- Paperback: 360 pages
- Publisher: A Butterworth-Heinemann Title; illustrated edition edition (11 Dec 2001)
- Language English
- ISBN-10: 0750653353
- ISBN-13: 978-0750653350
- Product Dimensions: 24.4 x 18.8 x 2 cm
- Average Customer Review: 4.4 out of 5 stars See all reviews (5 customer reviews)
- Amazon Bestsellers Rank: 586,001 in Books (See Top 100 in Books)
- See Complete Table of Contents
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More About the Author
Product Description
Product Description
'eMarketing eXcellence' offers an exciting new approach to help you build a customer-driven e-business. As the core text for the CIM's 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 to:
· 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 forward
As 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.
A highly practical user focused introduction
The most highly regarded author team in this new field
The core text for the CIM's E-marketing award
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 to:
· 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 forward
As 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.
A highly practical user focused introduction
The most highly regarded author team in this new field
The core text for the CIM's E-marketing award
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 the benefits. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
This chapter introduces you to the world of e-marketing; its background and the benefits. Read the first page
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Browse Sample PagesConcordance
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most Helpful Customer Reviews
48 of 51 people found the following review helpful:
5.0 out of 5 stars
At last! (I have read a dozen books looking for this one).,
By Dominic A Yeadon (Christchurch, Dorset, England) - See all my reviews
This review is from: eMarketing eXcellence (Emarketing Essentials) (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:
5.0 out of 5 stars
An e-marketing essential,
By BB "Bev" (UK) - See all my reviews
This review is from: Emarketing Excellence (Emarketing Essentials) (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!
4.0 out of 5 stars
Thorough but a little sloppy in places,
By
This review is from: Emarketing Excellence (Emarketing Essentials) (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.
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