UK internet marketing consultants, The Web Marketing Workshop Ltd.
Internet business and marketing book reviews from The Web Marketing Workshop, the UK Internet marketing consultancy

eMarketing eXcellence

The Heart of the eBusiness

by PR Smith and Dave Chaffey

Published by Elsevier, 2002
Paperback, 340 pages
ISBN: 0 7506 5335 3

This book sets out to offer an exciting new approach to help build a customer-driven e-business. It's a practical guide to creating and executing e-marketing plans, combining 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 communication strategies and experienced e-marketers looking to optimize their e-marketing.

This book shows 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

As the core text for the CIM's 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 website design.

Offering a highly structured and accessible guide to a critical and far-reaching subject, eMarketing eXcellence provides a vital reference point for all students and managers involved in marketing strategy and implementation.

Buy this book online now at Amazon.