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How to Sell (eCommerce) – Marketing and Internet Marketing Strategies

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HowToSell-3DTechniques and actions for a company to develop the sale of the products and services by adapting, where necessary, the production and commercialization to consumer needs.

Marketing is considered as the first creative link that will lead to sales. In an environment increasingly changing, the marketing strategy is mobilized to retain a focused and solvent clients by providing economies of scale necessary for the success of the company. By advertising, marketing can also be used to create a portfolio of new customers without automatically seek a margin in the short term.

The marketing strategy aims to put the company in question in line with the implicit or explicit requirements of the market in which it operates. The foundations of the strategy are to discover and especially to influence the needs of potential customers and identify products and services. Political communication, advertising, promotion and organization of the sale of products is in turn the most visible part of marketing to the general public.

The rise of information technology and communications coupled with changes in consumption patterns (nomadism, mobility …) leads marketers to rethink their campaigns by combining optimally different messages and channels.

CONTENTS:

Marketing
– The revolutions of marketing since 1960
– The four major types of marketing decision
– Marketing issues
– – Marketing issues for the company
– – Marketing issues for consumers
– The branches of marketing
– – Depending on the concerned targeted customers
– – Depending on the tasks performed
– – Depending on the purpose, the chosen vision
– Marketing approach
– – Understanding the consumer
– Marketing strategy
– Marketing mix
– – Product (Product mix)
– – Price
– – Distribution (Place mix)
– – Communication (Promotion mix)
– Business
– – In search of a definition
– – – The company according to the legal approach
– – – The company according to pragmatic point of view of the entrepreneur
– – Purposes
– – – General objectives
– – – Enterprise, competition and competitive situation
– Competitive advantage
– – Issues
– – Characteristics
– – Competitive advantage and competition
– – Competitive advantage and innovation
– Behavioral economics
– – The conceptual bases
– – Observed methods and phenomena
Selling
– Distribution
– – Issues of distribution management
– Retailing
– – Trends in retail
– Economies of agglomeration
– – Regional economics
– – – Agglomeration advantages
– – – Agglomeration disadvantages
– – Study of commerce
– Anchor tenants
– Shelf life
– Shopping
– – Home shopping
– – Shops
– – – Stores
– – – Regulation
– Payments
– – Development factors
– – Payment systems
– – – System of large-value payment
– – – Mass payment system
– – – System of settlement for securities
– – – Developments
– Automated teller machine
– – Use
– – Networks
– – Hardware and software
– – – Reliability
– – – Security
– Credit cards
– – Prepaid credit cards
– – – Origin and development
– – – – Mobile phone
– – – – Electronic money
– – – – Prepaid phone cards
– Consumer theory
– – Function of consumer demand
– – Effects of price changes
– – New approach to consumer theory
– Conceptual framework and basic assumptions of the theory of consumer
– – Ordinal and cardinal utility
– – – Cardinal utility
– – – Ordinal utility
– – – Preferences
– – – Indifference curve
– – – Marginal rate of substitution
– – – Budget constraint
– – – Consumer equilibrium
– – Utility function
– Consumer behavior
– – Types of behavior
– – Scientific influences
– Bandwagon effect
– – Explanations by social pressure
– Impulse purchase
– – Compulsive buying disorder
– Thoughtful purchase
– – Issues using the marketing concept
– – Nature of the thoughtful purchase
– Anti-consumerism
– – Origin
– – Politics and society
– – Conspicuous consumption
– – Criticism
– Consumer
– – For the economist
– – For the marketer
– – For lawyer
– – Consumer behavior
– – The new consumer
– – Rights and responsibilities of consumers
– – Consumer rights
– – The duties of consumers
– – Adulterant
– – – Detection
– – Consumer protection
– Class action
– – Advantages
– – Criticism
– Consumer policy as an essential contribution to Europe 2020
– – European Consumer Centres Network
– – – Context
– – – Objectives
– – – Operation
– – – Stats
– – Building on strong EU consumer protection rules
– – Unfair terms in European Union
– Current problems and future challenges
– – Challenges regarding product, service and food safety
– – Economic and societal change
– – – The digital revolution
– – – Sustainable consumption
– – – Social exclusion, vulnerable consumers and accessibility
– Euro
– – Operation
– – – Issuance and control
e-Commerce
– Different distribution channels for marketing
– – Combined sales for the RIMA method
– – Multichannel sales
– – The difference between e-commerce and e-business
– Environmental impacts and logistical challenges
– Environmental impacts and logistical challenges
– Implementation
– – Technical specifications
– – Delegated e-commerce
– – Measuring the volume of e-commerce
– Security responsibility of the seller and legal aspects
– e-Commerce in the European Union
– – Regulations and official sources on e-commerce
– – Cross-border e-commerce within the European Union
– Mobile commerce
– – m-Commerce in society
– – Mobile commerce in the European Union
– – The attraction of m-commerce
