eMarketing: The Essential Guide to Online Marketing

eMarketing: The Essential Guide to Online Marketing is a comprehensive textbook containing holistic and integrated eMarketing tactics. This textbook can be used to support and enhance any marketing or emarketing course. Chapters detail strategies for email and web marketing, customer relationship management, online reputation management, mobile marketing, and online research. Case studies are also included which can be used for student activities or discussion.

eMarketing embraces a wide range of strategies, but what underpins successful eMarketing is a user-centric and cohesive approach to these strategies. Marketing is about conversations, and the Internet has become a hub of conversations. The connected nature of the Internet allows us to follow and track these conversations, and provides entry points for all parties. What follows in this book are ways of conversing with potential and existing customers using the Internet.