Emarketing Excellence: planning and optimizing your digital marketing
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
London [u.a.]
Routledge
2013
|
| Edition: | 4. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XXI, 613 S. Ill., graph. Darst. |
| ISBN: | 9780415533355 9780415533379 |
Staff View
MARC
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| 246 | 1 | 3 | |a E-marketing excellence |
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| _version_ | 1824553902648852482 |
| adam_text | Titel: Emarketing excellence
Autor: Chaffey, Dave
Jahr: 2013
Contents
List of figures ix
List of tables xiii
Preface xv
Acknowledgements xxiii
Chapter 1 Introduction to e-marketing 1
1.1 Introduction 3
1.2 Situation - the connected world 4
1.3 Situation - B2C, B2B, C2B and C2C 9
1.4 Situation - e-definitions 14
1.5 Situation - sloppy e-marketing 20
1.6 Objectives 22
1.7 Objective - sell - using the Internet as a sales tool 25
1.8 Objective - serve - using the Internet as a customer-service tool 29
1.9 Objective - speak - using the Internet as a communications tool 33
1.10 Objective - save - using the Internet for cost reduction 38
1.11 Objective - sizzle - using the Internet as a brand-building tool 40
1.12 Introduction to e-strategy objectives 41
1.13 Tactics, action and control 43
Chapter 2 Remix 49
2.1 Introduction to remix 51
2.2 What is the marketing mix? 52
2.3 Beyond the mix 57
2.4 The mix is morphing 58
2.5 Product 63
2.6 Price 70
2.7 Place 75
2.8 Promotion 80
2.9 People 86
2.10 Physical evidence 90
2.11 Process 92
2.12 An extra P - partnerships 95
Chapter 3 E-models 101
3.1 Introduction to e-models 103
3.2 Online revenue models 104
3.3 Intermediary models 107
3.4 Attribution models 112
3.5 Communications models 120
3.6 Customer information processing models 124
3.7 Customer buying models 127
3.8 Loyalty models 131
3.9 Social media models 133
3.10 Social business models and the Ladder of Engagement 137
Chapter 4 E-customers 155
4.1 Introduction to e-customers 157
4.2 Motivations 165
4.3 Expectations 170
4.4 Fears and phobias 174
4.5 Online information processing 177
4.6 The online buying process 182
4.7 Online relationships and loyalty 187
4.8 Communities and social networks 191
4.9 Customer profiles 194
4.10 Researching the online customer 197
4.11 The post-literate customer 204
Chapter 5 Social media marketing 212
5.1 What is social media marketing and why is it important? 214
5.2 Benchmarking and setting goals for social media marketing 220
5.3 Create strategy and plan to manage social media 225
5.4 Social listening and online reputation management 235
5.5 Develop the content marketing and engagement strategy for your brand 241
5.6 Define social media communications strategy 244
5.7 Define approaches for the core social media platforms 262
5.8 Social media optimization (SMO) 271
Chapter 6 Site design 281
6.1 Introduction to site design 283
6.2 Integrated design 295
6.3 Online value proposition 299
6.4 Customer orientation 304
6.5 Dynamic design and personalization 307
6.6 Aesthetics 311
6.7 Page design 320
6.8 Content strategy and copywriting 325
6.9 Navigation and structure 328
6.10 Interaction 333
6.11 Mobile site design 337
Chapter 7 Traffic building 346
7.1 Introduction to traffic building 348
7.2 Search engine marketing 352
7.3 Online PR 377
7.4 Online partnerships 385
7.5 Interactive advertising 392
7.6 Opt-in email 400
7.7 Viral marketing 403
7.8 Offline traffic building 405
Chapter 8 e-CRM 414
8.1 Introduction to e-CRM 416
8.2 Introduction to relationship marketing 422
8.3 Database marketing 433
8.4 e-CRM 440
8.5 Profiling 445
8.6 Personalization 450
8.7 Email marketing 454
8.8 Control issues 459
8.9 Cleaning the database 461
8.10 Making it happen 464
Chapter 9 Managing digital marketing 473
9.1 Introduction 475
