eMarketing eXcellence : planning and optimizing your digital marketing
Author(s)
Bibliographic Information
eMarketing eXcellence : planning and optimizing your digital marketing
（E marketing essentials）
Butterworth-Heinemann, 2008
3rd ed
- : pbk
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Note
Includes bibliographical references and index
Description and Table of Contents
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 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.
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
by "Nielsen BookData"
