Textbook

=**Download ** = ====the eMarketing Textbook (2nd Edition) ====



= = =**Separate Chapters ** =

 <span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #575757; font-family: Arial,Helvetica,sans-serif; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 18px; margin-bottom: 8px; margin-left: 0px; margin-right: 0px; margin-top: 6px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">__<span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #f39948; font-family: Arial,Helvetica,sans-serif; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 18px; margin-bottom: 8px; margin-left: 0px; margin-right: 0px; margin-top: 6px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">[|****Download the Introduction (1.1mb)****] __ Get a brief timeline of the evolution of the Internet and all of the information that you need to know before you start on the road to become a successful eMarketer. <span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #575757; font-family: Arial,Helvetica,sans-serif; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 18px; margin-bottom: 8px; margin-left: 0px; margin-right: 0px; margin-top: 6px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">****__<span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #f39948; font-family: Arial,Helvetica,sans-serif; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 18px; margin-bottom: 8px; margin-left: 0px; margin-right: 0px; margin-top: 6px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">[|Download Email Marketing Chapter (1.4mb)] __** ** Email Marketing is one of the most cost efficient and effective of all of the arrows in an eMarketer's quiver. The words -Email Marketing- don't mean spam. The chapter on email marketing will teach you what Email Marketing is, and how to use it to ****improve on your customer retention** ** management skills. <span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #575757; font-family: Arial,Helvetica,sans-serif; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 18px; margin-bottom: 8px; margin-left: 0px; margin-right: 0px; margin-top: 6px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">****__<span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #f39948; font-family: Arial,Helvetica,sans-serif; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 18px; margin-bottom: 8px; margin-left: 0px; margin-right: 0px; margin-top: 6px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">[|Download Online Advertising Chapter (1.3mb)] __** ** With its roots in simple hyperlinked images on a website, this is one of the oldest online marketing tactics. In recent years, technology has advanced to include video, sound and design features that make adverts attractive, appealing and functional. Find out about how ****Online Advertising works in partnership** ** with other eMarketing tactics. <span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #575757; font-family: Arial,Helvetica,sans-serif; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 18px; margin-bottom: 8px; margin-left: 0px; margin-right: 0px; margin-top: 6px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">****__<span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #f39948; font-family: Arial,Helvetica,sans-serif; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 18px; margin-bottom: 8px; margin-left: 0px; margin-right: 0px; margin-top: 6px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">[|Download Affiliate Marketing Chapter (1.3mb)] __** ** Affiliate Marketing is the process of ****empowering other businesses** ** to market your business. It costs you nothing to place advertisements on their site and costs them nothing to have them there. However, if potential leads are generated form the advertisement, they earn a commission. Find out more about Affiliate Marketing in this chapter. <span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #575757; font-family: Arial,Helvetica,sans-serif; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 18px; margin-bottom: 8px; margin-left: 0px; margin-right: 0px; margin-top: 6px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">__<span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #f39948; font-family: Arial,Helvetica,sans-serif; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 18px; margin-bottom: 8px; margin-left: 0px; margin-right: 0px; margin-top: 6px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">[|****Download Search Engine Marketing Chapter (1.2mb)****] __ Search Engine Marketing (SEM) refers to any form of online marketing that is search related. This chapter highlights the growing importance of search to marketers and explains the relationship that exists between web users, search engine marketers and website owners. <span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #575757; font-family: Arial,Helvetica,sans-serif; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 18px; margin-bottom: 8px; margin-left: 0px; margin-right: 0px; margin-top: 6px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">__<span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #f39948; font-family: Arial,Helvetica,sans-serif; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 18px; margin-bottom: 8px; margin-left: 0px; margin-right: 0px; margin-top: 6px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">[|****Download Search Engine Optimisation Chapter (1.3mb)****] __ Search Engine Optimisation (SEO) is the ****process of enhancing a website** ** with a variety of techniques to ensure that it ranks highly when certain goal-oriented phrases are searched for by the users. Its importance lies in the fact that it ensures that users find your website online - if they can't find it, they can't visit it. <span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #575757; font-family: Arial,Helvetica,sans-serif; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 18px; margin-bottom: 8px; margin-left: 0px; margin-right: 0px; margin-top: 6px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">__<span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #f39948; font-family: Arial,Helvetica,sans-serif; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 18px; margin-bottom: 8px; margin-left: 0px; margin-right: 0px; margin-top: 6px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">[|****Download Pay Per