Thesis - Online Marketing Handbook for Emerging Jewelry Importer: Case Divina Katalina - ID:04349 - Volum 73 pagini
Categoria : Management
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1 INTRODUCTION ........6
1.1 Introduction of the Case Company South America Business Solutions Ltd and Its Brand Divina Katalina.......6
1.2 Research Issues and the Purpose of the Thesis....................................................7
1.3 Research Methods................................................................................................8
1.4 Structure of the Thesis ......................................................................................... 8
2 ONLINE MARKETING ........................................................................................... 10
2.1 Definition and Brief History of the Internet ...................................................... 10
2.2 Definition and Brief History of Online Marketing ............................................ 11
2.3 Online Marketing Strategy.................................................................................12
2.3.1 The Marketing Mix ................................................................................. 13
3 ONLINE MARKETING BENEFITS...............................................................16
3.1 The 5 Ss of Online Marketing............................................................................ 16
3.2 Additional Benefits ............................................................................................ 17
4 INTRODUCTION TO ONLINE MARKETING COMMUNICATIONS................ 18
4.1 Content Is the Key ............................................................................................. 18
4.2 Social Media ...................................................................................................... 20
4.2.1 Facebook ................................................................................................. 21
4.2.2 Pinterest ................................................................................................... 23
4.2.3 Twitter ..................................................................................................... 25
4.2.4 YouTube.................................................................................................. 27
4.2.5 LinkedIn .................................................................................................. 29
4.3 Search Engine Optimization (SEO) ................................................................... 30
4.3.1 PPC.......................................................................................................... 35
4.4 Email Marketing ................................................................................................ 38
5 FINDINGS ....................................................................................................41
5.1 Divina Katalina & Content ................................................................................ 41
5.2 Divina Katalina & Social Media ........................................................................ 51
5.2.1 Divina Katalina & Facebook................................................................... 51
5.2.2 Divina Katalina & Pinterest .................................................................... 55
5.2.3 Divina Katalina & Twitter ...................................................................... 57
5.2.4 Divina Katalina & YouTube ................................................................... 58
5.2.5 Divina Katalina & LinkedIn.................................................................... 60
5.3 Divina Katalina & SEO ..................................................................................... 61
5.4 Divina Katalina & Email Marketing .................................................................. 64
6 CONCLUSIONS & DISCUSSION ............................................................67
REFERENCES...................................................................................................69
1.1 Introduction of the Case Company South America Business Solutions Ltd and Its Brand Divina Katalina.......6
1.2 Research Issues and the Purpose of the Thesis....................................................7
1.3 Research Methods................................................................................................8
1.4 Structure of the Thesis ......................................................................................... 8
2 ONLINE MARKETING ........................................................................................... 10
2.1 Definition and Brief History of the Internet ...................................................... 10
2.2 Definition and Brief History of Online Marketing ............................................ 11
2.3 Online Marketing Strategy.................................................................................12
2.3.1 The Marketing Mix ................................................................................. 13
3 ONLINE MARKETING BENEFITS...............................................................16
3.1 The 5 Ss of Online Marketing............................................................................ 16
3.2 Additional Benefits ............................................................................................ 17
4 INTRODUCTION TO ONLINE MARKETING COMMUNICATIONS................ 18
4.1 Content Is the Key ............................................................................................. 18
4.2 Social Media ...................................................................................................... 20
4.2.1 Facebook ................................................................................................. 21
4.2.2 Pinterest ................................................................................................... 23
4.2.3 Twitter ..................................................................................................... 25
4.2.4 YouTube.................................................................................................. 27
4.2.5 LinkedIn .................................................................................................. 29
4.3 Search Engine Optimization (SEO) ................................................................... 30
4.3.1 PPC.......................................................................................................... 35
4.4 Email Marketing ................................................................................................ 38
5 FINDINGS ....................................................................................................41
5.1 Divina Katalina & Content ................................................................................ 41
5.2 Divina Katalina & Social Media ........................................................................ 51
5.2.1 Divina Katalina & Facebook................................................................... 51
5.2.2 Divina Katalina & Pinterest .................................................................... 55
5.2.3 Divina Katalina & Twitter ...................................................................... 57
5.2.4 Divina Katalina & YouTube ................................................................... 58
5.2.5 Divina Katalina & LinkedIn.................................................................... 60
5.3 Divina Katalina & SEO ..................................................................................... 61
5.4 Divina Katalina & Email Marketing .................................................................. 64
6 CONCLUSIONS & DISCUSSION ............................................................67
REFERENCES...................................................................................................69
