Emarketing Excellence: The Heart of Ebusiness - Couverture souple

Smith, P. R.

Couverture souple

ISBN 10 : 0750653353 ISBN 13 : 9780750653350

Editeur : Butterworth-Heinemann Ltd, 2001

Synopsis

'eMarketing eXcellence' offers an exciting new approach to help you build a customer-driven e-business. As the core text for the CIM's E-marketing award, the book offers a highly structured and accessible guide to a critical subject, providing a useful reference point for all students and managers involved in marketing strategy and implementation. A practical guide to creating and executing e-marketing plans, this book combines 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 communications strategies and experienced e-marketers looking to optimise their e-marketing. The book shows how to: Draw up an outline e-marketing plan Evaluate and apply e-marketing principles & 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 new 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 web site design.

A propos du livre

À propos de l'auteur

A leading internet marketing consultant, trainer and author. Recognised by the CIM as one of 50 gurus who have shaped the future of marketing, Dave is an examiner on the CIM e-Marketing Award and course director for CIM e-marketing workshops since 1997. He is the managing director of Marketing Insights Limited and also lectures in e-business at the Universities of Cranfield, Leeds and Warwick.

Détails de l'édition

• Éditeur: Butterworth-Heinemann Ltd
• Date d'édition: 2001
• Langue: anglais
• ISBN 10: 0750653353
• ISBN 13: 9780750653350
• Reliure: Broché
• Nombre de pages: 360
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible