Machine generated contents note: ch. 1 Introduction to e-marketing -- 1.1.Introduction -- 1.2.Situation - the connected world -- 1.3.Situation - B2C, B2B, C2B and C2C -- 1.4.Situation - e-definitions -- 1.5.Situation - sloppy e-marketing -- 1.6.Objectives -- 1.7.Objective - sell - using the Internet as a sales tool -- 1.8.Objective - serve - using the Internet as a customer-service tool -- 1.9.Objective - speak - using the Internet as a communications tool -- 1.10.Objective - save - using the Internet for cost reduction -- 1.11.Objective - sizzle - using the Internet as a brand-building tool -- 1.12.Introduction to e-strategy objectives -- 1.13.Tactics, action and control -- ch. 2 Remix -- 2.1.Introduction to remix -- 2.2.What is the marketing mix? -- 2.3.Beyond the mix -- 2.4.The mix is morphing -- 2.5.Product -- 2.6.Price -- 2.7.Place -- 2.8.Promotion -- 2.9.People -- 2.10.Physical evidence -- 2.11.Process -- 2.12.An extra `P'- partnerships -- ch. 3 E-models --

Contents note continued: 3.1.Introduction to e-models -- 3.2.Online revenue models -- 3.3.Intermediary models -- 3.4.Attribution models -- 3.5.Communications models -- 3.6.Customer information processing models -- 3.7.Customer buying models -- 3.8.Loyalty models -- 3.9.Social media models -- 3.10.Social business models and the Ladder of Engagement -- ch. 4 E-customers -- 4.1.Introduction to e-customers -- 4.2.Motivations -- 4.3.Expectations -- 4.4.Fears and phobias -- 4.5.Online information processing -- 4.6.The online buying process -- 4.7.Online relationships and loyalty -- 4.8.Communities and social networks -- 4.9.Customer profiles -- 4.10.Researching the online customer -- 4.11.The post-literate customer -- ch. 5 Social media marketing -- 5.1.What is social media marketing and why is it important? -- 5.2.Benchmarking and setting goals for social media marketing -- 5.3.Create strategy and plan to manage social media -- 5.4.Social listening and online reputation management --

Contents note continued: 5.5.Develop the content marketing and engagement strategy for your brand -- 5.6.Define social media communications strategy -- 5.7.Define approaches for the core social media platforms -- 5.8.Social media optimization (SMO) -- ch. 6 Site design -- 6.1.Introduction to site design -- 6.2.Integrated design -- 6.3.Online value proposition -- 6.4.Customer orientation -- 6.5.Dynamic design and personalization -- 6.6.Aesthetics -- 6.7.Page design -- 6.8.Content strategy and copywriting -- 6.9.Navigation and structure -- 6.10.Interaction -- 6.11.Mobile site design -- ch. 7 Traffic building -- 7.1.Introduction to traffic building -- 7.2.Search engine marketing -- 7.3.Online PR -- 7.4.Online partnerships -- 7.5.Interactive advertising -- 7.6.Opt-in email -- 7.7.Viral marketing -- 7.8.Offline traffic building -- ch. 8 e-CRM -- 8.1.Introduction to e-CRM -- 8.2.Introduction to relationship marketing -- 8.3.Database marketing -- 8.4.e-CRM -- 8.5.Profiling --

Contents note continued: 8.6.Personalization -- 8.7.Email marketing -- 8.8.Control issues -- 8.9.Cleaning the database -- 8.10.Making it happen -- ch. 9 Managing digital marketing -- 9.1.Introduction -- 9.2.Transformation to e-business -- 9.3.Creating the social business through implementing social CRM -- 9.4.The endless journey - reviewing digital marketing capabilities -- 9.5.Budgeting for digital marketing -- 9.6.Making the business case for e-marketing investment -- 9.7.Selecting the right suppliers for digital marketing -- 9.8.Change management for digital transformation -- 9.9.Measuring and optimizing digital marketing with digital analytics -- 9.10.Automation -- 9.11.Implementing new systems -- 9.12.Managing data quality -- 9.13.E-business security -- ch. 10 E-planning -- 10.1.Introduction to e-marketing planning -- 10.2.Situation analysis -- 10.3.Objectives -- 10.4.Strategy -- 10.5.Tactics -- 10.6.Actions -- 10.7.Control --

Contents note continued: 10.8.The 3Ms resources: `men', money and minutes.