Emarketing Excellence (Emarketing Essentials) Paperback – 8 Jul 2005
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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. It provides guidance on how to write, edit and publish more effective content for the online readership. It is 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.
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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.
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!
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.
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.
With all the best