Emarketing Excellence: The Heart of Ebusiness - Softcover

Smith, P. R.; Chaffey, Dave

Softcover

ISBN 10: 0750653353 ISBN 13: 9780750653350

Verlag: Butterworth-Heinemann Ltd, 2002

Inhaltsangabe

'eMarketing eXcellence' offers an exciting new approach to help you build a customer-driven e-business. As the core text for the CIM's new 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 forwardAs 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.

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Über die Autorin bzw. den Autor

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.

Details zur Ausgabe

• Verlag: Butterworth-Heinemann Ltd
• Erscheinungsdatum: 2002
• Sprache: Englisch
• ISBN 10: 0750653353
• ISBN 13: 9780750653350
• Einband: Taschenbuch
• Anzahl der Seiten: 360
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar