eMarketing: The Essential Guide to Online Marketing

Name: eMarketing: The Essential Guide to Online Marketing
Author: Rob Stokes

By Rob Stokes more

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Product Specifications

Publisher	Saylor Foundation
Author:	Rob Stokes
Number of Pages	493
Available	Available in all digital devices

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Snapshot
About the book

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 optimisation, web development, online copywriting, online advertising, webPR, online reputation management, pay per click advertising, viral marketing, social media marketing, search engine optimisation, 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.

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

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