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| List of figures | |
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| List of tables | |
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| Preface | |
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| Acknowledgements | |
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| Introduction to e-marketing | |
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| Introduction | |
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| Situation - the connected world | |
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| Situation - B2C, B2B, C2B and C2C | |
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| Situation - e-definitions | |
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| Situation - sloppy e-marketing | |
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| Objectives | |
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| Objective - sell - using the Internet as a sales tool | |
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| Objective - serve - using the Internet as a customer-service tool | |
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| Objective - speak - using the Internet as a communications tool | |
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| Objective - save - using the Internet for cost reduction | |
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| Objective - sizzle - using the Internet as a brand-building tool | |
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| Introduction to e-strategy objectives | |
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| Tactics, action and control | |
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| Remix | |
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| Introduction to remix | |
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| What is the marketing mix? | |
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| Beyond the mix | |
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| The mix is morphing | |
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| Product | |
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| Price | |
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| Place | |
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| Promotion | |
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| People | |
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| Physical evidence | |
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| Process | |
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| An extra 'P'- partnerships | |
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| E-models | |
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| Introduction to e-models | |
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| Online revenue models | |
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| Intermediary models | |
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| Attribution models | |
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| Communications models | |
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| Customer information processing models | |
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| Customer buying models | |
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| Loyalty models | |
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| Social media models | |
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| Social business models and the Ladder of Engagement | |
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| E-customers | |
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| Introduction to e-customers | |
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| Motivations | |
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| Expectations | |
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| Fears and phobias | |
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| Online information processing | |
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| The online buying process | |
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| Online relationships and loyalty | |
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| Communities and social networks | |
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| Customer profiles | |
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| Researching the online customer | |
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| The post-literate customer | |
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| Social media marketing | |
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| What is social media marketing and why is it important? | |
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| Benchmarking and setting goals for social media marketing | |
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| Create strategy and plan to manage social media | |
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| Social listening and online reputation management | |
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| Develop the content marketing and engagement strategy for your brand | |
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| Define social media communications strategy | |
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| Define approaches for the core social media platforms | |
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| Social media optimization (SMO) | |
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| Site design | |
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| Introduction to site design | |
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| Integrated design | |
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| Online value proposition | |
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| Customer orientation | |
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| Dynamic design and personalization | |
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| Aesthetics | |
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| Page design | |
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| Content strategy and copywriting | |
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| Navigation and structure | |
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| Interaction | |
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| Mobile site design | |
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| Traffic building | |
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| Introduction to traffic building | |
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| Search engine marketing | |
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| Online PR | |
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| Online partnerships | |
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| Interactive advertising | |
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| Opt-in email | |
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| Viral marketing | |
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| Offline traffic building | |
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| e-CRM | |
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| Introduction to e-CRM | |
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| Introduction to relationship marketing | |
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| Database marketing | |
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| e-CRM | |
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| Profiling | |
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| Personalization | |
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| Email marketing | |
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| Control issues | |
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| Cleaning the database | |
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| Making it happen | |
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| Managing digital marketing | |
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| Introduction | |
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| Transformation to e-business | |
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| Creating the social business through implementing social CRM | |
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| The endless journey - reviewing digital marketing capabilities | |
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| Budgeting for digital marketing | |
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| Making the business case for e-marketing investment | |
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| Selecting the right suppliers for digital marketing | |
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| Change management for digital transformation | |
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| Measuring and optimizing digital marketing with digital analytics | |
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| Automation | |
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| Implementing new systems | |
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| Managing data quality | |
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| E-business security | |
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| E-planning | |
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| Introduction to e-marketing planning | |
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| Situation analysis | |
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| Objectives | |
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| Strategy | |
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| Tactics | |
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| Actions | |
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| Control | |
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| The 3Ms resources: 'men', money and minutes | |
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| Glossary | |
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| Index | |