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Cover of eMarketing: The Essential Guide to Online Marketing v1.0
Published: 
August 2010
Page Count: 
292
ISBN (Digital): 
978-1-4533-2758-6

eMarketing: The Essential Guide to Online Marketing

Version 1.0
By Rob Stokes

Included Supplements

Key Features

  • Search engine marketing and search engine optimization.
  • Affiliate marketing Web analytics and conversion optimization.
  • Web development.
  • Online copywriting and pay-per-click advertising.
  • Social media marketing and web PR.
  • eMarketing strategy and market research.
  • Mobile marketing.
  • Crowdsourcing and customer relationship management.
  • Customizable.

Students

Online Access Price:  $33.95 Color Printed Textbook with Online Access Price:  $60.95
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This textbook is suitable for the following courses: Advertising, Marketing, Digital Marketing.

In writing eMarketing: The Essential Guide to Online Marketing, marketing guru Rob Stokes consolidated eleven years of real online marketing experience at Quirk into a full length textbook, drawing from both academic theory and practical experience.

  • About the Author
  • Acknowledgments
  • Preface

    • Chapter 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

    • Chapter 2: E-mail Marketing

  • 2.1 Introduction
  • 2.2 History
  • 2.3 How It Works
  • 2.4 Nine Steps to Executing an E-mail Campaign
  • 2.5 References

    • Chapter 3: Online Advertising

  • 3.1 Introduction
  • 3.2 How It Works
  • 3.3 How to Show Your Message
  • 3.4 How to Pay
  • 3.5 Ad Servers and Advertising Networks
  • 3.6 Putting It All Together
  • 3.7 The Advantages of Online Advertising
  • 3.8 Disadvantages of Online Advertising
  • 3.9 Case Study: BMW South Africa
  • 3.10 References

    • Chapter 4: Affiliate Marketing

  • 4.1 Introduction
  • 4.2 How It Works
  • 4.3 Tracking: The Lifeline of Affiliate Marketing
  • 4.4 When Things Go Wrong
  • 4.5 How Do Affiliates Promote Merchants?
  • 4.6 Affiliate Networks
  • 4.7 Tools of the Trade
  • 4.8 Setting Up a Campaign
  • 4.9 Pros and Cons
  • 4.10 Case Study: Prezzybox.com
  • 4.11 References

    • Chapter 5: Search Engine Marketing

  • 5.1 Introduction
  • 5.2 Search Engine Optimization
  • 5.3 References

    • Chapter 6: Search Engine Optimization

  • 6.1 Introduction
  • 6.2 How It Works
  • 6.3 Well-Researched Key Phrases
  • 6.4 Optimizing Content for Key Phrases
  • 6.5 Link Popularity
  • 6.6 Emerging Trends
  • 6.7 Case Study: Yachting Partners International
  • 6.8 References

    • Chapter 7: Pay per Click Advertising

  • 7.1 Introduction
  • 7.2 How It Works
  • 7.3 Keywords and Match Types
  • 7.4 Planning and Setting Up a Campaign
  • 7.5 Online Comparison Engines
  • 7.6 Pros and Cons
  • 7.7 Case Study: Southern Sun
  • 7.8 References

    • Chapter 8: Social Media

  • 8.1 Introduction
  • 8.2 How It Works
  • 8.3 Content Sharing: Create and Share
  • 8.4 Crowdsourcing: Unleashing the Power of the Online Community
  • 8.5 Creating Content and Opinion: Blogging and Podcasting
  • 8.6 Social Media and Marketing: Rules of Engagement
  • 8.7 Case Study: FNB and Idea Bounty
  • 8.8 References

    • Chapter 9: Crowdsourcing

  • 9.1 Introduction
  • 9.2 How It Works
  • 9.3 The Bigger Picture
  • 9.4 Case Study: Peperami
  • 9.5 Reference

    • Chapter 10: Viral Marketing

  • 10.1 Introduction
  • 10.2 How It Works
  • 10.3 Preparing to Go Viral
  • 10.4 Now What?
  • 10.5 Case Study: Firebox.com and Speedy Santa
  • 10.6 References

    • Chapter 11: Online Reputation Management

  • 11.1 Introduction
  • 11.2 The First Step: Monitor the Conversation
  • 11.3 The Second Step: Measure What’s Being Said by Whom
  • 11.4 The Third Step: Manage—Engaging In and Leading the Conversation
  • 11.5 The Fourth Step: Maximize—Evolve Your Strategy
  • 11.6 Ten Rules to Recover from an Online Brand Attack
  • 11.7 Case Study: Four South African Banks
  • 11.8 References

