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9

 

 

 

 

Week 3

International * Internet Marketing Intelligence

Knowledge is power --Nam et ipsa scientia potestas est.

          Meditationes Sacræ  De Hæresibus--Francis Bacon

Assignment

Week 3 - Reading = Excerpts from & Updates to:

Internet Marketing Intelligence: Research Tools Techniques & Resources -  Edward Forrest. (McGraw-Hill/ Irwin, 2003)

 On an ol' campus of mine, inscribed above the doorway to the library were the words: “The half of knowledge is knowing where to find knowledge.” Indeed, with the advent of the Internet, this adage never rang truer. Within the past decade the Internet has grown to become the largest repository of human knowledge. Given the present and ever increasing amount of information available on and through the Internet, knowing how and where to find information on the Internet is an essential skill for every information worker. This book is custom tailored for one particular line of information worker—the marketing practitioner.

 The marketing practitioner is charged with the responsibility of obtaining timely and accurate information used to make the critical decisions that determine and orchestrate the marketing mix. Hence, a thorough understanding of the nature and substance of the marketing intelligence available on and through Internet is requisite. This book  illustrates when, where and how the Internet can assist marketing practitioners in their essential tasks of gathering, evaluating and applying personal & marketing intelligence.

When defining the role and scope Internet marketing intelligence, it is necessary to delineate both the research tasks that can be performed as well as research tools that are available on the Internet:

With respect to research tasks, this book documents how the Internet can be used for:

Gathering personal, macro-environmental, consumer and competitor intelligence

Conducting survey and focus-group research

 With respect to research tools, this book overviews the nature and application of:

·        Email, newsgroups, discussion lists  

·        Search engines & metadexes

International Marketing Intelligence

Online Government Resources- .gov's

Online International Organizations- .org's

Commercial Sites- .com's

    Business Customs & Protocol

Academic/University Sites- .edu's

  Mega-link International Marketing Metadexes

   International Organizations & Trade Groups 

International Organizations
 
Regional Trade Groups
 

International Trade

 

Assignment: (due in class- Jan.25th)

Prepare a short power-point presentation for class--delineating the following:

    1) Your course project's purpose & objective(s) & specific question(s) you will address.

    2) The topic's relevance/importance...

    3) The search engines/web-tools/databases & keywords you used

    4) The most useful/valuable websites you visited

    5) The most salient data/information you found

   

Home Intro Globalization International* Internet Marketing Intelligence

Culture* Customs - Marketing Practices

 Political* Legal &  Regulatory Considerations Regional Economic Integration Pricing & Distribution International Marketing Communication Future
Week 1 2 3 4 5 6 7 8 9