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.

The book is intended to come to life through relatable examples, well detailed explanations, real-world case studies and helpful infographics. Each chapter also includes discussion questions and thought-provoking activities.  I believe that this textbook will provide relevant insights to faculty members, students as well as marketing practitioners in a manner that is easy to follow. I trust that this book will equip you will the tools that will enable you to succeed and flourish in the world of digital marketing.
 

Chapter 1: Introduction to e-Marketing
Chapter 2: Web design and development
Chapter 3: Search engine optimisation
Chapter 4: Online advertising
Chapter 5: e-Commerce
Chapter 6: Email marketing
Chapter 7: Mobile marketing
Chapter 8: Social Media marketing 
Chapter 9: e-Marketing strategy
Chapter 10: Web analytics 
 

Undergraduate diploma and degree students.