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 taken to execute a strategy. While most of the chapters… eMarketing Strategy
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 to allow information to be shared freely. This foundation of… Market Research
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 business and marketing. It may seem obvious now, but the… Customer Relationship Management
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 a profound impact on the way we communicate and conduct… Mobile Marketing
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 town. You’ve spent a small fortune on advertising and branding.… Web Analytics and Conversion Optimization
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 hardworking multitasker. It needs to provide information to visitors, engage… Online Copywriting
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 the importance of laying solid foundations here. Like building a… Web Site Development and Design
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, appreciate, and respond to those persons whose mutually beneficial relationships… Web Public Relations
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 how their customers now have a voice; about how their… Online Reputation Management
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 spokesperson.“Edelman Trust Barometer 2010,” Edelman, 2010, http://www.edelman.co.uk/trustbarometer/files/edelman-trust-barometer-2010.pdf (accessed May 10, 2010). In Chapter 8… Viral Marketing