eMarketing: The Essential Guide to Online Marketing

eMarketing: The Essential Guide to Online Marketing
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Publisher: Saylor Foundation
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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 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