– – Available products and services
– Social commerce
– – Evolution of social commerce
– – Facebook Commerce (f-Commerce)
– – Twitter Commerce (t-Commerce)
– – Comparing products and prices
– – The “6 C’s” of social commerce
Advertising
– Advertising chain
– – Advertisers
– Major players in advertising
– Media and advertising approaches
– – Media advertising
– – Non-media advertising
– Economics of advertising
– – Economic weight
– – Impact
– – Efficiency
– Advertising campaigns
– – Creative working plan
– – Argumentation message
– – Media plan
– Native advertising
– – The main principles of native advertising
– – Opportunities and threats
– – Huge growth expectation
– – Advantages
Internet marketing
– Online marketing
– – Websites
– – Banner advertising
– – Video advertising
– – Search engine marketing
– – e-Mail marketing
– – Affiliate marketing
– – Social media marketing
– Inbound marketing
– Content marketing
– – Advantages and disadvantages of the use of content marketing
– – – Advantages
– – – Disadvantages
– – How does content marketing work?
– – What does your content marketing strategy entail?
– – Types of contents in a content marketing strategy
– – – Photographs
– – – Videos
– – – Tutorials
– – – Infographics
– – – Mobile apps
– User-generated content
– – Crowdsourcing
– – – Ethical, limitations, and controversies
– – – Economics of crowdsourcing
– Search Engine Marketing
– – SEM objective
– – Criticism
– – Paid inclusion
– Web indexing
– – Indexing a product or service
– – – Indexing of products
– – – Indexing providers
– – Web indexing
– – – Organic indexing
– – – Local indexing
– – – Indexing on directories
– – – Paid search
– – – Social referencing
– Local indexing
– – Advantages
– – Main local indexing platforms
– – – Google My Business
– – – Bing Business Portal
– – – Yellow Pages
– – – Foursquare
– Search engine optimization
– – Organic search results
– – Link analysis
– – White hat and Black hat techniques
– – The selection of keywords
– – Current technology and SEO
– – Fight against spamdexing
– – SEO blogosphere
– – How to SEO
– – – On-page optimization
– – – Off-page optimization
– – Academic Search Engine Optimization
– – Ethical rules
– – Link pyramid
– – Technical limits
– Social marketing
– – Making the case for social marketing
– – – End-user driven
– – – A focus on longer term behavior change and relationship building
– – – Transparent and measurable objectives
– – – A full intervention mix
– – – Behavior change intervention insights from social marketing research – selected examples
– – – What social marketing is not
– – What are the key social marketing concepts and principles?
– – – Key concept 1: Insight
– – – Key concept 2: Exchange
– – – Key concept 3: Competition
– – – Key concept 4: Behavior – behavior theory and behavioral goals
– – – Key concept 5: Audience segmentation
– – – Key concept 6: Method mix
– – The 4 Ps
– – When should social marketing be used?
– – – Ethical guidelines
– – – Applying social marketing principles- the role of managers, policy makers and practitioners
– – Applying social marketing principles
– – Step 1: Scope
– – Step 2: Test
– – Step 3: Enact
– – Step 4: Learn and act
– Social Media Optimization
– – Optimization techniques
– – Optimization strategies
– – – Blogging strategy
– – The origins
– – Spam
– – Advantage
– – Risks
– Affiliate marketing
– Google AdSense
– – AdSense for Search
– – Origin of ads
– – Contextual ads
– – Limitations
– – Google Ad Manager
– Marketing 2.0
– – Exploitation of Web 2.0 tools
– – Development of a new marketing
– Growth hacking
Internet advertising
– Pricing models
– Web banners
– – IAB Standard Banners
– Search Engine Advertising
– Google AdWords
– – Operation
– – Ads and Gmail
– – How to block AdWords ads
– – How to be aware of AdWords ads
– Sponsored links
– – The basic principles of sponsored links
– – – The billing system: PPC
– – – Buying keywords auction
– – The optimization strategies of PPC campaigns
– – – The keyword selection
– – – The ad title
– – – The description of the ad
– – – Adapt ads based on used keywords
– – – The displayed URL
– – – Redirect URLs
Reputation management
– Key drivers of online reputation
– – Consumers
– – Institutional sites
– – The major media sites
– – Forums
– – Blogs
– – Social networks
– – News aggregators
– – Free comments on social networking sites
– – Internally
– – Partners
– – Video or photo platforms
– – Wikis
– Marketing of online reputation
– – e-Marketing
– – Professions for online reputation
– – Insurance of online reputation
– – Marketing and communication strategies
– Impact and management of online reputation
– – For individuals
– – Insurance advertising
– – For professionals
– – Prevention
– – Actions
– – Tools
– – The risk
Web analytics
– Key indicators
– Web analytics technologies
– – Site-centric analysis
– – User-centric analysis
– – “Hybrid” mixed methods
– – Other methods
– Definitions and vocabulary
References
About the author
– Nicolae Sfetcu
– – By the same author
– – Contact
Publishing House
– MultiMedia Publishing

MultiMedia Publishing House Edition: https://www.setthings.com/en/e-books/how-to-sell-ecommerce-marketing-and-internet-marketing-strategies/
– e-Book: EPUB (ISBN 978-606-9041-99-4), Kindle (ISBN 978-606-033-001-1), PDF (ISBN 978-606-033-000-4)
Publication Date: October 18, 2015

PREVIEW: https://www.setthings.com/wp-content/uploads/2015/10/HowToSell-Preview.pdf

Amazon (Print, Kindle) https://www.amazon.com/dp/1518684807/
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