The development of a Web Marketing Plan in a Business - to - Business Company: B.L.S. Consulting case.

The aim of this essay is to draft a Web Marketing Plan that should be embedded into the growing strategy of a small IT company that operates into the Italian Business-to-business market. The essay will review marketing tools and procedures that are currently used and recommended by marketing professionals, analysing the best ones to introduce in the specific case. The implementation of these tools and procedures will either be suggested or discouraged, according to the specific requirements of the market, the company and the strategy. In particular, the study will investigate the implementation of SEM Marketing, Social Media Marketing, Content Marketing and Pay-per-Click (PPC) strategy. The essay will also include an analysis of these tools and procedures through the lenses of the Relationship Marketing theory applied to the Business-to-business marketing and the WEB marketing