eMarketing Strategy
Chapter 19- eMarketing Strategy 19.1 Introduction A strategy is a long-term plan of action aimed at achieving a particular outcome. Tactics refer to the immediate actions… Read More »eMarketing Strategy
Online Advertising
Market Research
Chapter 18 Market Research 18.1 Introduction While the Internet was developed as a military project, the World Wide Web was developed as a tool for academics… Read More »Market Research
Customer Relationship Management
Chapter 17- Customer Relationship Management 17.1 Introduction If anything, the Internet and the World Wide Web have highlighted the importance of a customer- focused approach to… Read More »Customer Relationship Management
Mobile Marketing
Chapter 16Mobile Marketing 16.1 Introduction The mobile phone is a small gadget that has had a huge impact on our day-to-day lives. It has already had… Read More »Mobile Marketing
Web Analytics and Conversion Optimization
Chapter 15- Web Analytics and Conversion Optimization 15.1 Introduction Picture the scene: you’ve opened up a new fashion retail outlet in the trendiest shopping center in… Read More »Web Analytics and Conversion Optimization
Online Copywriting
Chapter 14- Online Copywriting 14.1 Introduction When it comes to writing copy on the Internet, content is king. The copy on a Web page is a… Read More »Online Copywriting
Web Site Development and Design
Chapter 13- Web Site Development and Design 13.1 Introduction Web development and design are at the heart of successful eMarketing, yet many marketers do not understand… Read More »Web Site Development and Design
Web Public Relations
Chapter 12-Web Public Relations 12.1 Introduction Public Relations is a set of management, supervisory, and technical functions that foster an organization’s ability to strategically listen to,… Read More »Web Public Relations
Online Reputation Management
Chapter 11-Online Reputation Management 11.1 Introduction If Dell were really smart, they’d hire me (yes, me) to come to them and teach them about blogs, about… Read More »Online Reputation Management
Viral Marketing
Chapter 10-Viral Marketing 10.1 Introduction Word-of-mouth marketing is powerful. Edelman’s 2010 Trust Barometer shows that 44 percent of respondents trust “a person like me” as a… Read More »Viral Marketing