eMarketing eXcellence
- 1st Edition - December 11, 2001
- Imprint: Butterworth-Heinemann
- Authors: Dave Chaffey, PR Smith
- Language: English
- eBook ISBN:9 7 8 - 0 - 0 8 - 0 5 0 4 8 9 - 6
'eMarketing eXcellence' offers an exciting new approach to help you build a customer-driven e-business. As the core text for the CIM's E-marketing award, the book offers a highly… Read more
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Request a sales quote'eMarketing eXcellence' offers an exciting new approach to help you build a customer-driven e-business. As the core text for the CIM's E-marketing award, the book offers a highly structured and accessible guide to a critical subject, providing a useful reference point for all students and managers involved in marketing strategy and implementation.
A practical guide to creating and executing e-marketing plans, this book 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.
The book shows how to:
· Draw up an outline e-marketing plan
· Evaluate and apply e-marketing principles & models
· Integrate online and offline communications
· Implement customer-driven e-marketing
· Reduce costly trial and error
· Measure and enhance your e-marketing
· Drive your e-business forward
As the core text for the CIM's new professional E-marketing Award, it provides comprehensive, critical coverage of the key areas of e-marketing planning for marketing professionals. 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 approaches are defined, including business models, traffic building and web site design.
A practical guide to creating and executing e-marketing plans, this book 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.
The book shows how to:
· Draw up an outline e-marketing plan
· Evaluate and apply e-marketing principles & models
· Integrate online and offline communications
· Implement customer-driven e-marketing
· Reduce costly trial and error
· Measure and enhance your e-marketing
· Drive your e-business forward
As the core text for the CIM's new professional E-marketing Award, it provides comprehensive, critical coverage of the key areas of e-marketing planning for marketing professionals. 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 approaches are defined, including business models, traffic building and web site design.
A highly practical user focused introduction
The most highly regarded author team in this new field
The core text for the CIM's E-marketing award
The most highly regarded author team in this new field
The core text for the CIM's E-marketing award
This is the dedicated work-book for the CIM e-marketing award. Also applicable for: professionals in maketing via CIM Direct and BH lists, introductory vocational courses such as CAM etc, academic marketing options at both undergraduate and MBA level internationally.
Introduction to e-marketing; ReMix; E-Models; E-Customers; E-Tools; Site design; Traffic building; E-CRM; E-Business; E-Planning
- Edition: 1
- Published: December 11, 2001
- Imprint: Butterworth-Heinemann
- No. of pages: 360
- Language: English
- eBook ISBN: 9780080504896
DC
Dave Chaffey
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.
Affiliations and expertise
Specialist E-marketing trainer, consultant and author, Derby, UKPS
PR Smith
Affiliations and expertise
PR Smith (http://www.PRSmith.org) is a best-selling marketing author, international speaker and consultant. Paul is Senior Examiner for eMarketing at the Chartered Institute of Marketing. He is also the creator of SOSTAC ® Planning now used by organisations around the world.