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Emarketing Excellence (Emarketing Essentials) (Paperback)

by PR Smith (Author), Dave Chaffey (Author) "This chapter introduces you to the world of e-marketing; its background and its benefits ..." (more)

4.4 out of 5 stars See all reviews (5 customer reviews)

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Product details

Paperback: 360 pages
Publisher: Butterworth-Heinemann; 2 edition (8 Jul 2005)
Language English
ISBN-10: 0750663596
ISBN-13: 978-0750663595
Product Dimensions: 24.2 x 18.8 x 3 cm

Average Customer Review: 4.4 out of 5 stars See all reviews (5 customer reviews)

Amazon.co.uk Sales Rank: 270,032 in Books (See Bestsellers in Books)

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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

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 (Learn More)

First Sentence
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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4.4 out of 5 stars (5 customer reviews)

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46 of 49 people found the following review helpful:

5.0 out of 5 stars At last! (I have read a dozen books looking for this one)., 10 Aug 2003

By	Dominic A Yeadon (Christchurch, Dorset, England) - See all my reviews

This review is from: e-Marketing Excellence (Chartered Institute of Marketing) (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.

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7 of 7 people found the following review helpful:

5.0 out of 5 stars An e-marketing essential, 5 Aug 2006

By	BB "Bev" (UK) - See all my reviews

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!

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1 of 3 people found the following review helpful:

3.0 out of 5 stars Guy, 9 May 2007

By	Guy D. Lewis "www.ambientmusicgarden.com" (cornwall) - See all my reviews (REAL NAME)

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 web entrepreneur who's focus is building a sales conversion funnel and dealing with the complexities of SEO, CPC, PayPal, Conversion Marketing, Copyrighting and Compelling Web design.

This is a great book if you are studying ebusiness for the first time, all the value chains you could wish for, but for me, I was hungry for this stuff 10+ years ago.

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Most Recent Customer Reviews

5.0 out of 5 stars 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 8 months ago by Khaled

4.0 out of 5 stars Thorough but a little sloppy in places
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. Read more

Published 14 months ago by Phil Morse

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