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eMarketing eXcellence: Planning and Optimising your Digital Marketing (Emarketing Essentials) Paperback – 15 May 2008

5.0 out of 5 stars 13 customer reviews

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Emarketing Excellence: Planning and Optimizing your Digital Marketing
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Product details

  • Paperback: 528 pages
  • Publisher: Routledge; 3 edition (15 May 2008)
  • Language: English
  • ISBN-10: 0750689455
  • ISBN-13: 978-0750689458
  • Product Dimensions: 23.9 x 19 x 2.8 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (13 customer reviews)
  • Amazon Bestsellers Rank: 376,780 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description

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.


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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.
Read more ›
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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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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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Format: Paperback Verified Purchase
With this latest edition, Chaffey has shown once again that he is the master of eMarketing text books.
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.
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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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