack of accumulated experience and solid planning data cause a problems
Risk taking

참고 자료

없음