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eMarketing eXcellence: Planning and Optimising Your Digital Marketing (Emarketing Essentials) [Kindle Edition]

PR Smith , Dave Chaffey
5.0 out of 5 stars  See all reviews (13 customer reviews)

Kindle Price: £35.51 includes VAT* & free wireless delivery via Amazon Whispernet
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Book Description

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® 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.

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Review

"eMarketing eXcellence successfully combines breadth of subject mater with a depth that gives the reader more than a superficial understanding of the issues. Smith and Chaffey have also broken down the subject into the type of granular level that should allow busy marketing managers to find exactly what they need in the few moments that they have in the working environment"

Danny Meadows-Klue, President of Interactive Advertising Bureau (Europe)

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.

Product details

  • Format: Kindle Edition
  • File Size: 16505 KB
  • Print Length: 528 pages
  • Simultaneous Device Usage: Up to 4 simultaneous devices, per publisher limits
  • Publisher: Routledge; 3 edition (20 Jun. 2008)
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • ASIN: B00872FSHI
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Enhanced Typesetting: Not Enabled
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (13 customer reviews)
  • Amazon Bestsellers Rank: #576,439 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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More About the Author

"Well known for his practical online marketing advice, Dave Chaffey (http://www.smartinsights.com) has helped tens of thousands of UK businesses improve their Digital Marketing through his bestselling books, workshops and consulting.

Get free updates on the latest developments in Digital Marketing from Dave on his SmartInsights.com portal via Email, Twitter, RSS or Facebook.

He is proud to have been recognized by the Department of Trade and Industry as one of the leading individuals who have provided input and influence on the development and growth of E-commerce and the Internet in the UK over the last 10 years. Dave has also been recognised by the Chartered Institute of Marketing as one of 50 marketing 'gurus' worldwide who have shaped the future of Marketing.

Dave is Director of Marketing Insights Limited (www.marketing-insights.co.uk) and has advised companies including 3M, BP, Euroffice.

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Most Helpful Customer Reviews
15 of 15 people found the following review helpful
By Jazz
Format:Paperback
e-Marketing eXcellence, third addition, covers the entire scope of e-Marketing:
Objectives - Do you want to sell? build a brand? talk to and or serve customers?
e-Models - e-commerce, communications, online revenue, web2.0.
e-Customers - Who are they? why do they/don't they buy online? how do they buy? how do you build relationships with them? how do they communicate with each other?
Tools - Not just the internet! iDTV, Digital Radio, Mobile etc.
Site design - Establishing the purpose of the site, best practice design, navigation, structure and copywriting.
Traffic building - SEM, display advertising, e-mail, viral, PR.
CRM - Developing lasting relationships with your customers - database marketing, profiling and personalisation.
e-Business - From value chains to value networks; an analysis what's involved in setting up and managing an e-Business.

The main body text is well written, and the depth of coverage for each topic is just right for a book this size.

Throughout the book you'll find the following boxes:
e-Marketing Excellence - Real world case studies of how large corporations have used the topic being discussed in that part of the book.
Practical/Best Practice e-Marketing tip - Specifics on how you can use the topic being discussed in your own e-marketing campaigns.
e-Marketing Insight - Views from corporations, technology providers (e.g. Google), e-Marketing experts to get you thinking in multiple directions.
The book is also littered throughout with high quality charts, graphics and screenshots of actual websites, all in colour, to give you actual examples of how these techniques are being used.
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6 of 6 people found the following review helpful
5.0 out of 5 stars Best of the eMarketing bunch? 26 Mar. 2009
Format:Paperback
Increasing your understanding of digital marketing can be quite an intimidating exercise. There are a mass of books on the subject each professing to have the best route to developing your skills. In my opinion eMarketing Excellence is probably the most accessible and comprehensive of the books around.

It is pretty clear from the opening chapters that the authors have been able to draw on their experience both as practitioners and as trainers. The sections are discretely and logically titled and subtitled. Each chapter has very clear boxed sections providing insights and real-world examples -importantly drawn from both B2C and B2B environments - and the chapters close with useful summaries.

The book's target market is probably new marketers or those already in marketing but looking to add digital to their skill set, but It's examples and breadth make it just as interesting to those already familiar with the digital arena. Particularly useful in this regard are the chapters that include aspects of planning, strategy and measurement.

