×

Uh-oh, it looks like your Internet Explorer is out of date.

For a better shopping experience, please upgrade now.

Emarketing Excellence / Edition 2
     

Emarketing Excellence / Edition 2

by PR Smith, Dave Chaffey
 

ISBN-10: 0750663596

ISBN-13: 9780750663595

Pub. Date: 05/28/2005

Publisher: Taylor & Francis

As with the rest of the Emarketing Essentials series, the key features of Emarketing Excellence are that it is:

• Applied - Based on the CIM E-Marketing Award but giving in-depth insights that can be applied by readers to their organisation.
• Practical - case studies from B2C, B2B, NfP, large and small organisations as practical. UK and

Overview

As with the rest of the Emarketing Essentials series, the key features of Emarketing Excellence are that it is:

• Applied - Based on the CIM E-Marketing Award but giving in-depth insights that can be applied by readers to their organisation.
• Practical - case studies from B2C, B2B, NfP, large and small organisations as practical. UK and European emphasis.
• Balanced - insights based on industry research, reports and some academic work where appropriate. Also a range of viewpoints - not just the author's view, but also other leading opinion formers.
• Dynamic - content is bang up-to-date and with web links for every chapter showing readers where they can go to stay up-to-date
• Accessible - Relevant to all marketers whether specialising in e-marketing or marketing managers or marketing assistants looking to work smarter.
• Successful- The first ed has sold 3,700 copies

• Provides guidance on how to write, edit and publish more effective content for the online readership
• Addresses B2B issues as well as B2C
• Set out in a clearly structured style to ensure the points being made are easily accessible

Product Details

ISBN-13:
9780750663595
Publisher:
Taylor & Francis
Publication date:
05/28/2005
Series:
Emarketing Essentials
Edition description:
REV
Pages:
360
Product dimensions:
7.48(w) x 9.20(h) x 0.94(d)

Related Subjects

Table of Contents

Prefacexi
Preface to the second editionxvii
Acknowledgementsxix
Chapter 1Introduction to e-marketing1
1.1Introduction3
1.2Situation - the wired-up world4
1.3Situation - B2C, B2B, C2B and C2C7
1.4Situation - e-definitions11
1.5Situation - sloppy e-marketing16
1.6Objectives18
1.7Objective - Sell - using the Internet as a sales tool19
1.8Objective - Serve - using the Internet as a customer-service tool22
1.9Objective - Speak - using the Internet as a communications tool24
1.10Objective - Save - using the Internet for cost-reduction26
1.11Objective - Sizzle - using the Internet as a brand-building tool27
1.12Introduction to e-strategy29
1.13Tactics, actions and control31
Chapter summary32
References33
Further reading33
Web links34
Self-test34
Chapter 2ReMix35
2.1Introduction to ReMix37
2.2What is the marketing mix?38
2.3Beyond the mix41
2.4Product42
2.5Price47
2.6Place51
2.7Promotion53
2.8People58
2.9Physical evidence61
2.10Process63
2.11An extra 'P', partnerships65
Chapter summary66
References67
Further reading68
Self-test68
Chapter 3E-models69
3.1Introduction to e-models71
3.2New models required73
3.3E-business models - value chains74
3.4E-business models - production models77
3.5E-business models - e-procurement80
3.6E-business models - distribution models83
3.7Communications models86
3.8Costomer buying models90
3.9Customer information processing92
3.10Loyalty models93
Chapter summary95
References96
Further reading97
Web links97
Self-test97
Chapter 4E-customers98
4.1Introduction to e-customers100
4.2Motivations101
4.3Expectations106
4.4Fears and phobias109
4.5The online buying process111
4.6Online information processing115
4.7Online relationships and loyalty117
4.8Communities121
4.9Customer profiles125
4.10Researching the online customer128
4.11The post-PC customer133
Chapter summary135
References135
Further reading136
Web links136
Self-test137
Chapter 5E-tools138
5.1Introduction to e-tools140
5.2Interactive digital TV141
5.3Digital radio146
5.4Mobile (wireless) devices149
5.5Interactive self-service kiosks154
5.6CD-ROMs, DVDs and interactive business cards156
5.7Miscellaneous tools158
5.8Repurposing content160
5.9Convergence161
5.10Integrated campaigns163
Chapter summary166
References167
Further reading167
Web links167
Self-test168
Chapter 6Site design169
6.1Introduction to web site design171
6.2Integrated design177
6.3Online value proposition179
6.4Customer orientation182
6.5Dynamic design and personalization187
6.6Aesthetics190
6.7Page design193
6.8Copywriting197
6.9Navigation and structure199
6.10Interaction204
Chapter summary208
References209
Further reading209
Web links210
Self-test210
Chapter 7Traffic building211
7.1Introduction to traffic building213
7.2Search engine marketing216
7.3Online PR228
7.4Online partnerships232
7.5Interactive advertising236
7.6Opt-in e-mail240
7.7Viral marketing243
7.8Offline traffic building245
7.9Control247
7.10Resourcing251
Chapter summary254
References254
Further reading255
Web links255
Self-test256
Chapter 8E-CRM257
8.1Introduction to CRM259
8.2Introduction to relationship marketing260
8.3Database marketing266
8.4E-CRM268
8.5Profiling272
8.6Personalization275
8.7Incoming e-mails278
8.8Control issues279
8.9Cleaning the database280
8.10Making it happen282
Chapter summary284
References285
Further reading286
Web links286
Self-test287
Chapter 9E-business288
9.1Introduction to e-business290
9.2E-business architecture292
9.3An e-business value framework294
9.4Buy-side applications298
9.5In-side applications301
9.6Sell-side applications303
9.7Creating the e-business304
9.8E-business security307
9.9E-business success criteria310
9.10Why did the dotcoms become dot-bombs?313
Chapter summary316
References317
Further reading317
Web links318
Self-test318
Chapter 10E-planning319
10.1Introduction to e-marketing planning321
10.2Situation analysis324
10.3Objectives329
10.4Strategy331
10.5Tactics338
10.6Actions341
10.7Control344
10.8Resources: men, money and minutes348
Chapter summary351
References352
Further reading353
Web links353
Self-test353
Glossary355
Index369

Customer Reviews

Average Review:

Post to your social network

     

Most Helpful Customer Reviews

See all customer reviews