eMarketing eXcellence : planning and optimizing your digital marketing

著者

• Smith, P. R. (...Paul Russell...)
• Chaffey, Dave
• Chartered Institute of Marketing

書誌事項

eMarketing eXcellence : planning and optimizing your digital marketing

Dave Chaffey and P.R. Smith

（E marketing essentials）

Butterworth-Heinemann, 2008

3rd ed

• : pbk

注記

Includes bibliographical references and index

内容説明・目次

内容説明

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 (R) 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.

目次

• 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

「Nielsen BookData」 より

詳細情報

• NII書誌ID(NCID): BA89432417
• ISBN:
  • 9780750689458
• 出版国コード: uk
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: Oxford
• ページ数/冊数: xviii, 508 p.
• 大きさ: 25 cm
• 分類:
  • DC22 : 658.8002854678
• 件名:
  • LCSH : Internet marketing
• 親書誌ID:
  • BA74658176