Có cuốn sách này về online marketing và digital marketing rất hay, cuốn này được viết rất dễ hiểu và dễ đọc


đây là mục lục của em nó:


1. introduction to eMarketing ................. 1


references ................................... 6


further reading ........................... 6


2. email marketing ................................. 7


introduction ................................. 8


history ......................................... 8


key terms and concepts .............. 9


how it works ................................ 10


tools of the trade......................... 19


pros and cons .............................. 19


summary ..................................... 20


case study ................................... 20


references ................................... 22


further reading ........................... 23


3. online advertising ............................... 25


introduction ................................. 26


history ......................................... 26


key terms and concepts .............. 27


how it works ................................ 28


putting it all together .................. 35


emerging technologies ............... 36


the good and the bad .................. 37


summary ..................................... 39


the bigger picture ....................... 40


case study ................................... 41


references ................................... 42


further reading ........................... 43


4. affiliate marketing .............................. 45


introduction ................................. 46


history ......................................... 46


key terms and concepts .............. 47


how it works ................................ 48


tools of the trade......................... 57


setting up a campaign ................ 58


pros and cons .............................. 60


summary ..................................... 60


the bigger picture ....................... 61


case study ................................... 62


references ................................... 64


further reading ........................... 64


5. search engine marketing .................... 65


key terms and concepts .............. 68


the importance of search ........... 68


references ................................... 72


6. search engine optimisation ................ 73


introduction ................................. 74


history ......................................... 74


key terms and concepts .............. 75


how it works ................................ 76


tools of the trade......................... 87


pros and cons .............................. 89


the bigger picture ....................... 90


case study ................................... 90


references ................................... 93


further reading ........................... 94


7. PPC advertising .................................. 95


introduction ................................. 96


key terms and concepts .............. 97


history ......................................... 98


how it works ................................ 98


online comparison engines ........ 109


tools of the trade......................... 111


pros and cons .............................. 112


summary ..................................... 113


the bigger picture ....................... 114


case study ................................... 115


references ................................... 117


further reading ........................... 117


Google AdWords Voucher ....................... 119


top 10 optimisation tips for advertising


on google..................................... 120


8. social media........................................ 123


introduction ................................. 124


history ......................................... 124


key terms and concepts .............. 125


how it works ................................ 126


tools of the trade......................... 144


pros and cons .............................. 144


summary ..................................... 145


the bigger picture ....................... 145


case study ................................... 146


references ................................... 147


further reading ........................... 148


9. viral marketing ................................... 149


introduction ................................. 150


history ......................................... 150


key terms and concepts .............. 151


how it works ................................ 151


summary ..................................... 158


the bigger picture ....................... 159


case study ................................... 160


references ................................... 161


further reading ........................... 162


10. online reputation management ........ 163


introduction ................................. 164


key terms and concepts .............. 166


dell hell ....................................... 166


how it works ................................ 168


10 rules to recover ...................... 175


summary ..................................... 176


case study ................................... 177


references ................................... 179


further reading ........................... 179


11. webPR ............................................... 181


introduction ................................. 182


history ......................................... 182


key terms and concepts .............. 183


how it works ................................ 184


webPR tactics ............................. 185


tools of the trade......................... 193


webPR ......................................... 193


summary ..................................... 194


the bigger picture ....................... 194


case study ................................... 195


references ................................... 197


further reading ........................... 198


12. web site development and design .... 199


introduction ................................. 200


how it works ................................ 200


key terms and concepts .............. 201


pros and cons .............................. 216


summary ..................................... 216


the bigger picture ....................... 217


case study ................................... 218


references ................................... 220


further reading ........................... 220


13. online copywriting ............................ 221


introduction ................................. 222


key terms and concepts .............. 222


how it works ................................ 223


neologisms and buzz words ....... 232


summary ..................................... 232


chapter questions ....................... 234


references ................................... 234


further reading ........................... 234


14. web analytics and conversion


optimisation ........................................... 235


introduction ................................. 236


history ......................................... 236


key terms and concepts .............. 237


how it works ................................ 237


tools of the trade......................... 249


pros and cons .............................. 250


summary ..................................... 250


the bigger picture ....................... 251


case study ................................... 251


references ................................... 253


further reading ........................... 254


15.mobile marketing .............................. 255


introduction ................................. 256


why the mobile ............................ 256


key terms and concepts .............. 257


mobile phones ............................ 260


mobile web .................................. 267


planning to go mobile ................. 273


pros and cons .............................. 273


case study ................................... 274


references ................................... 275


further reading ........................... 276


16. customer relationship management 277


introduction ................................. 278


why eCRM ................................... 278


key terms and concepts .............. 279


types of CRM in organisations .... 281


putting a value on CRM ............... 282


using CRM ................................... 285


technology and CRM ................... 287


VRM ............................................. 290


case study ................................... 291


references ................................... 292


further reading ........................... 293


17. market research ............................... 295


introduction ................................. 296


key terms and concepts .............. 297


what is market research ............. 297


quantitative and qualitative


research ...................................... 298


gathering data ............................. 299


online research panels ............... 300


primary and secondary research 300


the internet and secondary


research ...................................... 301


the internet and primary


research ...................................... 302


online surveys: gathering data ... 304


how to get responses .................. 306


conducting research surveys ...... 308


who’s going to pay ....................... 310


summary ..................................... 310


tools of the trade......................... 311


case study ................................... 311


references ................................... 312


further reading ........................... 313


18. eMarketing strategy ......................... 315


introduction ................................. 316


how the internet has changed the world we


market in ..................................... 316


key terms and concepts .............. 317


the internet and the marketing


mix .............................................. 318


developing a marketing plan ...... 322


eMarketing and marketing ......... 326


online tools ................................. 327


case study ................................... 328


references ................................... 330


further reading ........................... 330


19. last words ......................................... 331


20. glossary ............................................ 335


21. index ................................................. 355


22. contributors ...................................... 361


Hình:


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