eMarketing eXcellence: the heart of eBusiness second edition has been completely revised and updated to help you create effective customer-centric e-marketing plans.
A 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 you e-business forward
Established marketing concepts such as customer relationship management, the marketing mix and the widely adopted SOSTAC planning system, are re-examined in the new media context-and new approaces explained including blogs, search engine marketing, viral marketing and E-CRM.
Offering a hightly structured and accessible guide to a critical and far-reaching subject, eMarketing eXcellecnce: the heart of eBusiness second edition provides a vital reference point for all students and managers involoved in marketing strategy and implementation.
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
"eMarketing eXcellence successfully combines breadth of subject matter wit a depth that gives the reader more than a superficial understanding of the issues. Smith and Chaffey have also broken down the subject into the type of granular level that should allow busy marketing managers to find exactly what they need in the few moments that they have in the working environments."
--Danny Meadows--Klue, President of Interactive Advertisign Bureau (Europe)--