'eMarketing eXcellence' offers an exciting new approach to help you build a customer-driven e-business. As the core text for the CIM's E-marketing award, the book offers a highly structured and accessible guide to a critical subject, providing a useful reference point for all students and managers involved in marketing strategy and implementation.A practical guide to creating and executing e-marketing plans, this book combines established approaches to marketing planning with the creative use of new e-models and e-tools. It is designed to support both marketers who are integrating e-marketing into their existing marketing and communications strategies and experienced e-marketers looking to optimise their e-marketing.The book shows how to:* Draw up an outline e-marketing plan* Evaluate and apply e-marketing principles & models* Integrate online and offline communications* Implement customer-driven e-marketing* Reduce costly trial and error* Measure and enhance your e-marketing * Drive your e-business forwardAs the core text for the CIM's new professional E-marketing Award, it provides comprehensive, critical coverage of the key areas of e-marketing planning for marketing professionals. Established marketing concepts such as customer relationship management, the marketing mix and the widely adopted SOSTAC(R) planning system, are re-examined in the new media context - and new approaches are defined, including business models, traffic building and web site design.