Emerging Business Online: Global Markets and the Power of B2B Internet Marketing

9. Marketing Operations (mops)

Upon completion of this chapter, you should be able to

• Describe the function of marketing operations

• Link mops to feeding the dashboard—closing the loop

• Understand the key role of mops in your marketing campaign

• Understand how to use a budget planning online tool

• Recognize the importance of an online brief

• Identify challenges with database management

• Discover how to test campaigns

• Distinguish trackable versus non-trackable aspects of your marketing

• Understand how to use ebocodes to track responses in CI

• Start planning how you to execute, track, and measure your next integrated localized campaign in an EM and measure ROMI

• Discover how to close the loop

Figure 9.1 shows the ebocube model with ...