Emarketing Excellence: The Heart of Ebusiness

by P.R. Smith, Dave Chaffey

'eMarketing eXcellence' offers an exciting new approach to help you build a customer-driven e-business. As the core text for the CIM's new E-marketing award, the book offers a highly structured and accessible guide to a critical subject, providing a useful reference point for all students and managers involved in marketing strategy and implementation.A practical guide to creating and executing e-marketing plans, this book 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.The book shows how · Draw up an outline e-marketing plan· Evaluate and apply e-marketing principles & 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 forwardAs the core text for the CIM’s new professional E-marketing Award, it provides comprehensive, critical coverage of the key areas of e-marketing planning for marketing professionals. 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 approaches are defined, including business models, traffic building and web site design.

360 pages, Paperback

First published December 26, 2001

Reviews

[Vadimas · Rating 5 out of 5]

I have read this book as a part of my Strategic Online Marketing course. A wonderful, compelling and well researched material. Full of useful tips, links and references. Masterfully balanced theory and practice, so rarely found in text books. On the top of things, it is a very easy read - a must have for any marketing practitioner!