Search Engine Marketing Book

eMarketing eXcellence: Planning and Optimising Your Digital Marketing

Author: Dave Chaffey

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Pages: 528

Publisher: Butterworth-Heinemann

Date of Publishing: 29 Aug, 2008

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Book Summary:

eMarketing eXcellence third edition has been completely revised and updated to help you create effective and up-to-date customer-centric e-marketing plans.

Description:
A hugely 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 your e-business forward

Established marketing concepts such as customer relationship management, the marketing mix and widely adopted SOSTAC® planning system, are re-examined in the new media context - and new approaches explained including blogs, search engine marketing, viral marketing and E-CRM.

Offering a highly structured and accessible guide to a critical and far-reaching subject, eMarketing eXcellence third edition provides a vital reference point for all students and managers involved in marketing strategy and implementation.

* The best selling practitioner eMarketing book arrives in its third edition - totally revised and enhanced with new features, contemporary examples and up-to-date theory
* Each chapter is structured with the following fantastic features: Introduction; Chapter Summary; References; Further Reading; Web Links; Self-test; eMarketing practitioner interviews
* This jargon-free, understandable and applicable text is proven to help marketers maximize the potential of online promotion.

About The Author : Dave Chaffey

Dave has been recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have shaped the future of Marketing.

You can read Dave\'s latest insights and commentary on his Digital Marketing Blog site.

Since 1994, when I was first hooked on the web, I have specialised in building my knowledge of Internet Marketing and business technology applications and sharing this knowledge with marketing professionals and students.