• 26,99 €

Description de l’éditeur

'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.

GENRE
Entreprise et management
SORTIE
2012
12 octobre
LANGUE
EN
Anglais
LONGUEUR
360
Pages
ÉDITEUR
Taylor and Francis
TAILLE
12.6
Mo

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