Click Advertising Chapter (1.4mb)****] __ Pay Per Click (PPC) is just what it says - a system that allows marketers to only pay for an advert when a potential customer clicks on it. The most **<span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; font-family: inherit; font-size: 12px; font-style: inherit; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">**calculated and statistical** **of the eMarketing tactics, PPC can play an important role in eMarketing strategy. <span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #575757; font-family: Arial,Helvetica,sans-serif; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 18px; margin-bottom: 8px; margin-left: 0px; margin-right: 0px; margin-top: 6px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">__<span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #f39948; font-family: Arial,Helvetica,sans-serif; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 18px; margin-bottom: 8px; margin-left: 0px; margin-right: 0px; margin-top: 6px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">[|****Download Social Media Marketing Chapter (1.3mb)****] __ Social Media Marketing is the creation and dissemination of messages and content through the social web, using mediums such as Facebook to **<span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; font-family: inherit; font-size: 12px; font-style: inherit; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">**grow your brand** **and enhance your customer retention and loyalty. <span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #575757; font-family: Arial,Helvetica,sans-serif; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 18px; margin-bottom: 8px; margin-left: 0px; margin-right: 0px; margin-top: 6px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">__<span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #f39948; font-family: Arial,Helvetica,sans-serif; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 18px; margin-bottom: 8px; margin-left: 0px; margin-right: 0px; margin-top: 6px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">[|****Download Viral Marketing Chapter (1.3mb)****] __ Viral Marketing is essentially marketing that **<span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; font-family: inherit; font-size: 12px; font-style: inherit; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">**relies on word of mouth** **with exponential growth. Learn how to plan and implement an effective Viral Marketing strategy. <span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #575757; font-family: Arial,Helvetica,sans-serif; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 18px; margin-bottom: 8px; margin-left: 0px; margin-right: 0px; margin-top: 6px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">__<span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #f39948; font-family: Arial,Helvetica,sans-serif; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 18px; margin-bottom: 8px; margin-left: 0px; margin-right: 0px; margin-top: 6px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">[|****Download Online Reputation Management Chapter (1.3mb)****] __ In this era of consumer generated media, knowing what people are saying about your brand in the online space and managing it, are integral to the success of any business. Learn about the importance of ORM and various tactics for its successful execution. <span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #575757; font-family: Arial,Helvetica,sans-serif; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 18px; margin-bottom: 8px; margin-left: 0px; margin-right: 0px; margin-top: 6px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">__<span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #f39948; font-family: Arial,Helvetica,sans-serif; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 18px; margin-bottom: 8px; margin-left: 0px; margin-right: 0px; margin-top: 6px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">[|****Download WebPR Chapter (1.6mb)****] __ When it comes to WebPR, the fundamentals of good PR still apply, but the medium and methodology have changed and **<span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; font-family: inherit; font-size: 12px; font-style: inherit; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">**strategy must now evolve** **accordingly. In this chapter you will learn about WebPR practices and how to implement them. <span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #575757; font-family: Arial,Helvetica,sans-serif; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 18px; margin-bottom: 8px; margin-left: 0px; margin-right: 0px; margin-top: 6px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">__<span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #f39948; font-family: Arial,Helvetica,sans-serif; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 18px; margin-bottom: 8px; margin-left: 0px; margin-right: 0px; margin-top: 6px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">[|****Download Web Development Chapter (1.4mb)****] __ Websites are marketing tools. Websites need to be built with this in mind and in this chapter you will learn about the best practices for doing this. <span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #575757; font-family: Arial,Helvetica,sans-serif; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 18px; margin-bottom: 8px; margin-left: 0px; margin-right: 0px; margin-top: 6px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">__<span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #f39948; font-family: Arial,Helvetica,sans-serif; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 18px; margin-bottom: 8px; margin-left: 0px; margin-right: 0px; margin-top: 6px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">[|****Download Online Copywriting Chapter (1.1mb)****] __ Learn how to craft words into online masterpieces, and get people to **<span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; font-family: inherit; font-size: 12px; font-style: inherit; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">**pay attention to what you write** **. Good, compelling copy is an integral part of any online marketing campaign because, whether it's a catchy one liner, or an entire website, words on a web page are what the users see and relate