Finding the Proper E-Marketing Strategy for a Mental Wellness Institute

The purpose of this research is to develop an e-marketing strategy for a mental wellness institute, which has not yet determined a concrete strategy. The fact that the company is based in Spain, in a period of economic recession, makes for an altered approach. In this research a new e-marketing development model was developed, the four phases of this model are aimed at analyzing the internal and external environments of the company, providing information, which forms the basis for further strategy development. Ultimately the model leads to the development of a mission statement, a vision, the positioning and a new e-marketing strategy.