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

• Main Authors: Alexandru CAPATINA, Mourad TOUZANI
• Format: Article
• Language: English
• Published: Dunarea de Jos University of Galati 2011-06-01
• Series: Annals of Dunarea de Jos University. Fascicle I : Economics and Applied Informatics
• Subjects: e-book; Web marketing; On-line media plan; Knowledge-based society
• Online Access: http://www.ann.ugal.ro/eco/Doc2011_2/CapatinaTouzani.pdf

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.