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| EMARKETING EXCELLENCE
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Planning and optimising your digital marketing
To order this title, and for more information, click here
Third Edition
By
Dave Chaffey, Specialist E-marketing trainer, consultant and author, Derby, UK
PR Smith, Author, adviser, trainer & creator of www.GreatMomentsOfSportsmanship.com
Description
eMarketing eXcellence third edition has been completely revised and updated to help you create effective and up-to-date customer-centric
e-marketing plans.
A hugely successful practical guide to creating and executing e-marketing plans, it combines established approaches
to marketing planning with the creative use of new e-models and e-tools. It is designed to support both marketers who are integrating
e-marketing into their existing marketing and communications strategies and experienced e-marketers looking to optimise their e-marketing.
Written by two highly experienced eMarketing consultants, the book shows you how to:
* Draw up an outline e-marketing plan
* Evaluate
and apply e-marketing principles and models
* Integrate online and offline communications
* Implement customer-driven e-marketing
* Reduce
costly trial and error
* Measure and enhance your e-marketing
* Drive your e-business forward
Established marketing concepts such
as customer relationship management, the marketing mix and widely adopted SOSTAC planning system, are re-examined in the new media
context - and new approaches explained including blogs, search engine marketing, viral marketing and E-CRM.
Offering a highly structured
and accessible guide to a critical and far-reaching subject, eMarketing eXcellence third edition provides a vital reference point for
all students and managers involved in marketing strategy and implementation.
Audience
Primary: Practitioners studying eMarketing courses, including students of CIM and IDM; advanced marketing students on eMarketing modules
Secondary: Specialist web marketers; eMarketing agencies
Contents
Preface; Preface to the second edition; Acknowledgements; Chapter 1: Introduction to e-marketing; Chapter 2: ReMix; Chapter 3: E-models;
Chapter 4: E-customers; Chapter 5: E-tools; Chapter 6: Site design; Chapter 7: Traffic building; Chapter 8: E-CRM; Chapter 9: E-business;
Chapter 10: E-planning; Glossary; Index.
Please note - each chapter includes: Introduction; Chapter Summary; References; Further Reading;
Web Links; Self-test
| Bibliographic details |
Paperback, 528 pages, publication date: MAY-2008
ISBN-13: 978-0-7506-8945-8
Imprint: BUTTERWORTH HEINEMANN
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| Price and Ordering |
Price:
EUR 36.95
USD 43.95
GBP 24.99
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Books and book related electronic products are priced in US dollars (USD), euro (EUR), and Great Britain Pounds (GBP). USD prices apply to the Americas and Asia Pacific. EUR prices apply in Europe and the Middle East. GBP prices apply to the UK and all other countries.
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076/734
Last update: 25 Nov 2009
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