Customer Reviews:
 Thorough but a little sloppy in places August 30, 2008
Phil Morse (Malaga, Spain)
If you are an e-marketing professional, this is one of the few books that really gets down to the nitty gritty of the trade. If you work in a company in the real world and want to implement an e-marketing strategy properly, with targets and accountability to your seniors, you will find much of use here. In short, if you are an e-marketing professional, it is written for you.
The flipside of this, of course, is that if you are a one-man band wanting to add a website, wiki, email campaign, online shopping cart etc to your offline business, you'd be better off with something less universal and involved. There are plenty of shorter, more concise guides to the various elements of e-marketing that this. If you're interested in how they all slot together though, you're on to a winner.
My only real criticisms of the book are its slightly sloppy approach at times (it repeats and contradicts itself in places, a product of hurried editing or revisions over the editions) and its reliance on a number of cringeworthy business acronyms which are sometimes not necessary and detract from an otherwise well-informed and useful volume.
 Guy May 9, 2007
Guy D. Lewis (cornwall)
1 out of 3 found this review helpful
Unfortunately I found this book to be very heavy on conceptual diagrams and theory. Although it provides images of real world web sites there is little I found in this book for the web entrepreneur who's focus is building a sales conversion funnel and dealing with the complexities of SEO, CPC, PayPal, Conversion Marketing, Copyrighting and Compelling Web design.
This is a great book if you are studying ebusiness for the first time, all the value chains you could wish for, but for me, I was hungry for this stuff 10+ years ago.
 An e-marketing essential August 5, 2006
BB (UK)
7 out of 7 found this review helpful
This book has to be an essential for both students and professional marketers in the workplace.
For students, this is an excellent learning tool showing how to apply theory to practice, turning models into realistic emarketing plans. For myself, as a marketing manager for an SME, this book was essential reading as we looked to integrate a refreshed emarketing campaign in to our existing marketing plans.
Highlights the common pitfalls that so many fall in to when setting up a company website, and shows you how to avoid them next time round!
Packed full of info, and written in easy to understand language with plenty of definitions. A great informative read and worth every penny - would highly recommend!
At last! (I have read a dozen books looking for this one). August 10, 2003
Dominic A Yeadon (Christchurch, Dorset, England)
46 out of 49 found this review helpful
At last, a book I can get my teeth into. This book reminds me very much of the weighty tomes I ploughed through eight or nine years ago when I was hungry to soak up everything ever published about Database Marketing. Recently, I have read a dozen books looking for this one. The rest were all re-hashes of what I already knew or had deducted, and everything seemed to be well past its sell-by date. This is different. This book is dense, crammed with evidence and the best part - structure! The authors, Smith and Chaffey, certainly know their Marketing onions and have thoughtfully applied this crazy new world of e to the established disciplines that marketers have grown up with - the marketing Mix, the 4Ps, the 7Ps, SOSTAC, the 5Is, the top 10 communications tools, etc. A solid blend of evidence, industry comment, quotations and process structuring, make this book a must-have for other professionals who, like me, are hungry for direction and fact in this bonkers e-marketing rave. My advice is to read it twice. The first time you will gobble it up and get a headache - indigestion. The second time you will scoop up what you need and build yourself a decent e-marketing plan that will stand the test of time and doubtless become your Marketing Department's pole star. If you don't read this book - you are still in the dark when it comes to eMarketing. 323 pages set to change your life. If you are looking fo a quick-fix however, this one may be over your head.
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