Implementation of Digital Marketing and E- commerce Strategy

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Proposed Research Topic: Implementation of digital marketing and E- commerce strategy across global business operations in building materials sector. To recommend and analyse the best approaches for the implementation and to create implementation plan (road map) in the use of E -commerce and digital marketing for the organisation.

Introduction

The term ‘internet’ has achieved successful impact towards marketing and business since the first website (http://info.cern.ch) went live in 1991. Over billions of people now a day’s use internet regularly for their web searches, entertainment, information and more. This changed the behaviour of consumers and the way companies market to both consumers as well as businesses has been changed. To achieve or succeed organisations definitely will need strategists, marketers and agencies with the knowledge of digital media such as web, e-mail, and mobile.

Digital marketing is has very similar meaning to ‘electronic marketing’ it is described as the management and execution of marketing using digital channels such as email, social media, interactive TV, IPTV and wireless media in conjunction with digital data about the customer behaviour and characteristics. E-commerce is the management which includes online sales transactions and non-financial transactions. The aim of the project is to understand the implementation of digital marketing and e-commerce within the construction sector. And to identify best approach and implementation road map for the construction sector organisation.

Organisational context

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... Times Prentice Hall.

Dholakia, N. (2002). Global e-commerce and online marketing. 1st ed. Westport, Conn.: Quorum Books.

Chung-Shing Lee, (2001) "An analytical framework for evaluating e-commerce business models and strategies", Internet Research, Vol. 11 Iss: 4, pp.349 – 359

Anumba, C. and Ruikar, K. (2002). Electronic commerce in construction—trends and prospects. Automation in Construction, 11(3), pp.265--275.

Wong, C. and Sloan, B. (2006). An Empirical Survey of the UK Construction SMEs' E-Procurement Readiness from the E-Legal Aspects. Journal of Construction Research, 7(01n02), pp.81--97.

MacGregor, R. and Vrazalic, L. (2007). E-commerce in regional small to medium enterprises. 1st ed. Hershey, PA: IGI Pub.

Jha, N. (2008). Research methodology. 1st ed. Chandigarh: Abhishek Publications

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