Product Description

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

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 consultants, 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.

*Learn how to create a digital marketing strategy and get better campaign results
* This jargon-free, understandable and applicable text is proven to help marketers maximize the potential of online promotion
* Each chapter is structured with the following fantastic features: Introduction; Chapter Summary; References; Further Reading; Web Links; Self-test; eMarketing practitioner interviews

Product Details

• Amazon Sales Rank: #30110 in Books
• Published on: 2008-05-15
• Original language: English
• Number of items: 1
• Binding: Paperback
• 528 pages

Review
"eMarketing eXcellence successfully combines breadth of subject mater with a depth that gives the reader more than a superficial understanding of the issues. Smith and Chaffey have also broken down the subject into the type of granular level that should allow busy marketing managers to find exactly what they need in the few moments that they have in the working environment"

Danny Meadows-Klue, President of Interactive Advertising Bureau (Europe)

About the Author
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.

Customer Reviews

Essential reading for anyone involved in e-Marketing
e-Marketing eXcellence, third addition, covers the entire scope of e-Marketing:
Objectives - Do you want to sell? build a brand? talk to and or serve customers?
e-Models - e-commerce, communications, online revenue, web2.0.
e-Customers - Who are they? why do they/don't they buy online? how do they buy? how do you build relationships with them? how do they communicate with each other?
Tools - Not just the internet! iDTV, Digital Radio, Mobile etc.
Site design - Establishing the purpose of the site, best practice design, navigation, structure and copywriting.
Traffic building - SEM, display advertising, e-mail, viral, PR.
CRM - Developing lasting relationships with your customers - database marketing, profiling and personalisation.
e-Business - From value chains to value networks; an analysis what's involved in setting up and managing an e-Business.

The main body text is well written, and the depth of coverage for each topic is just right for a book this size.

Throughout the book you'll find the following boxes:
e-Marketing Excellence - Real world case studies of how large corporations have used the topic being discussed in that part of the book.
Practical/Best Practice e-Marketing tip - Specifics on how you can use the topic being discussed in your own e-marketing campaigns.
e-Marketing Insight - Views from corporations, technology providers (e.g. Google), e-Marketing experts to get you thinking in multiple directions.
The book is also littered throughout with high quality charts, graphics and screenshots of actual websites, all in colour, to give you actual examples of how these techniques are being used.

This third edition of the book has extensive coverage on the latest trends in e-Marketing - viral marketing, web2.0 approaches such as social networking and online PR.

One of the highlights of this book, for me, is thorough coverage of the SOSTAC® approach to e-Marketing planning. Created by Paul Smith (who is a co-author of this book), the model provides a structured framework for building your e-Marketing plans. The model can be applied to projects from small to massive. The book concentrates on how to apply the SOSTAC® model specifically to e-Marketing. Essential reading for anyone involved in writing e-Marketing plans.

This book has broadened my knowledge of e-Marketing in a way that I would not have been able to do so without it. I found myself constantly thinking in new directions when reading it. I now have an appreciation of many more aspects of what's involved when planning for, implementing, and testing e-Marketing campaigns, and I would not hesitate to recommend this book to anyone involved in all aspects (strategizing, managing, implementing) of e-Marketing. The book also serves as an excellent resource for the e-Marketing student.

Best of the eMarketing bunch?
Increasing your understanding of digital marketing can be quite an intimidating exercise. There are a mass of books on the subject each professing to have the best route to developing your skills. In my opinion eMarketing Excellence is probably the most accessible and comprehensive of the books around.

It is pretty clear from the opening chapters that the authors have been able to draw on their experience both as practitioners and as trainers. The sections are discretely and logically titled and subtitled. Each chapter has very clear boxed sections providing insights and real-world examples -importantly drawn from both B2C and B2B environments - and the chapters close with useful summaries.

The book's target market is probably new marketers or those already in marketing but looking to add digital to their skill set, but It's examples and breadth make it just as interesting to those already familiar with the digital arena. Particularly useful in this regard are the chapters that include aspects of planning, strategy and measurement.

This isn't a sit down and read on one session book, but more like the manual you leave on your desk or have close to hand so you can dip in and out.

essential for professional marketers
I was introduced to eMarketing Excellence when I was taking the Chartered Institute of Marketing's eMarketing award. It is an essential reference book for anyone wanting to know more about eMarketing.

Chaffey and Smith move beyond the 4Ps, 7Ps or 8Ps into `remix' and gets the reader to review how these work in an online setting. Full of marketing models (and matrices), it is clearly presented and easy to follow. Case studies and real world examples clarify specific topics.

Since reading the first edition of the book I bought this edition too. On a practical note we use the 5S tool to review websites as it gives an objective benchmark from which to start.

The book contains practical tips, links to other websites and I recommend this book highly - I've sent the link to many colleagues as a worthy read.