| Description |
1 online resource (357 pages) |
| Contents |
Cover; eMarketing eXcellence: The Heart of eBusiness; Copyright; Contents; Preface; Acknowledgements; Chapter 1: Introduction to e-marketing; 1.1 Introduction; 1.2 Situation -- the wired-up world; 1.3 Situation -- B2C, B2B, C2B and C2C; 1.4 Situation -- e-definitions; 1.5 Situation -- sloppy e-marketing; 1.6 Objective; 1.7 Objective -- Sell -- using the Internet as a sales tool; 1.8 Objective -- Serve -- using the Internet as a customer-service tool; 1.9 Objective -- Speak -- using the Internet as a communications tool; 1.10 Objective -- Save -- using the Internet for cost-reduction |
|
1.11 Objective -- Sizzle -- using the Internet as a brand-building tool1.12 Introduction to e-strategy; 1.13 Tactics, actions and control; Chapter summary; References; Further reading; Web links; Self-test; Chapter 2: ReMix; 2.1 Introduction to ReMix; 2.2 What is the marketing mix?; 2.3 Beyond the mix; 2.4 Product; 2.5 Price; 2.6 Place; 2.7 Promotion; 2.8 People; 2.9 Physical evidence; 2.10 Process; Chapter summary; References; Further reading; Web links; Self-test; Chapter 3: E-models; 3.1 Introduction to e-models; 3.2 New models required; 3.3 E-business models -- value chains |
|
3.4 E-business models -- production models3.5 E-business models -- e-procurement; 3.6 E-business models -- sell-side distribution models; 3.7 Communications models; 3.8 Customer buying models; 3.9 Customer information processing; 3.10 Loyalty models; Chapter summary; References; Further reading; Web links; Self-test; Chapter 4: E-customers; 4.1 Introduction to e-customers; 4.2 Motivations; 4.3 Expectations; 4.4 Fears and phobias; 4.5 The online buying process; 4.6 Online information processing; 4.7 Online relationships and loyalty; 4.8 Communities; 4.9 Customer profiles; 4.10 Research |
|
4.11 The post-PC customerChapter summary; References; Further reading; Web links; Self-test; Chapter 5: E-tools; 5.1 Introduction to e-tools; 5.2 Interactive digital TV; 5.3 Interactive radio; 5.4 Mobile devices; 5.5 Interactive kiosks; 5.6 CD-ROMs and interactive business cards; 5.7 Miscellaneous tools; 5.8 Repurposing content; 5.9 Convergence; 5.10 Integrated campaigns; Chapter summary; References; Further reading; Web links; Self-test; Chapter 6: Site design; 6.1 Introduction to web site design; 6.2 Integrated design; 6.3 Value proposition; 6.4 Customer orientation |
|
6.5 Dynamic design and personalization6.6 Aesthetics; 6.7 Page design; 6.8 Copywriting; 6.9 Navigation and structure; 6.10 Interaction; Chapter summary; References; Further reading; Web links; Self-test; Chapter 7: Traffic building; 7.1 Introduction to traffic building; 7.2 Search engines; 7.3 Portals; 7.4 Link building; 7.5 Banner ads; 7.6 Opt-in e-mail; 7.7 Viral marketing; 7.8 Offline traffic building; 7.9 Control; 7.10 Resourcing; Chapter summary; References; Further reading; Web links; Self-test; Chapter 8: E-CRM; 8.1 Introduction to CRM; 8.2 Introduction to relationship marketing |
| Summary |
'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 |
| Notes |
8.3 Database marketing |
|
Print version record |
| Form |
Electronic book
|
| Author |
Chaffey, Dave
|
| ISBN |
9781136003387 |
|
113600338X |
|
