eMarketing eXcellence: the heart of eBusiness second edition has been completely revised and updated to help you create effective customer-centric e-marketing plans.
A 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 you e-business forward
Established marketing concepts such as customer relationship management, the marketing mix and the widely adopted SOSTAC planning system, are re-examined in the new media context-and new approaces explained including blogs, search engine marketing, viral marketing and E-CRM.
Offering a hightly structured and accessible guide to a critical and far-reaching subject, eMarketing eXcellecnce: the heart of eBusiness second edition provides a vital reference point for all students and managers involoved in marketing strategy and implementation.
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
ISBN | : 0750663596 (ปกอ่อน) 380 หน้า |
ขนาด | : 190 x 245 x 20 มม. |
น้ำหนัก | : 780 กรัม |
เนื้อในพิมพ์ | : ขาวดำ |
ชนิดกระดาษ | : กระดาษปอนด์ |
สำนักพิมพ์ | : Butterworth-Heinemann |
เดือนปีที่พิมพ์ | : 2006 |