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Emarketing Excellence : Planning and Optimizing your Digital Marketing.

Author: Dave Chaffey; P R Smith
Publisher: Hoboken : Taylor and Francis, 2013.
Edition/Format:   eBook : Document : English : 4th edView all editions and formats
Database:WorldCat
Summary:
Now in its fourth edition, the hugely successful Emarketing Excellence is fully updated; keeping you in line with the changes in this dynamic and exciting field and helping you create effective and up-to-date customer-centric e-marketing plans. A 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.  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Chaffey, Dave.
Emarketing Excellence : Planning and Optimizing your Digital Marketing.
Hoboken : Taylor and Francis, ©2013
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Dave Chaffey; P R Smith
ISBN: 9781136181467 1136181466
OCLC Number: 830161288
Notes: Chapter 9 Managing digital marketing.
Description: 1 online resource (641 pages)
Contents: Cover; Title; Copyright Page; Contents; List of figures; List of tables; Preface; Acknowledgements; Chapter 1 Introduction to e-marketing; 1.1 Introduction; 1.2 Situation --
the connected world; 1.3 Situation --
B2C, B2B, C2B and C2C; 1.4 Situation --
e-definitions; 1.5 Situation --
sloppy e-marketing; 1.6 Objectives; 1.7 Objective --
sell --
using the Internet as a sales tool; 1.8 Objective --
serve --
using the Internet as a customer-service tool; 1.9 Objective --
speak --
using the Internet as a communications tool; 1.10 Objective --
save --
using the Internet for cost reduction. 1.11 Objective --
sizzle --
using the Internet as a brand-building tool1.12 Introduction to e-strategy objectives; 1.13 Tactics, action and control; Chapter 2 Remix; 2.1 Introduction to remix; 2.2 What is the marketing mix?; 2.3 Beyond the mix; 2.4 The mix is morphing; 2.5 Product; 2.6 Price; 2.7 Place; 2.8 Promotion; 2.9 People; 2.10 Physical evidence; 2.11 Process; 2.12 An extra 'P'- partnerships; Chapter 3 E-models; 3.1 Introduction to e-models; 3.2 Online revenue models; 3.3 Intermediary models; 3.4 Attribution models; 3.5 Communications models; 3.6 Customer information processing models. 3.7 Customer buying models3.8 Loyalty models; 3.9 Social media models; 3.10 Social business models and the Ladder of Engagement; Chapter 4 E-customers; 4.1 Introduction to e-customers; 4.2 Motivations; 4.3 Expectations; 4.4 Fears and phobias; 4.5 Online information processing; 4.6 The online buying process; 4.7 Online relationships and loyalty; 4.8 Communities and social networks; 4.9 Customer profiles; 4.10 Researching the online customer; 4.11 The post-literate customer; Chapter 5 Social media marketing; 5.1 What is social media marketing and why is it important? 5.2 Benchmarking and setting goals for social media marketing5.3 Create strategy and plan to manage social media; 5.4 Social listening and online reputation management; 5.5 Develop the content marketing and engagement strategy for your brand; 5.6 Define social media communications strategy; 5.7 Define approaches for the core social media platforms; 5.8 Social media optimization (SMO); Chapter 6 Site design; 6.1 Introduction to site design; 6.2 Integrated design; 6.3 Online value proposition; 6.4 Customer orientation; 6.5 Dynamic design and personalization; 6.6 Aesthetics; 6.7 Page design. 6.8 Content strategy and copywriting6.9 Navigation and structure; 6.10 Interaction; 6.11 Mobile site design; Chapter 7 Traffic building; 7.1 Introduction to traffic building; 7.2 Search engine marketing; 7.3 Online PR; 7.4 Online partnerships; 7.5 Interactive advertising; 7.6 Opt-in email; 7.7 Viral marketing; 7.8 Offline traffic building; Chapter 8 e-CRM; 8.1 Introduction to e-CRM; 8.2 Introduction to relationship marketing; 8.3 Database marketing; 8.4 e-CRM; 8.5 Profiling; 8.6 Personalization; 8.7 Email marketing; 8.8 Control issues; 8.9 Cleaning the database; 8.10 Making it happen.

Abstract:

Now in its fourth edition, the hugely successful Emarketing Excellence is fully updated; keeping you in line with the changes in this dynamic and exciting field and helping you create effective and up-to-date customer-centric e-marketing plans. A 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. This new edition seamlessly integrates social media technology like Facebook check-in, social networking, tablets and mobile applications into the mix, demons.

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'This book is a must-have for any professional looking to plan and implement an e-marketing campaign.'Amanda Rogers, Qualifications Director, the IDM'This is not a book you readâ ¦ it is a book you Read more...

 
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