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Emarketing Excellence: Planning and Optimizing your Digital Marketing Paperback – Dec 4 2012

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Amazon.com: 7 reviews
2 of 2 people found the following review helpful
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
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
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
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
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.