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TOC
Current
Table of Contents
About the Author
Acknowledgments
Preface
1
Introduction to eMarketing
1.1
Introduction
1.2
A Brief Timeline in Internet Development
1.3
It’s All about Being Connected!
1.4
How Do People Access the Internet?
1.5
References
2
eMarketing Strategy
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2.1
Introduction
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2.2
The Internet and the Marketing Mix
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2.3
Developing a Marketing Plan
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2.4
eMarketing and Marketing
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2.5
Case Study: Barack Obama’s Strategic Use of the Internet
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2.6
References
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3
Social Media
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3.1
Introduction
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3.2
How It Works
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3.3
Content Sharing: Create and Share
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3.4
Crowdsourcing: Unleashing the Power of the Online Community
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3.5
Creating Content and Opinion: Blogging and Podcasting
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3.6
Social Media and Marketing: Rules of Engagement
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3.7
Case Study: FNB and Idea Bounty
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3.8
References
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4
Crowdsourcing
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4.1
Introduction
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4.2
How It Works
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4.3
The Bigger Picture
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4.4
Case Study: Peperami
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4.5
Reference
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5
Viral Marketing
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5.1
Introduction
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5.2
How It Works
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5.3
Preparing to Go Viral
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5.4
Now What?
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5.5
Case Study: Firebox.com and Speedy Santa
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5.6
References
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6
Search Engine Marketing
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6.1
Introduction
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6.2
Search Engine Optimization
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6.3
References
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7
Search Engine Optimization
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7.1
Introduction
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7.2
How It Works
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7.3
Well-Researched Key Phrases
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7.4
Optimizing Content for Key Phrases
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7.5
Link Popularity
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7.6
Emerging Trends
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7.7
Case Study: Yachting Partners International
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7.8
References
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8
Web Site Development and Design
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8.1
Introduction
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8.2
Usability
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8.3
Search Engine Visibility
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8.4
Design
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8.5
Landing Pages
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8.6
Case Study: Wicked Uncle
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8.7
References
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9
Web Public Relations
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9.1
Introduction
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9.2
How It Works
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9.3
WebPR Tactics
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9.4
Press Releases: Optimized for Search and for Social Media
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9.5
Online Press Room
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9.6
Case Study: Pilkington Self-Cleaning Glass
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9.7
Reference
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10
Online Reputation Management
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10.1
Introduction
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10.2
The First Step: Monitor the Conversation
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10.3
The Second Step: Measure What’s Being Said by Whom
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10.4
The Third Step: Manage—Engaging In and Leading the Conversation
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10.5
The Fourth Step: Maximize—Evolve Your Strategy
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10.6
Ten Rules to Recover from an Online Brand Attack
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10.7
Case Study: Four South African Banks
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10.8
References
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