Read more about eMarketing - The Essential Guide to Online Marketing

eMarketing - The Essential Guide to Online Marketing

(4 reviews)

Copyright Year: 2012

Publisher: BCcampus

Language: English

Formats Available

Conditions of Use

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CC BY-NC-SA

Reviews

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Reviewed by Julie Turgeon, Business Faculty, Holyoke Community College on 6/30/21

Some chapters are extremely short. I especially found the chapter on Social Media to be cut short. The text provides an overview of social media but with how much social media has grown including the topic of algorithms and influencers. ... read more

Reviewed by Justin Pomerance, PhD Candidate, University of Colorado Boulder on 6/11/20

This book is definitely comprehensive—I taught digital marketing twice before ever seeing this book, and it covers all of the topics that I hit on in my class, plus many more. As I mention later, I really like that they begin with strategy,... read more

Reviewed by Michelle Glasmann Skaggs, Assistant Professor, Community College of Denver on 4/30/20

Structured more for upperdivision level class, not lower. read more

Reviewed by Jennifer Johnson Jorgensen, Assistant Professor, University of Nebraska - Lincoln on 12/5/19

This book covers the major components of how to engage in online marketing. Topics highlighted in the book are brief, but based on the breadth of the book, it needs to be. I would have enjoyed a little more content on influencers, as well as the... read more

Table of Contents

  • Chapter 1: Introduction to eMarketing
  • Chapter 2: E-mail Marketing
  • Chapter 3: Online Advertising
  • Chapter 4: Affiliate Marketing
  • Chapter 5: Search Engine Marketing
  • Chapter 6: Search Engine Optimization
  • Chapter 7: Pay per Click Advertising
  • Chapter 8: Social Media
  • Chapter 9: Crowdsourcing
  • Chapter 10: Viral Marketing
  • Chapter 11: Online Reputation Management
  • Chapter 12: Web Public Relations
  • Chapter 13: Web Site Development and Design
  • Chapter 14: Online Copywriting
  • Chapter 15: Web Analytics and Conversion Optimization
  • Chapter 16: Mobile Marketing
  • Chapter 17: Customer Relationship Management
  • Chapter 18: Market Research
  • Chapter 19: eMarketing Strategy

Ancillary Material

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  • About the Book

    eMarketing: The Essential Guide to Online Marketing is a textbook intended for third and fourth year marketing students and draws on both academic theory and practical experience. The book offers students information that is applicable to the eMarket industry by providing examples that are easily relatable. The book covers all of the important aspects of online marketing, including the areas associated with search engine marketing, affiliate marketing, web analytics and conversion optimization, web development, online copywriting, online advertising, webPR, online reputation management, pay per click advertising, viral marketing, social media marketing, search engine optimization, eMarketing strategy, market research, mobile marketing, crowd sourcing, and customer relationship management. The book also features summaries, learning objectives and discussion points for each chapter, as well as, a glossary and index.