[...]...This page is intentionally left blank Preface Why eMarketing eXcellence? E-marketing impacts all aspects of marketing from strategy and planning through the marketing mix, marketing communications and buyer behaviour to marketing research eMarketing eXcellence highlights the most significant opportunities, pitfalls and defines the new marketing approaches... digital media E-marketing impacts all organizations eMarketing eXcellence shows you how to assess your current use of e-marketing and then develop and resource an effective plan E-marketing does not exist in a vacuum Planning must ensure that e-marketing integrates with the marketing objectives and the corporate aims of moving towards e-business eMarketing eXcellence shows how to develop a plan that achieves... found e-marketing to be effective and who are substantially increasing their online marketing expenditure to double-digit percentages of total marketing communications spend How is eMarketing eXcellence structured? eMarketing eXcellence has been developed to help you learn efficiently It has supported students on many university and college business and marketing courses and a range of specialist qualifications... e-marketing Students This book has been created as the core text for the CIM e-marketing professional development award and the Institute of Direct Marketing Digital Marketing Qualifications As such, eMarketing eXcellence will support the following students in their studies: ● Professionals studying for recognized qualifications The book provides comprehensive coverage of the syllabus for these awards ●... teaching Web links given in the text and at the end of each chapter highlight key information sources for particular topics PREFACE LEARNING FEATURES A range of features have been incorporated into eMarketing eXcellence to help the reader get the most out of it They have been designed to assist understanding, reinforce learning and help readers find information easily The features are described in the... referred to in the main text Preface to the third edition The innovation in digital technologies and the ways in which we interact with them have continued relentlessly since the second edition of eMarketing eXcellence The most dramatic changes have been in user participation facilitated by the new Web 2.0 digital technologies and evolving Web 3.0 approaches Today, and into the future, consumers don’t... structure based on sections with clear learning outcomes, summaries and self-test questions The E-marketing Insight boxes give varied perspectives from practitioners and academics while the E-marketing Excellence boxes give examples of best practice We have also included numerous tips and best practice checklists for you to compare your e-marketing against and to help you develop a plan xii PREFACE... describing what readers can learn through reading the chapter and completing the self-test ● Chapter topics: chapter contents and the learning objectives for each section In each chapter ● E-marketing Excellence boxes: real-world examples of best practice approaches referred to in the text ● E-marketing Insight boxes: quotes, opinions and frameworks from industry practitioners and academics ● E-marketing... e-marketing such as managing an intranet or company web site MBA – we find that this book actually gives non marketing people a good grounding in marketing principles, business operations and of course emarketing WHAT DOES THE BOOK OFFER TO LECTURERS TEACHING THESE COURSES? This book is intended to be a comprehensive guide to all aspects of deploying e-marketing within an organization It builds on existing... brand-building, media and social network components, depending upon the range of products they offer Virgin (www.virgin.com) is an example of one such company 11 12 CHAPTER 1 INTRODUCTION TO E-MARKETING E-MARKETING EXCELLENCE Argos and RS Components exploit new markets When catalogue retailer Argos (www.argos.co.uk) launched its web site, it found that sales were not limited to its core B2C market Around 10% of the .