eMarketing eXcellence: Planning and optimising your digital marketing (Emarketing Essentials)

by Dave Chaffey (Author), Dave Chaffey (Author), PR Smith (Author)

• Used

  Paperback
  2008

  $3.25

  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.