eMarketing eXcellence

Overview

'eMarketing eXcellence' offers an exciting new approach to help you build a customer-driven e-business. As the core text for the CIM's E-marketing award, the book offers a highly structured and accessible guide to a critical subject, providing a useful reference point for all students and managers involved in marketing strategy and implementation.

A practical guide to creating and executing e-marketing plans, this book combines established approaches to marketing planning with the creative use of new e-models and...

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eMarketing eXcellence

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Overview

'eMarketing eXcellence' offers an exciting new approach to help you build a customer-driven e-business. As the core text for the CIM's E-marketing award, the book offers a highly structured and accessible guide to a critical subject, providing a useful reference point for all students and managers involved in marketing strategy and implementation.

A practical guide to creating and executing e-marketing plans, this book 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.

The book shows how to:
· Draw up an outline e-marketing plan
· Evaluate and apply e-marketing principles & 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

As the core text for the CIM's new professional E-marketing Award, it provides comprehensive, critical coverage of the key areas of e-marketing planning for marketing professionals. Established marketing concepts such as customer relationship management, the marketing mix and the widely adopted SOSTAC® planning system, are re-examined in the new media context - and new approaches are defined, including business models, traffic building and web site design.

A highly practical user focused introduction The most highly regarded author team in this new field The core text for the CIM's E-marketing award

Audience: This is the dedicated work-book for the new CIM e-marketing award. Also applicable for: professionals in maketing via CIM Direct and BH lists, introductory vocational courses such as CAM etc, academic marketing options at both undergraduate and MBA level internationally.

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Product Details

  • ISBN-13: 9780750653350
  • Publisher: Taylor & Francis
  • Publication date: 7/28/2002
  • Series: Emarketing Essentials Series
  • Edition description: Older Edition
  • Edition number: 1
  • Pages: 360

Meet the Author

A leading internet marketing consultant, trainer and author. Recognised by the CIM as one of 50 gurus who have shaped the future of marketing, Dave is an examiner on the CIM e-Marketing Award and course director for CIM e-marketing workshops since 1997. He is the managing director of Marketing Insights Limited and also lectures in e-business at the Universities of Cranfield, Leeds and Warwick.

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Table of Contents

Preface
Acknowledgements
Ch. 1 Introduction to e-marketing 1
Ch. 2 ReMix 32
Ch. 3 E-models 65
Ch. 4 E-customers 94
Ch. 5 E-tools 130
Ch. 6 Site design 160
Ch. 7 Traffic building 195
Ch. 8 E-CRM 229
Ch. 9 E-business 259
Ch. 10 E-planning 291
Glossary 325
Index 335
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