eMarketing: Marketing in a Digital World

Although the digital space has grown in leaps and bounds, the academic literature remains constrained. The availability of e-marketing textbooks is seemingly limited. The aim of this book is to provide guidance to student on the world of e-marketing which they can use to effectively market online. The book is divided into three parts. The book starts with the fundamentals of e-marketing and then moves on to the web and web development. The proceeding chapters zones into the specifics of e-marketing by looking at the following aspects: search engine marketing, online advertising, e-commerce, email marketing, mobile marketing and leveraging social media marketing. Lastly, the third part of the book sheds further context into the efficiency of the e-marketing strategy by looking at the analysis through understanding web analytics.