This isn't a sit down and read on one session book, but more like the manual you leave on your desk or have close to hand so you can dip in and out.
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4 of 4 people found the following review helpful
5.0 out of 5 stars essential for professional marketers 11 Jun. 2009
Format:Paperback
I was introduced to eMarketing Excellence when I was taking the Chartered Institute of Marketing's eMarketing award. It is an essential reference book for anyone wanting to know more about eMarketing.

Chaffey and Smith move beyond the 4Ps, 7Ps or 8Ps into `remix' and gets the reader to review how these work in an online setting. Full of marketing models (and matrices), it is clearly presented and easy to follow. Case studies and real world examples clarify specific topics.

Since reading the first edition of the book I bought this edition too. On a practical note we use the 5S tool to review websites as it gives an objective benchmark from which to start.

The book contains practical tips, links to other websites and I recommend this book highly - I've sent the link to many colleagues as a worthy read.
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5.0 out of 5 stars Readable, comprehensive and on the money 17 Sept. 2010
Format:Paperback
eMarketing eXcellence was one of the first books I read when starting to properly understand the world of digital marketing. Its an impressive introduction. Thoroughly underpinned with "proper" marketing theory, this is a great example of a textbook that integrates PR Smith's good solid marketing principles with Dave Chaffey's extensive knowledge of digital tools and techniques. A good mix of strategic overview with tactical know-how. The web is awash with white papers providing lots of tactical ideas, however they normally lack the essential underpinning of traditional proven marketing theory.

I teach CIM marketing and CAM digital qualifications and this is a textbook top of my recommendations to all my students. PR Smith's excellent SOSTAC framework for marketing planning is used throughout, there are also plenty of case studies.

I've read it cover to cover - and it is that readable, however it is also well indexed for dipping in and out of.

I'm currently undertaking a Masters Degree in Digital Marketing and its no surprise that this book is one of the year 1 core texts.
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5.0 out of 5 stars Whatever you want, it's here! 11 Oct. 2011
By Luke
Format:Paperback
Basically I do not need to say a lot more than, Dave Chaffey has included every e-marketing concept in this book, which is fantastic. He doesn't always go into great depth on some concepts but all-in-all it is a very good read.

It isn't just a book with Chaffey explaining what e-marketing is about, he has written it in a way which attracts the audiences' attention to make them want to read on and on.

The book is great for academics and businessmen/women who need some advise on e-marketing strategies. There are case studies at the end and A LOT of data which was extremely useful for myself (academic-wise). The layout is very clear, unfortunately I wasn't recommended Chaffey sooner as it is probably the best marketing book I have read.
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Most Recent Customer Reviews
5.0 out of 5 stars All good!
Happy with product and service!
Published 6 months ago by Franziska Bräumer
5.0 out of 5 stars Five Stars
ggood product
Published 8 months ago by emelie
5.0 out of 5 stars eMARKETING eXCELLENCE
With this latest edition, Chaffey has shown once again that he is the master of eMarketing text books. Read more
Published on 26 Sept. 2011 by Dr. Bob Brooks Ph.d
5.0 out of 5 stars easy to understand and follow
This is a great book - very simple to read and understand, explaining complicated concepts and strategies well. Read more
Published on 15 Nov. 2010 by Miss Hartley
5.0 out of 5 stars One of the best books on the subject
I bought this for someone who has been operating a sucessful internet business for a year or so. He felt there were some areas of his operation that could be improved on, but was... Read more
Published on 3 Jan. 2010 by Petedox
5.0 out of 5 stars Very informative, interesting read
I bought this for the CIM eMarketing Course and I'm glad I did. It got me thinking about how to improve my website and online marketing strategy and has totally inspired me. Read more
Published on 10 Oct. 2009 by Hogan Knows Best
5.0 out of 5 stars Everything you need to know
Good book, it covers all the bases for good emarketing and it doesn't get too technical for those who are not very computer savvy. Read more
Published on 23 May 2009 by Ben
5.0 out of 5 stars Excellent read
This is an excellent, comprehensive read for anyone who wants to get a good overview of the world of digital marketing. Read more
Published on 28 Mar. 2009 by ginger31
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