Emarketing Excellence Planning and Optimising Your Digital Marketing

ISBN-10: 0415533376

ISBN-13: 9780415533379

Edition: 4th 2013 (Revised)

List price: $43.99 Buy it from $19.95
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Description:

Now in its fourth edition, the hugely successful eMarketing eXcellenceis fully updated, keeping you in line with the changes in this dynamic and exciting field and helping you create effective and up-to-date customer-centric e-marketing plans. A 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. This new edition seamlessly integrates social media technology like Facebook check-in, social networking, tablets and mobile applications into the mix, demonstrating how these new ways to reach customers can be integrated into your marketing plans. It also includes brand new sections on online marketing legislation and QR codes, plus an expanded section on email marketing, the most commonly used e-marketing tool. Offering a highly structured and accessible guide to a critical and far-reaching subject, eMarketing eXcellencefourth edition provides a vital reference point for all students of business or marketing and marketers and e-marketers involved in marketing strategy and implementation and who want a thorough yet practical grounding in e-marketing.
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Book details

List price: $43.99
Edition: 4th
Copyright year: 2013
Publisher: Taylor & Francis Group
Publication date: 12/4/2012
Binding: Paperback
Pages: 616
Size: 7.25" wide x 9.50" long x 1.25" tall
Weight: 1.034
Language: English

Dave Chaffey is an e-business consultant and visiting lecturer on e-business courses at Warwick University and Cranfield School of Management.

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