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, demonstrating how these new ways to reach customers can be integrated into your marketing plans.

Now edition 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.
Offering a highly structured and accessible guide to a critical and far-reaching subject, Emarketing Excellence 4e provides a vital reference point for all students of business or marketing and marketers and e-marketers involved in marketing strategy and implementation and who want a thorough yet practical grounding in e-marketing.

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

Brief Contents
List of figures
List of tables
Preface
Acknowledgements
1 Introduction to e-marketing
2 Remix
3 E-mode Is
4 E-customers
5 Social media marketing
6 Site design
7 Traffic building
8 e-CRM
9 Managing digital marketing
10 E-planning
Glossary
Index

Download File Size:8.4 MB

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