EMarketing EXcellence - Planning and Optimising Your Digital Marketing (Paperback, 3rd Revised edition)

"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; and, drive your e-business forward. Established marketing concepts such as customer relationship management, the marketing mix and widely adopted SOSTAC[registered] 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. Learn how to create a digital marketing strategy and get better campaign results. This jargon-free, understandable and applicable text is proven to help marketers maximize the potential of online promotion. Each chapter is structured with the following fantastic features: introduction; chapter summary; references; further reading; web links; self-test; and, eMarketing practitioner interviews.

General

Imprint:	Butterworth-Heinemann
Country of origin:	United Kingdom
Release date:	May 2008
First published:	July 2008
Authors:	Dave Chaffey • Paul Russell Smith
Dimensions:	246 x 192 x 28mm (L x W x T)
Format:	Paperback
Pages:	508
Edition:	3rd Revised edition
ISBN-13:	978-0-7506-8945-8
Categories:	Books > Business & Economics > Business & management > Sales & marketing > General Promotions
LSN:	0-7506-8945-5
Barcode:	9780750689458

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