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Emarketing Excellence: Planning and Optimizing your Digital Marketing [Paperback]

Dave Chaffey , PR Smith

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Book Description

Dec 4 2012 0415533376 978-0415533379 4

Now in its fourth edition, the hugely successful Emarketing Excellence is fully updated; keeping you in line with the changes in this dynamic and exciting field and helping you create effective and up-to-date customer-centric e-marketing plans.

A practical guide to creating and executing e-marketing plans, it combines established approaches to marketing planning with the creative use of new e-models and e-tools. This new edition seamlessly integrates social media technology like Facebook check-in, social networking, tablets and mobile applications into the mix, demonstrating how these new ways to reach customers can be integrated into your marketing plans. It also includes brand new sections on online marketing legislation and QR codes, plus an expanded section on email marketing, the most commonly used e-marketing tool.

Offering a highly structured and accessible guide to a critical and far-reaching subject, Emarketing Excellence 4e provides a vital reference point for all students of business or marketing and marketers and e-marketers involved in marketing strategy and implementation and who want a thorough yet practical grounding in e-marketing.



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Review

'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'

Amazon

'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



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Amazon.com: 4.4 out of 5 stars  7 reviews
2 of 2 people found the following review helpful
5.0 out of 5 stars Excellent thorough overview of digital marketing Oct. 8 2013
By Marie Page - Published on Amazon.com
Format:Paperback
I've used this textbook many many times both as a lecturer/trainer in digital marketing and also as a practitioner. It's an excellent and comprehensive student resource and is very readable. The chapters are well paces with plenty of examples, checklists, summaries, case studies, practical tips and insights. I particularly like the focus on Online Value Proposition. The outworking of SOSTAC and the 5S model is also invaluable to strategic digital planning. Plenty of new e-models explored and also the impact of changes to more traditional offline models.

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...
1 of 1 people found the following review helpful
5.0 out of 5 stars Very good title Oct. 12 2013
By S MCCLELLAND - Published on Amazon.com
Format:Kindle Edition
I personally disagree with one of the other reviewers for this product, who posted a negative review of the book. I find it very useful. I am pursuing academic studies but also running my own business and in both contexts find it valuable, and probably one of the three or four books in the area that I frequently consult. There is enough coverage and depth of information to make sure when you are setting up a project or designing a marketing strategy, you will think of all the angles, and this is the valuable part of having the book. Within the text, there are many sections that are frankly unbeatable in terms of their approach.
1 of 1 people found the following review helpful
5.0 out of 5 stars Essential for marketing student, marketing practitioner or marketing tutor working in the online world. Oct. 8 2013
By Ms. A. Hanlon - Published on Amazon.com
Format:Paperback
EMarketing Excellence is the key work for any marketing student, marketing practitioner or marketing tutor working in the online world.

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.
1 of 1 people found the following review helpful
5.0 out of 5 stars A Very Comprehensive Starting Point Oct. 8 2013
By K. KURIHARA - Published on Amazon.com
Format:Paperback
I would have to echo the positive reviews of this book.
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?
1 of 1 people found the following review helpful
5.0 out of 5 stars The GO TO text book for Digital Marketing Oct. 8 2013
By Skerryvore - Published on Amazon.com
Format:Paperback
I was recommended this book as part of a Masters Program and have referred to it in both my academic world and in my business practises. The clear layout makes it very usable as a basis for academic research, but actually very readable as a general text with real world examples that work for anyone. The breadth of topics is detailed enough that this book could work as a single text to give most readers all they need to know in this area of marketing. Better still, the accessibility of the writing makes it suitable for so many levels of reader.
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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