Smith P.R., Chaffey D. eMarketing eXcellence: The Heart of eBusiness

Elsevier, 2005. — 393 p.
eMarketing eXcellence: the heart of eBusiness second edition has been completely revised and updated to help you create effective customer-centric e-marketing plans. A 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 experts 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 you e-business forward Established marketing concepts such as customer relationship management, the marketing mix and the widely adopted SOSTAC planning system, are re-examined in the new media context-and new approaces explained including blogs, search engine marketing, viral marketing and E-CRM. Offering a hightly structured and accessible guide to a critical and far-reaching subject, eMarketing eXcellecnce: the heart of eBusiness second edition provides a vital reference point for all students and managers involoved in marketing strategy and implementation.