to. <span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #575757; font-family: Arial,Helvetica,sans-serif; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 18px; margin-bottom: 8px; margin-left: 0px; margin-right: 0px; margin-top: 6px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">__<span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #f39948; font-family: Arial,Helvetica,sans-serif; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 18px; margin-bottom: 8px; margin-left: 0px; margin-right: 0px; margin-top: 6px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">[|****Download Web Analytics and Conversion Optimisation Chapter (1.3mb)****] __ Generating high traffic volumes is a pointless and costly exercise if the visitors are leaving your site without achieving one (or more) of your sites' goals. Conversion Optimisation aims to convert as many of a website's visitors as possible into **<span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; font-family: inherit; font-size: 12px; font-style: inherit; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">**active customers** **. Find out how in this chapter. <span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #575757; font-family: Arial,Helvetica,sans-serif; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 18px; margin-bottom: 8px; margin-left: 0px; margin-right: 0px; margin-top: 6px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">__<span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #f39948; font-family: Arial,Helvetica,sans-serif; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 18px; margin-bottom: 8px; margin-left: 0px; margin-right: 0px; margin-top: 6px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">[|****Download Mobile Marketing Chapter (1.2mb)****] __ While the Internet and the personal computer have had a profound impact on the world we transact in, it is the mobile phone that presents an exciting opportunity for even more of the world to access the benefits of these inventions. With almost half of the world's population actively using mobile phone, marketers are faced with new ways to market and new markets in which to transact. <span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #575757; font-family: Arial,Helvetica,sans-serif; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 18px; margin-bottom: 8px; margin-left: 0px; margin-right: 0px; margin-top: 6px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">**<span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; font-family: inherit; font-size: 12px; font-style: inherit; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">**__<span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #f39948; font-family: Arial,Helvetica,sans-serif; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 18px; margin-bottom: 8px; margin-left: 0px; margin-right: 0px; margin-top: 6px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">[|Download CRM Chapter (1.2mb)] __** ** Customers are the most important stakeholder’s in the success of a business, an in today’s world the cost of acquiring new customers is exceptionally high, while the cost of retaining existing customers has been made affordable by modern technology. In an increasingly technology centered world, much of CRM now happens online. <span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #575757; font-family: Arial,Helvetica,sans-serif; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 18px; margin-bottom: 8px; margin-left: 0px; margin-right: 0px; margin-top: 6px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">**<span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; font-family: inherit; font-size: 12px; font-style: inherit; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">**__<span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #f39948; font-family: Arial,Helvetica,sans-serif; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 18px; margin-bottom: 8px; margin-left: 0px; margin-right: 0px; margin-top: 6px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">[|Download Market Research Chapter (1.3mb)] __** **Market research is a process that aids business decisions. It involves systematically gathering, recording and analysing data and information about customers, competitors and the market. The development of the Web has added a new dimension to Market Research because it makes information easily available to both companies and consumers. <span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #575757; font-family: Arial,Helvetica,sans-serif; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 18px; margin-bottom: 8px; margin-left: 0px; margin-right: 0px; margin-top: 6px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">**<span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; font-family: inherit; font-size: 12px; font-style: inherit; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">**__<span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #f39948; font-family: Arial,Helvetica,sans-serif; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 18px; margin-bottom: 8px; margin-left: 0px; margin-right: 0px; margin-top: 6px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">[|Download eMarketing Strategy Chapter (1.2mb)] __** **The internet has had a fundamental impact on marketing and requires a wholly new approach to marketing strategy. It is important to understand how the internet has changed the marketing mix and how to plan a strategy using this to your advantage. <span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #575757; font-family: Arial,Helvetica,sans-serif; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 18px; margin-bottom: 8px; margin-left: 0px; margin-right: 0px; margin-top: 6px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">**<span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; font-family: inherit; font-size: 12px; font-style: inherit; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">**__<span style="border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #f39948; font-family: Arial,Helvetica,sans-serif; font-size: 12px; font-style: inherit; font-weight: inherit; line-height: 18px; margin-bottom: 8px; margin-left: 0px; margin-right: 0px; margin-top: 6px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">[|Download Glossary of Terms (1.1mb)] __** **