The Internet is probably the most effective marketing tool that has ever existed. It enables you to interact with your customers in a way that is quite unprecedented. By engaging in the sort of two-way relationships previously unimagined, companies and consumers can now find out more about each other than ever before. Customer relationship marketing now has a whole new meaning. No doubt you're more than aware of the potential of the Internet, so how can you ensure that you don't get lost in the e-marketing maze? There is plenty of advice around promoting the merits of online business, but little that gets down to the everyday issues of how to do it. The E-Marketing Handbook aims to fill that gap. In his hands-on style, the author seeks to cut through the hype and show you how to plan your e-marketing activity by focusing on: what you want to achieve; how you are going to achieve it; who is responsible for the different tasks; how much you are prepared to spend. Together these factors will form the background for your objectives and ensure that they are SMART - Specific, Measurable, Achievable, Realistic and Timetabled. And by following Matt Haig's practical advice and guidance, you stand a good chance of realizing them. The handbook takes you step-by-step through the process of developing and implementing an e-marketing plan. Every aspect is covered in detail and organized so that you can dip in and out if you wish or follow the advice in a logical fashion. You'll also find lots of examples and cases, recommended sites for further help and a useful e-marketing dictionary.