272 ◾ Implementing SAP
®
CRM
9.2.2.1 SAP E-Marketing
E-Marketing allows companies to target customers and prospects with personalized, relevant
oers. E-Marketing supports demand generation through targeted marketing campaigns, catalog
management for products, and personalized oers and recommendations. Doing business on the
Internet still requires companies to follow the standard business processes of marketing, selling,
providing service, and analyzing data. To sell something, companies typically have to generate
demand and inform potential customers about their product or services. After a customer or
prospect is interested, the company needs to provide the customer with an organized catalog of
products and services so that the customer ca ...