Read more about eMarketing: The Essential Guide to Marketing in a Digital World - 6th Edition

eMarketing: The Essential Guide to Marketing in a Digital World - 6th Edition

(12 reviews)

Rob Stokes, Quirk eMarketing

Copyright Year: 2013

Last Update: 2018

ISBN 13: 9780620565158

Publisher: Red & Yellow

Language: English

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Reviewed by Klara Karol, Instructor of Business Administration, Holyoke Community College on 6/29/20

The content of the book is relevant and covers most marketing principles. One area I find missing is Global Marketing. Especially from e-marketing perspective it's important to cover the ever flattening global environment and its benefits and... read more

Reviewed by Erica Elliott, Instructor of Digital Marketing, Grace College on 1/6/19

Overall, a majority of the digital marketing fundamentals the text covers are still relevant today, and it includes an applicable Table of Contents, Glossary and Index. The text does do a good job of introducing the digital marketing concepts and... read more

Reviewed by Ye Wang, Associate Professor, University of Missouri - Kansas City on 10/22/18

The introduction does a great job of summarizing all aspects of digital advertising into four words (Think, Create, Engage, Optimize), and points out the key challenges (niche communities, influential media personalities, and fragmented... read more

Reviewed by Rick Olsen, Professor and Chair, University of North Carolina Wilmington on 5/21/18

Very comprehensive and their shift from digital marketing to marketing in a digital world makes for a positive shift in framing the challenges the book addresses. There is a good blend of “tried and true” such as SWOT and updates such as adding... read more

Reviewed by Catherine Jai, Associate Professor, Texas Tech University on 3/27/18

The book provides a nice 4-step strategical framework (think, create, engage and optimize) to introduce digital marketing. Under each section, there are a list of closely related subtopics covered. It is comprehensive in the way that covers many... read more

Reviewed by Sayed Gilani, PhD researcher, Glasgow Caledonian University on 2/1/18

I was very impressed with how comprehensive the book was in relation to small business management. Additionally, there is a big appendix in Chapter 16 which reviews ideas within the book. read more

Reviewed by Minh Huynh, Associate Professor, Southeastern Louisiana University on 6/20/17

This textbook has an excellent coverage of the subject matter. It includes almost all aspects in e-marketing ranging from emarketing tactics to strategy as well as Web design, writing for the web, marketing research. It is good for giving... read more

Reviewed by Susan E. Bouchard, Adjunct Faculty, Rhode Island College on 4/11/17

This is a good base text for an introductory digital marketing course. It could be supplemented with current social media concepts and practices for third and fourth year students. It offers an overview of the structure of essential marketing... read more

Reviewed by Laura Lott Valenti, Instructor of Marketing, Nicholls State University on 2/8/17

The text adequately addresses the major and minor details of e-marketing and in some cases provide a “how-to” section, allowing practitioners to use it as a reference. One area missing for the classroom is an international comparison of... read more

Reviewed by Michael Adams, Instructor, Chemeketa Community College on 2/8/17

The text is very comprehensive, compared to two other emarketing texts that I have used. Emarketing is a fast moving subject area, so it is challenging to cover all of the emerging aspects of this topic. The author manages to do this in a way... read more

Reviewed by Barb Dodd, Adjunct Professor, Virginia Commonwealth University on 12/5/16

This book offers an overall perspective of e-marketing. Although app development and current technology has impacted e-marketing the text provides perspective. read more

Reviewed by Dave Seng, Adjunct Professor, University of Arizona on 6/10/15

The text covers all areas of emarketing. Very thorough, complete, and comprehensive. read more

Table of Contents

Part One: Think
  • Chapter 1 Strategy and context
  • Chapter 2 Understanding customer behavior
  • Chapter 3 Data-driven decision making
  • Chapter 4 Market research
Part Two: Create
  • Chapter 5 User experience (UX) design
  • Chapter 6 Web development and design
  • Chapter 7 Mobile channels and apps
  • Chapter 8 Search engine optimisation (SEO)
  • Chapter 9 Digital copywriting
  • Chapter 10 eCommerce
Part Three: Engage
  • Chapter 11 Search advertising
  • Chapter 12 Online advertising
  • Chapter 13 Social media advertising

Part Four: Retain

  • Chapter 14 Customer relationship management
  • Chapter 15 Content marketing strategy
  • Chapter 16 Social media platforms
  • Chapter 17 Social media strategy
  • Chapter 18 Direct marketing: email and mobile
  • Chapter 19 Video marketing
Part Five: Optimise
  • Chapter 20 Conversion optimisation
  • Chapter 21 Data analytics
  • Chapter 22 Appendix: Understanding the Internet
  • Chapter 23 Last words

About the Book

The newly updated edition - based on Quirk's unique Think, Create, Engage, Optimise structure and processes - includes chapters on the latest marketing trends as well as updated facts and figures and all new real-world case studies showing the application of digital best practice.

Other important updates include:

  • Expansion of the THINK section to better position itself as a platform for approaching the rest of the book and the marketing process overall.
  • Enormous improvements to the Market Research and Strategy chapters and the addition of a Content Strategy chapter.
  • New Usability Design chapter.
  • Expansion of the Video Marketing and Mobile chapters to reflect the growing importance of these areas in the digital landscape.

About the Contributors


Rob Stokes earned his Business Science Degree at the University of Cape Town and is the 2009 Bookmarks Winner for the Best Individual Contribution to Digital award. His Marketing Honors Thesis, which focused on the topic of email marketing, led to development of the company Quirk eMarketing, which he currently is the CEO of. He is considered to be an eMarketing specialist and he lectures on Internet Marketing at the University of Cape Town, Red & Yellow School of Advertising and Cape Peninsula University of Technology. He also holds various workshops and presentations on eMarketing across the globe.