9.2 Transformation to e-business 476
9.3 Creating the social business through implementing social CRM 480
9.4 The endless journey - reviewing digital marketing capabilities 487
9.5 Budgeting for digital marketing 488
9.6 Making the business case for e-marketing investment 494
9.7 Selecting the right suppliers for digital marketing 503
9.8 Change management for digital transformation 506
9.9 Measuring and optimizing digital marketing with digital analytics 512
9.10 Automation 518
9.11 Implementing new systems 521
9.12 Managing data quality 525
9.13 E-business security 527
Chapter 10 E-planning 534
10.1 Introduction to e-marketing planning 536
10.2 Situation analysis 540
10.3 Objectives 547
10.4 Strategy 551
10.5 Tactics 559
10.6 Actions 564
10.7 Control 566
10.8 The 3Ms resources: men , money and minutes 576
Glossary 584
Index 603
|
| any_adam_object | 1 |
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| building | Verbundindex |
| bvnumber | BV040310506 |
| classification_rvk | QP 650 |
| ctrlnum | (OCoLC)823229454 (DE-599)BVBBV040310506 |
| dewey-full | 658.8002854678 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
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| dewey-search | 658.8002854678 |
| dewey-sort | 3658.8002854678 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 4. ed. |
| format | Book |
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| id | DE-604.BV040310506 |
| illustrated | Illustrated |
| indexdate | 2025-02-20T06:43:15Z |
| institution | BVB |
| isbn | 9780415533355 9780415533379 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-025165307 |
| oclc_num | 823229454 |
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| owner | DE-521 DE-1049 DE-863 DE-BY-FWS DE-739 |
| owner_facet | DE-521 DE-1049 DE-863 DE-BY-FWS DE-739 |
| physical | XXI, 613 S. Ill., graph. Darst. |
| publishDate | 2013 |
| publishDateSearch | 2013 |
| publishDateSort | 2013 |
| publisher | Routledge |
| record_format | marc |
| spellingShingle | Chaffey, Dave 1963- Smith, Paul R. 1957- Emarketing Excellence planning and optimizing your digital marketing Internet marketing Telemarketing (DE-588)4215401-7 gnd Online-Marketing (DE-588)7706419-7 gnd Marketing (DE-588)4037589-4 gnd Electronic Commerce (DE-588)4592128-3 gnd |
| subject_GND | (DE-588)4215401-7 (DE-588)7706419-7 (DE-588)4037589-4 (DE-588)4592128-3 |
| title | Emarketing Excellence planning and optimizing your digital marketing |
| title_alt | E-marketing excellence |
| title_auth | Emarketing Excellence planning and optimizing your digital marketing |
| title_exact_search | Emarketing Excellence planning and optimizing your digital marketing |
| title_full | Emarketing Excellence planning and optimizing your digital marketing Dave Chaffey and P. R. Smith |
| title_fullStr | Emarketing Excellence planning and optimizing your digital marketing Dave Chaffey and P. R. Smith |
| title_full_unstemmed | Emarketing Excellence planning and optimizing your digital marketing Dave Chaffey and P. R. Smith |
| title_short | Emarketing Excellence |
| title_sort | emarketing excellence planning and optimizing your digital marketing |
| title_sub | planning and optimizing your digital marketing |
| topic | Internet marketing Telemarketing (DE-588)4215401-7 gnd Online-Marketing (DE-588)7706419-7 gnd Marketing (DE-588)4037589-4 gnd Electronic Commerce (DE-588)4592128-3 gnd |
| topic_facet | Internet marketing Telemarketing Online-Marketing Marketing Electronic Commerce |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025165307&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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Indexes
THWS Würzburg Zentralbibliothek Lesesaal
| Call Number: |
1000 QP 650 C433 E5(4) |
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