Download – eMarketing: The Essential Guide to Marketing

eMarketing The Essential Guide to Marketing
The Essential Guide to Marketing in a Digital World

 

About the Book

The Essential Guide to Marketing – The newly updated edition – based on Quirk’s unique Think, Create, Engage, Optimize structure and processes – includes chapters on the latest marketing trends as well as updated facts and figures and all new real-world case studies showing the application of digital best practice.


Other important updates include:

  • Expansion of the THINK section to better position itself as a platform for approaching the rest of the book and the marketing process overall.
  • Enormous improvements to the Market Research and Strategy chapters and the addition of a Content Strategy chapter.
  • New Usability Design chapter.
  • Expansion of the Video Marketing and Mobile chapters to reflect the growing importance of these areas in the digital landscape.

About the Contributors

Author

Rob Stokes earned his Business Science Degree at the University of Cape Town and is the 2009 Bookmarks Winner for the Best Individual Contribution to Digital award. His Marketing Honors Thesis, which focused on the topic of email marketing, led to development of the company Quirk eMarketing, which he currently is the CEO of. He is considered to be an eMarketing specialist and he lectures on Internet Marketing at the University of Cape Town, Red & Yellow School of Advertising and Cape Peninsula University of Technology. He also holds various workshops and presentations on eMarketing across the globe.


Table of Contents

1. Situating digital in marketing
Part 1. Think
2. Digital Marketing Strategy
3. Market Research
4. Content Marketing Strategy
Part 2. Create
5. User Experience Design
6. Web Development and Design
7. Writing for Digital
Part 3. Engage
8. Customer Relationship Management
9. Search Engine Optimisation
10. Search Advertising
11. Online Advertising
12. Affiliate Marketing
13. Video Marketing
14. Social Media Channels
15. Social Media Strategy
16. Email Marketing
17. Mobile Marketing
Part 4. Optimise
18. Data Analytics
19. Conversation Optimisation
20. Appendix

 


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