E-marketing impacts all aspects of marketing from strategy and planning through the marketing mix, marketing communications and buyer behaviour to marketing research. eMarketing eXcellence highlights the most significant opportunities, pitfalls and defines the new marketing approaches needed. It highlights best practice in applying digital media to support a range of organizational goals based on the 20 years ’ plus combined practical Internet marketing experience of the authors. Best practice is exemplified by a selection of the leading pureplay and multichannel organizations who have exploited the unique characteristics of digital media.

E-marketing impacts all organizations. eMarketing eXcellence shows you how to assess your current use of e-marketing and then develop and resource an effective plan.

E-marketing does not exist in a vacuum. Planning must ensure that e-marketing integrates with the marketing objectives and the corporate aims of moving towards e-business. eMarketing eXcellence shows how to develop a plan that achieves this integration.

The e-marketing imperative is further indicated by success stories from leading adopters of e-marketing such as Alliance and Leicester, BMW, Dell, CIPD, Diageo, E-consultancy, ING Direct, Tektronix and TUI, who have found e-marketing to be effective and who are substantially increasing their online marketing expenditure to double-digit percentages of total marketing communications spend.