(Research Project) M.B.A.
A newly formed online company, eLegalDoc, is getting ready to launch their ebusiness website. The company provides simple-to-use, customizable, auto-generated, and affordable electronic legal documents over the Internet. As the success of the eLegalDoc website is greatly dependent on the effectiveness of its product positioning and traffic generation, eLegalDoc requires the development of competitive positioning strategies and a marketing strategy and tactics to leverage its business model. This project develops the strategies based on market and competitive analysis. Using these strategies, the author suggests e-marketing tactics to generate costeffective traffic to the eLegalDoc website. In accomplishing this, the first step involves an academic research review of various e-marketing strategies and tactics, including the value bubble model for analyzing e-business websites. The e-marketing strategies include tactics for the following components: website strategies, website design essentials, affiliate programs, banner advertising, email marketing, search engine marketing, search engine optimization, and online trust building.
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