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Table of Contents

    • About the Author
    • Acknowledgments
    • Preface
    • 1Introduction to eMarketing
      • 1.1Introduction
      • 1.2A Brief Timeline in Internet Development
      • 1.3It’s All about Being Connected!
      • 1.4How Do People Access the Internet?
      • 1.5References
    • 2eMarketing Strategy

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      • 2.1Introduction

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      • 2.2The Internet and the Marketing Mix

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      • 2.3Developing a Marketing Plan

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      • 2.4eMarketing and Marketing

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      • 2.5Case Study: Barack Obama’s Strategic Use of the Internet

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      • 2.6References

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    • 3Social Media

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      • 3.1Introduction

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      • 3.2How It Works

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      • 3.3Content Sharing: Create and Share

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      • 3.4Crowdsourcing: Unleashing the Power of the Online Community

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      • 3.5Creating Content and Opinion: Blogging and Podcasting

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      • 3.6Social Media and Marketing: Rules of Engagement

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      • 3.7Case Study: FNB and Idea Bounty

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      • 3.8References

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    • 4Crowdsourcing

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      • 4.1Introduction

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      • 4.2How It Works

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      • 4.3The Bigger Picture

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      • 4.4Case Study: Peperami

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      • 4.5Reference

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    • 5Viral Marketing

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      • 5.1Introduction

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      • 5.2How It Works

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      • 5.3Preparing to Go Viral

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      • 5.4Now What?

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      • 5.5Case Study: Firebox.com and Speedy Santa

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      • 5.6References

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    • 6Search Engine Marketing

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      • 6.1Introduction

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      • 6.2Search Engine Optimization

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      • 6.3References

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    • 7Search Engine Optimization

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      • 7.1Introduction

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      • 7.2How It Works

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      • 7.3Well-Researched Key Phrases

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      • 7.4Optimizing Content for Key Phrases

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      • 7.5Link Popularity

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      • 7.6Emerging Trends

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      • 7.7Case Study: Yachting Partners International

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      • 7.8References

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    • 8Web Site Development and Design

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      • 8.1Introduction

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      • 8.2Usability

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      • 8.3Search Engine Visibility

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      • 8.4Design

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      • 8.5Landing Pages

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      • 8.6Case Study: Wicked Uncle

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      • 8.7References

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    • 9Web Public Relations

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      • 9.1Introduction

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      • 9.2How It Works

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      • 9.3WebPR Tactics

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      • 9.4Press Releases: Optimized for Search and for Social Media

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      • 9.5Online Press Room

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      • 9.6Case Study: Pilkington Self-Cleaning Glass

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      • 9.7Reference

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    • 10Online Reputation Management

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      • 10.1Introduction

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      • 10.2The First Step: Monitor the Conversation

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      • 10.3The Second Step: Measure What’s Being Said by Whom

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      • 10.4The Third Step: Manage—Engaging In and Leading the Conversation

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      • 10.5The Fourth Step: Maximize—Evolve Your Strategy

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      • 10.6Ten Rules to Recover from an Online Brand Attack

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      • 10.7Case Study: Four South African Banks

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      • 10.8References

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