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Emarketing Excellence: Planning and Optimizing your Digital Marketing Paperback – Dec 4 2012
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'This book is a must-have for any professional looking to plan and implement an e-marketing campaign.'
Amanda Rogers, Qualifications Director, the IDM
'This is not a book you read… it is a book you use to achieve inspiring digital marketing outcomes! No complicated techniques just straightforward digital marketing sense and an empowering toolkit of models and strategies. Should be used by any serious digital marketer!'
M Zinopoulou, CEO of The Digital Marketing Association
'Chaffey and Smith continue to clearly communicate practical, tactical, strategic and philosophical insight about the broad scope and significant constraints of online marketing. This book lays bare the forest and the trees, helps you determine which trees are most beneficial and provides the necessary clues for harvesting them. A must read.'
Jim Sterne, Founder, eMetrics Summit and Chairman of Digital Analytics Association
'Emarketing Excellence 4e is the definitive e-marketing resource for new and veteran digital marketers. Chaffey and Smith deftly guide readers through the constantly changing landscape of e-marketing, from strategy to implementation, in ten clear, concise chapters. A must-have for every teacher and marketer's library.'
Gene De Libero, New York University School of Continuing and Professional Studies, USA
'This book is a Classic; a rigorous and practical guide to Digital Marketing theory and practice. In this new edition, the authors have comprehensively updated the content to reflect the latest developments in the rapidly-changing digital landscape. Emarketing Excellence will continue to meet the learning needs of students and practitioners alike.'
Mike Berry, Digital Marketing Trainer, Consultant and Blogger
'This complete e-marketing book refreshingly infiltrates the ‘e’ into every area of marketing, which reflects what is going on in marketing practice. There is a great balance between a big picture approach and getting down to the technical aspects of actually doing it through a range of media including social and mobile. This book is perfect for those studying advanced marketing or those working in marketing who need to get a handle on technology.'
Dr Paul Harrigan, University of Southampton, UK
Praise for the 3rd edition:
'eMarketing eXcellence successfully combines breadth of subject matter with a depth that gives the reader more than a superficial understanding of the issues. Chaffey and Smith have also broken down the subject into the type of granular level that should allow busy marketing managers to find exactly what they need in the few moments that they have in the working environment'
Danny Meadows-Klue, former President of Interactive Advertising Bureau (Europe) and principal Digital Strategy Consulting
'...an exciting new approach...with creative use of new e-models and e-tools'
'a must-have for other managers...if you don't read this book-you are still in the dark when it comes to eMarketing'
Dominic Yeadon, FIDM, e-Marketing consultant
'This book is essential reading for anyone involved with, or wanting to learn about, digital and e-marketing'
Beverly Barker, Senior Lecturer in Digital Marketing at London South Bank University
About the Author
Dave Chaffey is CEO of Smart Insights (www.smartinsights.com), an online publisher and analytics company providing advice and alerts on best practice and industry developments for digital marketers and Ecommerce managers. He also works as an independent Internet marketing trainer and consultant for Marketing Insights Limited and has consulted on digital marketing and Ecommerce strategy for a range of companies. Dave is a visiting lecturer on E-commerce courses at different universities including Birmingham, Cranfield, Derby, Manchester Metropolitan and Warwick Universities. He is also a tutor on the IDM Diploma in Digital marketing, for which he is senior examiner
PR Smith (www.PRSmith.org) is a best-selling marketing author, international speaker and adviser. His five other books are renowned for their ‘edutainment’ style. His SOSTAC® Planning System is used by organisations around the world (and in Top 3 business models of all time - Chartered Institute of Marketing). Paul advises and trains organisations that embrace change and creativity in Asia, Africa and Europe. He is also the author/ founder of the Great Sportsmanship Programme which uses social media to mobilise communities into sportsmanship www.GreatSportsmanship.org
Inside This Book(Learn More)
Top Customer Reviews
Most Helpful Customer Reviews on Amazon.com (beta)
If you are formula or very organization-oriented, you will enjoy theacronyms and visual models that describe in workflow plans. If you are more of the intuitive type, you might benefit more impressionistically from these models, i.e., taking the overall sense of the models and shaping them to your own purposes. Personally, I think marketing books should emphasize more of a discovery process, not a template-oriented one size fits all model.
The section on customer behavior is one that I didn't find helpful at all. If models could explain consumer behavior, there would be a level playing field. But I think understanding consumers takes empathy and some form of genuine human concern, and is more of an art than science. If it was just a question of principles or techniques, there wouldn't be so many consumer complaint forums like yelp.
The authors, Paul Smith and Dave Chaffey, are good at what they do. And the book is well-designed. However, overall, it seems designed for large business models. For bloggers, 'boutique'-type vendors and services, you may wish to look elsewhere.
Chaffey and Smith were writing in this area long before every other marketer and commercial agency decided to jump on the bandwagon and write a digital marketing book. The content is academically robust and references plenty of peer reviewed literature as well as classic textbooks and links to helpful tools and websites.
I really have no idea why the first reviewer here of this book is being so negative. I suspect sabotage...
As a CIM graduate moving into emarketing, I bought my first copy in 1999. Since then, as a marketing tutor (and also an examiner for an international marketing organisation) I have bought this newer version to stay up to date.
Both of my copies have post-it notes throughout, reminding me that it's a key text because this book:
* Lists useful resources to assess your market, whether you're a student or practitioner
* Includes an adapted version of the Ansoff matrix for the digital world
* Addresses issues on community management
* And it essentially includes the 5S tool which I've used for several years
The style of the book is easy to use as it's a mix of case studies, tools and practical frameworks.
I strongly recommend EMarketing Excellence to my students (they're graduates and often more mature than the average student) who are embarking on their digital journey.
For the past 3 years, this book has been an excellent guide throughout my MSc in Digital Marketing.
At the beginning, it is a very good comprehensive guide to the discipline of Digital Marketing. Unlike some of the books in the market, this the book was updated as often as possible (3 editions I know of). It is an excellent guide for juniors and more connoisseurs alike.
As your skills and knowledge levels increases, this book becomes like a cheat sheet, a place to come back and check if you are not forgetting something.
Bearing in mind the complexity of each disciplines he mentions in his book, David Chaffey manages to give a concise yet easily accessible landscape of digital marketing.
I have to admit that the first reviewer is way too critical for his own sake. His discussion on brand management is not really the point of this book.
And may I say: what is wrong with Queen's English?
Having studied online marketing and waded my way through many e-marketing books, I would urge anyone interested in this subject to start with this book as a core tool in their learning experience. Indeed, if you bought just one book on this subject area, I would suggest you start here.
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