eMarketing - the essential guide to online marketing

"Cẩm nang của eMarketing Quirk bao gồm tất cả các khái niệm quan trọng nhất là cần thiết cho sự xuất sắc eMarketing ngày hôm nay. Tôi rất muốn giới thiệu nó như một hướng dẫn và nghiên cứu tài liệu tham khảo hướng dẫn sử dụng của một học viên. Xin chúc mừng các QuirkStars trên tất cả các nghiên cứu, tư tưởng và công việc đã rõ ràng là đi vào điều này ".
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eMarketing - the essential guide to online marketing ii i advance quotes about eMarketing: the essential guide to online marketing “Quirk’s eMarketing handbook covers all the most important concepts which are necessary for eMarketing excellence today. I would highly recommend it as both a study guide and a practitioner’s reference manual. Congratulations to the QuirkStars on all the thought, research and work that has obviously gone into this.” Dave Duarte, founder and director of Nomadic Marketing, UCT Graduate School of Business “WOW! It is an inspiration to see such a well written and truly essential guide to online marketing being written by South Africans! eMarketing: The Essential Guide to Online Marketing should be read and referenced by every smart marketer who is dealing with the complicated world of eMarketing.” Bronwen Auret, Online Marketing Specialist, South African Tourism “The perfect starting point for anyone entering the world of online marketing…. truly impressive.” Stafford Masie, Country Manager, Google South Africa “I’ve known Quirk for many years and it’s very exciting to see all their experience distilled into this textbook. Furthermore, their contribution to Open Education by licensing this book under Creative Commons is an initiative I strongly support. Read this book.” Scott Gray, Interactive Marketing, BMW South Africa ii iii eMarketing: The Essential Guide to Online Marketing By Rob Stokes Compiled by Sarah Blake First published 2008 by Quirk eMarketing (Pty) Ltd. © Copyright 2008 Quirk eMarketing (Pty) Ltd. This book is published under the Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 Unported License. This means that you can share and distribute this work and you can even modify it, as long as you do not use it for commercial gain, you share all modifications and you credit Quirk eMarketing (Pty) Ltd. For more information, you can visit www.creativecommons.org or www.quirk.biz/emarketingtextbook. ISBN: 978-0-620-41135-6 Book design and typesetting by Solveig Bosch. Cover illustration inspired by Craig Raw and eMarketing: The Essential Guide to Online Marketing design and illustration by Peter Lehto. by Rob Stokes We’ve used the font DIN in this book and it is printed in South Africa on recycled paper by Shumani Printers (www.shumaniprinters.com). compiled by Sarah Blake Trademarks All terms or names used in this book that are known to be trademarks or service marks have been appropriately capitalised. Quirk eMarketing (Pty) Ltd cannot attest to the accuracy of this information. Use of a term in this book should not be regarded as affecting the validity of any trademark or service mark. We have also made every effort to obtain permission for and to acknowledge copyright material. Should any infringement of copyright have occurred, please contact us and every effort will be made to rectify omissions or errors in the event of a reprint or new edition. You can contact us on textbook@quirk.biz. Warning and Disclaimer Every effort has been made to make this book as complete and accurate as possible, but no warranties regarding its contents, whether fact, speculation or opinion, are made nor is fitness for any use implied. The information provided is on an “as is” basis. The author, compiler and Quirk eMarketing (Pty) Ltd shall have neither liability nor responsibility to any person or entity with respect to any loss or damages arising from the information contained in this book. Full details of Quirk eMarketing (Pty) Ltd may be obtained via its web site (www.quirk.biz) or may be requested directly at textbook@quirk.biz. iv v preface When I started Quirk almost 10 years ago, it was yet another one of my crazy Since Quirk’s inception, we have been steadily building a huge amount of informative entrepreneurial adventures. I had little idea back then of what Quirk would grow content around the various elements of online marketing. This turned into our into today. eMarketing 101 series, almost a mini version of this book. When I read about the Open Education Declaration in September 2007, I knew exactly what Quirk should do. We There are key moments that stand out for me as having shaped Quirk. I could count needed to take all our knowledge, experience and educational content and create a the joining of Craig Raw and Janine Carpenter and the experiences learned in building textbook that we could share with the world by licensing it under Creative Commons. our first email application in the early days of Quirk as two of them. But there is one The Open Education Declaration was sig ...