By P.R. Smith.
I have read 1-4 chapters of this book. These chapters introduce mainly the world of e-marketing; e-customer; its background and its benefits. It explores the current e-marketing situation, e-marketing definitions as well as examples of good and bad e-marketing. The other part of the first chapter gives a planning framework and checklists to evaluate and improve E-marketing practices or plan new initiatives. The chapter looks inside the online customer’s mind. And it explores customers’ issues, worries, fears and phobias as well as other motivators for going online… and how marketers can respond to these behaviors. I would certainly recommend this chapter, especially the part of where a step-by-step guide to creating an e-marketing plan introduced. It is called SOSTAC. This e-marketing instrument is used by thousands of professionals to produce all kinds of plans (marketing plans, corporate plans, advertising plans and e-marketing plans).
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