eMarketing eXcellence: Planning and Optimising your Digital Marketing (Emarketing Essentials) Paperback – 15 May 2008
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"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.
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Top Customer Reviews
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.Read more ›
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.
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.
Written in easily understandable language with many case study illustrations it should be regarded as "the bible"
for budding eMarket entrepreneurs. Students studying eMarketing will find it an invaluable source of information
and inspiration. As world chief examiner in Internet Marketing for the London Chamber of Commerce International Qualifications
I recommend this text book as core reading material. Prof. Robert Brooks Ph.d.
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.
Most Recent Customer Reviews
This is a great book - very simple to read and understand, explaining complicated concepts and strategies well. Read morePublished on 15 Nov. 2010 by Miss Hartley
eMarketing eXcellence was one of the first books I read when starting to properly understand the world of digital marketing. Its an impressive introduction. Read morePublished on 17 Sept. 2010 by Marie_Page
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 morePublished on 3 Jan. 2010 by Petedox
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 morePublished on 10 Oct. 2009 by Hogan Knows Best
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 morePublished on 23 May 2009 by Ben
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