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Development of a Web Marketing Plan for an e-Book – Challenges and Opportunities

Author

Listed:
  • Alexandru CAPATINA

    (Dunarea de Jos University of Galati, Romania)

  • Mourad TOUZANI

    (Institut Supérieur de Gestion de Tunis, Tunisie)

Abstract

In this paper, we emphasize the benefits of e-books for the customers who are looking for international availability, acquisitions in real time, competitive prices and social responsibility from the part of the publishers; our most important contribution characterized by originality is the design of a web marketing plan model for e-books selling process, structured in the following sections: search of the specialized websites, characterized by a high traffic, where the potential customers of the e-books (the readers) can be found, targeting the websites which sell e-books, design of the website dedicated to the e-book selling process, attraction of the potential customers using a free trial version of the e-book; implementation of the on-line media plan, promotion of the e-book within social networks and specialized forums and analysis of the indicators associated to the on-line media plan in order to assess the web marketing strategy

Suggested Citation

  • Alexandru CAPATINA & Mourad TOUZANI, 2011. "Development of a Web Marketing Plan for an e-Book – Challenges and Opportunities," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 2, pages 27-30.
    • Handle: RePEc:ddj:fseeai:y:2011:i:2:p:27-30
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    File URL: http://www.ann.ugal.ro/eco/Doc2011_2/CapatinaTouzani.pdf
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    Citations

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    Cited by:

    1. Geanina COLAN & Sofia TOTOLICI, 2014. "Permanent Training Of Adults Within Globalization Framework," Risk in Contemporary Economy, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, pages 183-188.

    More about this item

    Keywords

    e-book; Web marketing; On-line media plan; Knowledge-based society;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management

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