eMarketing eXcellence: Planning and optimising your digital marketing / Edition 3

eMarketing eXcellence: Planning and optimising your digital marketing / Edition 3

by PR Smith, Dave Chaffey
     
 

ISBN-10: 0750689455

ISBN-13: 9780750689458

Pub. Date: 07/21/2008

Publisher: Taylor & Francis

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…  See more details below

Overview

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.

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Product Details

ISBN-13:
9780750689458
Publisher:
Taylor & Francis
Publication date:
07/21/2008
Series:
Emarketing Essentials Series
Edition description:
Older Edition
Pages:
528
Product dimensions:
7.60(w) x 9.60(h) x 1.30(d)

Table of 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

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