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

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 online media plan in order to assess the web marketing strategy.