Understanding E-Marketing Strategies

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Author(s): María de la Soledad Zapata Agüera (Universidad Politécnica de Cartagena, Spain)
Copyright: 2019
Pages: 35
Source title: Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy
Source Author(s)/Editor(s): Luísa Cagica Carvalho (Universidade Aberta, Portugal & Universidade de Évora, Portugal) and Pedro Isaías (University of Queensland, Australia)
DOI: 10.4018/978-1-5225-6307-5.ch017

Keywords: Business & Management / Business Science Reference / Entrepreneurship / Marketing

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Abstract

Using digital channels allows you to transcend traditional constraints such a geography and time zones to connect with a much wider audience. For this author, e-marketing is important because the market is global and wider, and it is necessary to be able to reach a segment with precision using the digital marketing that gives us this option. The purpose of this chapter is to explain in a simple way the strategies related to e-marketing, both research, segmentation, targeting, and product positioning. All the contents are explained with examples that are easily understandable.

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