Customer Reviews

Essential reading for anyone involved in e-Marketing - By: Jazz, 31 Oct 2008
e-Marketing eXcellence, third addition, covers the entire scope of e-Marketing:
Objectives - Do you want to sell? build a brand? talk to & or serve customers?
e-Models - e-commerce, communications, online revenue, web2.0.
e-Customers - Who are they? why do they/don't they buy online? how do they buy? how do you build relationships with them? how do they communicate with each other?
Tools - Not just the internet! iDTV, Digital Radio, Mobile etc.
Site design - Establishing the purpose of the site, best practice design, navigation, structure & copywriting.
Traffic building - SEM, display advertising, e-mail, viral, PR.
CRM - Developing lasting relationships with your customers - database marketing, profiling & personalisation.
e-Business - From value chains to value networks; an analysis what's involvedin setting up & managing an e-Business.

The main body text is well written, & the depth of coverage for each topic is just right for a book this size.

Throughout the book you'll find the following boxes:
e-Marketing Excellence - Real world case studies of how large corporations have used the topic being discussedin that part of the book.
Practical/Best Practice e-Marketing tip - Specifics on how you can use the topic being discussedin your own e-marketing campaigns.
e-Marketing Insight - Views from corporations, technology providers (e.g. Google), e-Marketing experts to get you thinkingin multiple directions.
The book is also littered throughout with high quality charts, graphics & screenshots of actual websites, allin colour, to give you actual examples of how these techniques are being used.

This third edition of the book has extensive coverage on the latest trendsin e-Marketing - viral marketing, web2.0 approaches such as social networking & online PR.

One of the highlights of this book, for me, is thorough coverage of the SOSTAC® approach to e-Marketing planning. Created by Paul Smith (who is a co-author of this book), the model provides a structured framework for building your e-Marketing plans. The model can be applied to projects from small to massive. The book concentrates on how to apply the SOSTAC® model specifically to e-Marketing. Essential reading for anyone involvedin writing e-Marketing plans.

This book has broadened my knowledge of e-Marketingin a way that I would not have been able to do so without it. I found myself constantly thinkingin new directions when reading it. I now have an appreciation of many more aspects of what's involved when planning for, implementing, & testing e-Marketing campaigns, & I would not hesitate to recommend this book to anyone involvedin all aspects (strategizing, managing, implementing) of e-Marketing. The book also serves as an excellent resource for the e-Marketing student.