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Emarketing Excellence Planning and Optimising Your Digital Marketing

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ISBN-10: 0750689455

ISBN-13: 9780750689458

Edition: 3rd 2008 (Revised)

Authors: Dave Chaffey, P. R. Smith

List price: $61.95
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Description:

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 experts, 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. * The best selling practitioner eMarketing book arrives in its third edition - totally revised and enhanced with new features, contemporary examples and up-to-date theory * Each chapter is structured with the following fantastic features: Introduction; Chapter Summary; References; Further Reading; Web Links; Self-test; eMarketing practitioner interviews * This jargon-free, understandable and applicable text is proven to help marketers maximize the potential of online promotion
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Book details

List price: $61.95
Edition: 3rd
Copyright year: 2008
Publisher: Routledge
Publication date: 7/21/2008
Binding: Paperback
Pages: 508
Size: 7.75" wide x 9.75" long x 1.25" tall
Weight: 3.234
Language: English

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

Preface
reface to the second edition
cknowledgements
Introduction to e-marketing
ReMix
E-models
E-customers
E-tools
Site design
Traffic building
E-CRM
E-business
E-planning
Glossary
Index
Please note - each chapter includes: Introduction
Chapter Summary
References
Further Reading
Web Links
Self-test