Emarketing Excellence: The Heart of Ebusiness
- ISBN-10
- 0750653353
- ISBN-13
- 9780750653350
- Series
- eMarketing eXcellence
- Category
- Internet
- Pages
- 340
- Language
- English
- Published
- 2002
- Publisher
- Routledge
- Author
- P. R. Smith
Description
'eMarketing eXcellence' offers an exciting new approach to help you build a customer-driven e-business. As the core text for the CIM's E-marketing award, the book offers a highly structured and accessible guide to a critical subject, providing a useful reference point for all students and managers involved in marketing strategy and implementation. A practical guide to creating and executing e-marketing plans, this book 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. The book shows how to: · Draw up an outline e-marketing plan · Evaluate and apply e-marketing principles & 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 As the core text for the CIM's new professional E-marketing Award, it provides comprehensive, critical coverage of the key areas of e-marketing planning for marketing professionals. 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 approaches are defined, including business models, traffic building and web site design. A highly practical user focused introduction The most highly regarded author team in this new field The core text for the CIM's E-marketing award
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Other editions
-
- 2013-03-05
- 641 pages
- Paperback
- Routledge
-
- 2013
- 642 pages
- Paperback
- Routledge
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