Digital Marketing Excellence ─ Planning, Optimizing and Integrating Online Marketing

Now in its fifth edition, the hugely successful eMarketing eXcellence is fully updated, keeping you in line with the changes in this dynamic and exciting field and helping you create effective and up-to-date customer-centric e-marketing plans.

A practical guide to creating and executing e-marketing plans, it combines established approaches to marketing planning with the creative use of new e-models and e-tools. It is designed to support both marketers and e-marketers, and students of business or marketing who want a thorough yet practical grounding in e-marketing.

Written by two highly experienced eMarketing consultants, the book shows you how to:

* Draw up an outline e-marketing plan

* Evaluate and apply e-marketing principles and models

* Integrate online and offline communications

* Implement customer-driven e-marketing

* Reduce costly trial and error

* Measure and enhance your e-marketing

* Drive your e-business forward

This new edition seamlessly integrates the latest changes in social media technology, including expanded coverage of mobile technology, demonstrating how these new ways to reach customers can be integrated into your marketing plans. It also includes new sections on data analytics, clearly demonstrating how marketers can leverage data to their advantage.

Offering a highly structured and accessible guide to a critical and far-reaching subject,eMarketing eXcellence, fifth edition provides a vital reference point for all students and managers involved in marketing strategy and implementation.

Dave Chaffey leading internet marketing consultant, trainer and author. Recognised by the CIM as one of 50 gurus who have shaped the future of marketing, Dave is an examiner on the CIM e-Marketing Award and course director for CIM e-marketing workshops since 1997. He is the managing director of Marketing Insights Limited and also lectures in e-business at the Universities of Cranfield, Leeds and Warwick.

Paul Smith is a best selling marketing author, international speaker and consultant. He is the originator of SOSTACR Planning System which is used by organisations around the world.