(EBOOK PDF)Emarketing Excellence Planning and Optimizing your Digital Marketing 4th Edition by Dave Chaffey 9780415533355 041553335X full chapters

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Product details:

• ISBN 10:041553335X 

• ISBN 13:9780415533355

• Author:Dave Chaffey 

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.                                                                                                                                                

Emarketing Excellence Planning and Optimizing your Digital Marketing 4th Table of contents:

Chapter 1: Introduction to e-Marketing

1.1 Introduction
1.2 The Connected World
1.3 B2C, B2B, C2B, and C2C Models
1.4 Defining e-Marketing
1.5 Challenges in e-Marketing
1.6 Objectives of e-Marketing

• 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 Communication Tool
• 1.10 Objective: Save – Using the Internet for Cost Reduction
• 1.11 Objective: Sizzle – Using the Internet as a Brand-Building Tool
  1.12 Introduction to e-Strategy Objectives
  1.13 Tactics, Action, and Control

Chapter 2: Remix

2.1 Introduction to Remix
2.2 What is the Marketing Mix?
2.3 Beyond the Marketing Mix
2.4 The Marketing Mix is Morphing
2.5 Product
2.6 Price
2.7 Place
2.8 Promotion
2.9 People
2.10 Physical Evidence
2.11 Process
2.12 An Extra ‘P’ – Partnerships

Chapter 3: E-Models

3.1 Introduction to E-Models
3.2 Online Revenue Models
3.3 Intermediary Models
3.4 Attribution Models
3.5 Communications Models
3.6 Customer Information Processing Models
3.7 Customer Buying Models
3.8 Loyalty Models
3.9 Social Media Models
3.10 Social Business Models and the Ladder of Engagement

Chapter 4: E-Customers

4.1 Introduction to E-Customers
4.2 Motivations
4.3 Expectations
4.4 Fears and Phobias
4.5 Online Information Processing
4.6 The Online Buying Process
4.7 Online Relationships and Loyalty
4.8 Communities and Social Networks
4.9 Customer Profiles
4.10 Researching the Online Customer
4.11 The Post-Literate Customer

Chapter 5: Social Media Marketing

5.1 What is Social Media Marketing and Why is it Important?
5.2 Benchmarking and Setting Goals for Social Media Marketing
5.3 Creating a Strategy and Plan to Manage Social Media
5.4 Social Listening and Online Reputation Management
5.5 Developing the Content Marketing and Engagement Strategy for Your Brand
5.6 Defining a Social Media Communications Strategy
5.7 Defining Approaches for Core Social Media Platforms
5.8 Social Media Optimization (SMO)

Chapter 6: Site Design

6.1 Introduction to Site Design
6.2 Integrated Design
6.3 Online Value Proposition
6.4 Customer Orientation
6.5 Dynamic Design and Personalization
6.6 Aesthetics
6.7 Page Design
6.8 Content Strategy and Copywriting
6.9 Navigation and Structure
6.10 Interaction
6.11 Mobile Site Design

Chapter 7: Traffic Building

7.1 Introduction to Traffic Building
7.2 Search Engine Marketing
7.3 Online PR
7.4 Online Partnerships
7.5 Interactive Advertising
7.6 Opt-In Email
7.7 Viral Marketing
7.8 Offline Traffic Building

Chapter 8: E-CRM (Electronic Customer Relationship Management)

8.1 Introduction to E-CRM
8.2 Introduction to Relationship Marketing
8.3 Database Marketing
8.4 E-CRM Strategies
8.5 Profiling
8.6 Personalization
8.7 Email Marketing
8.8 Control Issues in E-CRM
8.9 Cleaning the Database
8.10 Making it Happen

 

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