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Proposal For A Step Of Selection Support Of Best Practices For The Piloting Of The E-Marketing Projects

Author

Listed:
  • Sébastien BRUYÈRE

    (groupe HighCo, Marseille, France)

  • Richard SOLER

    (CERE Institut, Marseille, France)

  • Luc QUONIAM

    (Université du Sud Toulon Var, France)

Abstract

With 1.8 billion investments on the web in the first semester of 2008, being 14.7% of publicity investments , E-marketing is a discipline which is in the middle of media strategies. However, the evolutions of internet and of e-marketing tools have developed a discipline becoming increasingly complex to understand.Although there are still many different methods of piloting, essentially based on the measure via the discipline of the Web Analytics, it’s difficult today to predict e-marketing actions to set up to make fluctuate key performance indicators of web site and active e-marketing lever statistic auditing solution. However it is starting from these indicators that success is measured and that the profits of the online activities are maximized. Thus we propose through this article, a method of qualification of the Best Practices in order to assist the online marketers in the choice and the selection of those to improve the performance of a site and associated actions E-Marketing.

Suggested Citation

  • Sébastien BRUYÈRE & Richard SOLER & Luc QUONIAM, 2011. "Proposal For A Step Of Selection Support Of Best Practices For The Piloting Of The E-Marketing Projects," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 19-31, May.
    • Handle: RePEc:aio:manmar:v:ix:y:2011:i:1:p:19-31
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    More about this item

    Keywords

    e-Marketing; best practices; technological watch; innovative indicators; knowledge management; decision making.;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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