E-Marketing

Paper Summary:

This paper examines how e-marketing has become an essential part of the marketing strategies for corporations around the globe and how organizations must find innovative ways to market their products through the technologies of the 21st century. It discusses the integration of e-marketing strategies into the overall marketing plan of Dresser-Rand which sells parts and energy solutions for the compressor industry. It focuses on understanding e-marketing and looks at how segmentation and positioning strategies will affect the marketing and media mix.

Outline
Introduction
Dresser-Rand
Understanding E-Marketing
Segmentation and Positioning Strategies
Affect of Segmentation and Positioning Strategies on the Marketing and Media Mix
Conclusion

From the Paper:

"Segmentation and Positioning can prove to be beneficial to the marketing and media mix for Dresser-Rand. The segmentation and positioning strategies of the company will still allow them to use the traditional forms of marketing and media promotions. However these strategies and the nature of the Internet in general may create shorter product life cycles. According to Frost and Strauss (2000) product life cycles occur because of the increased level of global competition that now exists because of the Internet. Product life cycles are also decreased because of the current pace in the development of various technological advancements. "

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