Chaffey, a marketing trainer and consultant who lectures in e-commerce at universities in the UK, and Smith, a marketing author, speaker, and adviser, offer marketers and undergraduate and
graduate students of business and marketing a guide to creating and implementing e-marketing plans. They discuss its benefits and risks; the difference from e-commerce, e-business, and digital
marketing; the alternative digital communications channels and technology platforms; the problems with sloppy e-marketing; how to present a business case for increasing online activities; how
to evaluate options for an organization’s marketing mix; how to assess the online marketplace, review new business, revenue, and communication models, and develop budget models; the
characteristics of online customers; website design; traffic building, including search engine marketing, online public relations, partnerships, interactive advertising, opt-in email, and viral
marketing; online customer relationship management; measurement and optimization; and planning. This edition incorporates social media technology like Facebook check-in, social networking,
tablets, and mobile applications, and has new sections on online marketing legislation and QR codes, and an expanded section on email marketing. Other new topics include content marketing,
digital body language, inbound marketing, automation, remarketing, earned, owned, and paid media, and the Ladder of Engagement. Annotation ©2013 Book News, Inc., Portland, OR (booknews.com)