    • Chapter 12: Web Public Relations

  • 12.1 Introduction
  • 12.2 How It Works
  • 12.3 WebPR Tactics
  • 12.4 Press Releases: Optimized for Search and for Social Media
  • 12.5 Online Press Room
  • 12.6 Case Study: Pilkington Self-Cleaning Glass
  • 12.7 Reference

    • Chapter 13: Web Site Development and Design

  • 13.1 Introduction
  • 13.2 Usability
  • 13.3 Search Engine Visibility
  • 13.4 Design
  • 13.5 Landing Pages
  • 13.6 Case Study: Wicked Uncle
  • 13.7 References

    • Chapter 14: Online Copywriting

  • 14.1 Introduction
  • 14.2 How It Works
  • 14.3 Short Copy
  • 14.4 Long Copy
  • 14.5 Reference

    • Chapter 15: Web Analytics and Conversion Optimization

  • 15.1 Introduction
  • 15.2 How It Works
  • 15.3 Tracking and Collecting Data
  • 15.4 Analyzing Data
  • 15.5 Case Study: Firefox 3
  • 15.6 References

    • Chapter 16: Mobile Marketing

  • 16.1 Introduction
  • 16.2 Why the Mobile Phone?
  • 16.3 Mobile Phones: More than Phone Calls
  • 16.4 Short Message Service (SMS)
  • 16.5 Multimedia Message Service
  • 16.6 Mobile Web
  • 16.7 Case Study: Peugeot 107’s Break Free Campaign
  • 16.8 References

    • Chapter 17: Customer Relationship Management

  • 17.1 Introduction
  • 17.2 Why Electronic Customer Relationship Management?
  • 17.3 Putting a Value on Customer Relationship Management
  • 17.4 Using Customer Relationship Management to Inform Your eMarketing Tactics
  • 17.5 Technology and Customer Relationship Management
  • 17.6 Case Study: Virtual Works and PG Glass
  • 17.7 References

    • Chapter 18: Market Research

  • 18.1 Introduction
  • 18.2 Quantitative and Qualitative Research
  • 18.3 Primary and Secondary Research
  • 18.4 Online Surveys: Gathering Data
  • 18.5 Case Study: BrandsEye
  • 18.6 References

    • Chapter 19: eMarketing Strategy

  • 19.1 Introduction
  • 19.2 The Internet and the Marketing Mix
  • 19.3 Developing a Marketing Plan
  • 19.4 eMarketing and Marketing
  • 19.5 Case Study: Barack Obama’s Strategic Use of the Internet
  • 19.6 References
    • Instructor’s Manual

    Instructor’s Manual

    The Instructor’s Manual guides you through the main concepts of each chapter and important elements such as learning objectives, key terms, and key takeaways. Can include answers to chapter exercises, group activity suggestions, and discussion questions.

    Instructor’s Manual

    PowerPoint Lecture Notes

    PowerPoint Lecture Notes

    A PowerPoint presentation highlighting key learning objectives and the main concepts for each chapter are available for you to use in your classroom. You can either cut and paste sections or use the presentation as a whole.

    PowerPoint Lecture Notes

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    Test Bank Files for Import to Learning Management Systems

    Test Bank Files for Import to Learning Management Systems

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    Test Item File

    Test Item File

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    Rob Stokes University of Cape Town

    While studying a Business Science Degree at UCT in the ‘90s, Rob's love for both technology and marketing merged in his Marketing Honours Thesis, which focused on the topic of Email Marketing. His vision for taking online marketing to the world was the beginning of Quirk eMarketing as we know it today. Energetic, inspired, and dedicated to motivating people and empowering them, Rob manages to bring these qualities to both clients and staff. He has filled the QuirkStation with stars who have created a formidable eMarketing machine with an international client base. Rob is not only passionate about the world of eMarketing, but also about making it an accessible tool to others. This eMarketing specialist lectures on Internet Marketing at UCT, Red & Yellow School of Advertising and Cape Peninsula University of Technology. With boundless energy and enthusiasm, he also manages to deliver various workshops and presentations across the globe.

    Additions & Errata

    • Deleted dead link in 2.5: http://www.email-marketing-reports.com/newsletterspromotions.htm. (11/29/18)
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