eMarketing eXcellence
Butterworth-Heinemann Ltd (Verlag)
978-0-7506-8945-8 (ISBN)
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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.
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.
Preface; Preface to the second edition; Acknowledgements; Chapter 1: Introduction to e-marketing; Chapter 2: ReMix; Chapter 3: E-models; Chapter 4: E-customers; Chapter 5: E-tools; Chapter 6: Site design; Chapter 7: Traffic building; Chapter 8: E-CRM; Chapter 9: E-business; Chapter 10: E-planning; Glossary; Index.
Please note - each chapter includes: Introduction; Chapter Summary; References; Further Reading; Web Links; Self-test
| Erscheint lt. Verlag | 15.5.2008 |
|---|---|
| Reihe/Serie | e-marketing essentials |
| Verlagsort | Oxford |
| Sprache | englisch |
| Maße | 189 x 246 mm |
| Gewicht | 1103 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-7506-8945-5 / 0750689455 |
| ISBN-13 | 978-0-7506-8945-8 / 9780750689458 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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