- Paperback: 360 pages
- Publisher: A Butterworth-Heinemann Title; 2 edition (8 July 2005)
- Language English
- ISBN-10: 0750663596
- ISBN-13: 978-0750663595
- Product Dimensions: 24 x 19.2 x 2.2 cm
- Average Customer Review: 4.4 out of 5 stars See all reviews (5 customer reviews)
- Amazon Bestsellers Rank: 430,502 in Books (See Top 100 in Books)
- See Complete Table of Contents
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More About the Author
Product Description
Product Description
As with the rest of the Emarketing Essentials series, the key features of Emarketing Excellence are that it is:
* Applied - Based on the CIM E-Marketing Award but giving in-depth insights that can be applied by readers to their organisation.
* Practical - case studies from B2C, B2B, NfP, large and small organisations as practical. UK and European emphasis.
* Balanced - insights based on industry research, reports and some academic work where appropriate. Also a range of viewpoints - not just the author's view, but also other leading opinion formers.
* Dynamic - content is bang up-to-date and with web links for every chapter showing readers where they can go to stay up-to-date
* Accessible - Relevant to all marketers whether specialising in e-marketing or marketing managers or marketing assistants looking to work smarter.
* Successful- The first ed has sold 3,700 copies
* Provides guidance on how to write, edit and publish more effective content for the online readership
* Addresses B2B issues as well as B2C
* Set out in a clearly structured style to ensure the points being made are easily accessible
* Applied - Based on the CIM E-Marketing Award but giving in-depth insights that can be applied by readers to their organisation.
* Practical - case studies from B2C, B2B, NfP, large and small organisations as practical. UK and European emphasis.
* Balanced - insights based on industry research, reports and some academic work where appropriate. Also a range of viewpoints - not just the author's view, but also other leading opinion formers.
* Dynamic - content is bang up-to-date and with web links for every chapter showing readers where they can go to stay up-to-date
* Accessible - Relevant to all marketers whether specialising in e-marketing or marketing managers or marketing assistants looking to work smarter.
* Successful- The first ed has sold 3,700 copies
* Provides guidance on how to write, edit and publish more effective content for the online readership
* Addresses B2B issues as well as B2C
* Set out in a clearly structured style to ensure the points being made are easily accessible
About the Author
A leading internet marketing consultant, trainer and author. Recognised by the CIM as one of 50 gurus who have shaped the future of marketing, Dave is an examiner on the CIM e-Marketing Award and course director for CIM e-marketing workshops since 1997. He is the managing director of Marketing Insights Limited and also lectures in e-business at the Universities of Cranfield, Leeds and Warwick.
Inside This Book
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First Sentence
This chapter introduces you to the world of e-marketing; its background and its benefits. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index
This chapter introduces you to the world of e-marketing; its background and its benefits. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index
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Customer Reviews
Most Helpful Customer Reviews
48 of 51 people found the following review helpful
Format:Paperback
At last, a book I can get my teeth into. This book reminds me very much of the weighty tomes I ploughed through eight or nine years ago when I was hungry to soak up everything ever published about Database Marketing. Recently, I have read a dozen books looking for this one. The rest were all re-hashes of what I already knew or had deducted, and everything seemed to be well past its sell-by date. This is different.
This book is dense, crammed with evidence and the best part - structure! The authors, Smith and Chaffey, certainly know their Marketing onions and have thoughtfully applied this crazy new world of e to the established disciplines that marketers have grown up with - the marketing Mix, the 4Ps, the 7Ps, SOSTAC, the 5Is, the top 10 communications tools, etc.
A solid blend of evidence, industry comment, quotations and process structuring, make this book a must-have for other professionals who, like me, are hungry for direction and fact in this bonkers e-marketing rave.
My advice is to read it twice. The first time you will gobble it up and get a headache - indigestion. The second time you will scoop up what you need and build yourself a decent e-marketing plan that will stand the test of time and doubtless become your Marketing Department's pole star.
If you don't read this book - you are still in the dark when it comes to eMarketing. 323 pages set to change your life. If you are looking fo a quick-fix however, this one may be over your head.
8 of 8 people found the following review helpful
Format:Paperback
This book has to be an essential for both students and professional marketers in the workplace.
For students, this is an excellent learning tool showing how to apply theory to practice, turning models into realistic emarketing plans. For myself, as a marketing manager for an SME, this book was essential reading as we looked to integrate a refreshed emarketing campaign in to our existing marketing plans.
Highlights the common pitfalls that so many fall in to when setting up a company website, and shows you how to avoid them next time round!
Packed full of info, and written in easy to understand language with plenty of definitions. A great informative read and worth every penny - would highly recommend!
For students, this is an excellent learning tool showing how to apply theory to practice, turning models into realistic emarketing plans. For myself, as a marketing manager for an SME, this book was essential reading as we looked to integrate a refreshed emarketing campaign in to our existing marketing plans.
Highlights the common pitfalls that so many fall in to when setting up a company website, and shows you how to avoid them next time round!
Packed full of info, and written in easy to understand language with plenty of definitions. A great informative read and worth every penny - would highly recommend!
Format:Paperback
If you are an e-marketing professional, this is one of the few books that really gets down to the nitty gritty of the trade. If you work in a company in the real world and want to implement an e-marketing strategy properly, with targets and accountability to your seniors, you will find much of use here. In short, if you are an e-marketing professional, it is written for you.
The flipside of this, of course, is that if you are a one-man band wanting to add a website, wiki, email campaign, online shopping cart etc to your offline business, you'd be better off with something less universal and involved. There are plenty of shorter, more concise guides to the various elements of e-marketing that this. If you're interested in how they all slot together though, you're on to a winner.
My only real criticisms of the book are its slightly sloppy approach at times (it repeats and contradicts itself in places, a product of hurried editing or revisions over the editions) and its reliance on a number of cringeworthy business acronyms which are sometimes not necessary and detract from an otherwise well-informed and useful volume.
The flipside of this, of course, is that if you are a one-man band wanting to add a website, wiki, email campaign, online shopping cart etc to your offline business, you'd be better off with something less universal and involved. There are plenty of shorter, more concise guides to the various elements of e-marketing that this. If you're interested in how they all slot together though, you're on to a winner.
My only real criticisms of the book are its slightly sloppy approach at times (it repeats and contradicts itself in places, a product of hurried editing or revisions over the editions) and its reliance on a number of cringeworthy business acronyms which are sometimes not necessary and detract from an otherwise well-informed and useful volume.
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PR Smith
Im a big fan of PR Smith since I read his book "Marketing Communications" in my experience he has a high profile as a professional marketer and also as a professor. Read more
Published on 24 Feb 2009 by Khaled
Guy
Unfortunately I found this book to be very heavy on conceptual diagrams and theory. Although it provides images of real world web sites there is little I found in this book for the... Read more
Published on 9 May 2007 by Guy D. Lewis
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