Q: The text covers all areas and ideas of the subject appropriately and provides an effective index and/or glossary
The textbook has 19 parts and is extremely extensive in the content it covers, ranging from SEO, customer relation management, advertisement placement, web design to market research. The book, when printed is 492 pages. The large amount of content areas covered are not very well detailed and most would require additional research to understand some of the more complex terms that are not defined. Such as the terms crawling and indexing in relation to web site development and design .
The lack of an index and glossary, however, make amount of content in this book extremely hard to search through to find specific topics.
Comprehensiveness Rating: 4 out of 5
Q: Content is accurate, error-free and unbiased
The images and diagrams are useful throughout. However, some website screen captures are extremely dated and no longer represent current websites.
The textbook covers a lot of dated concepts that could be either removed or updated. For example, in Chapter 10. Viral Marketing, an example of a downloadable coupon is given for a viral marketing campaign case study from 2006.
While a number of the key concepts discussed are still relevant today, the examples and case studies are dated. For example, Chapter 8 Social Media marketing references examples exclusively from 2007 and 2008.
Content Accuracy Rating: 3 out of 5
Q: Content is up-to-date, but not in a way that will quickly make the text obsolete within a short period of time. The text is written and/or arranged in such a way that necessary updates will be relatively easy and straightforward to implement
One of the major drawbacks of this textbook is the out dated examples. Time needs to be taken to update the case studies and screen captures provided; eliminating content that is no longer relevant to eMarketing best practices, for example website breadcrumbs.
The relevance of this book is limited due to the lack of details provided on the large range of topics covered, with out-dated examples.
Relevance Rating: 2 out of 5
Q: The text is written in lucid, accessible prose, and provides adequate context for any jargon/technical terminology used
The text is clearly written with an engaging style. There is some very good context for technical jargon but without a glossary of terms a lot of key ideas may not be fully understood.
Clarity Rating: 4 out of 5
Q: The text is internally consistent in terms of terminology and framework
The layout of the textbook is consistent. There are multiple headings in each chapter to direct the readers and move through the dense subject matter.
Consistency Rating: 4 out of 5
Q: The text is easily and readily divisible into smaller reading sections that can be assigned at different points within the course (i.e., enormous blocks of text without subheadings should be avoided). The text should not be overly self-referential, and should be easily reorganized and realigned with various subunits of a course without presenting much disruption to the reader.
The text is divided into 19 Chapters of varying length. The text is not overly self-referential. A number of chapters could be merged for simplicity and wider adoption.
Modularity Rating: 3 out of 5
Q: The topics in the text are presented in a logical, clear fashion
The textbook starts with an introduction and then into Email Maketing, Online Advertising, Affliate Marketing, Search Engine Marketing, Search Engine Optimization, Pay Per Click Advertisting, etc.. All of these topics rely on web design and usability. In my opinion structuring SEO and web design ahead of marketing allows for readers to see how the structure and layout (usability) of content leads in to marketing wins.
Organization Rating: 3 out of 5
Q: The text is free of significant interface issues, including navigation problems, distortion of images/charts, and any other display features that may distract or confuse the reader
The interface is clean with a consistent theme used for similar sections of content (i.e. learning outcomes) throughout.
Interface Rating: 5 out of 5
Q: The text contains no grammatical errors
This textbook has been thoroughly edited for grammatical and spelling errors. However, some of the reference links no longer function as they are very dated (circa 2010).
Grammar Rating: 4 out of 5
Q: The text is not culturally insensitive or offensive in any way. It should make use of examples that are inclusive of a variety of races, ethnicities, and backgrounds
The textbook has a number of interesting case studies from South Africa. There is not a wide range of cultural examples. There is no offensive language.
Cultural Relevance Rating: 3 out of 5
Q: Are there any other comments you would like to make about this book, for example, its appropriateness in a Canadian context or specific updates you think need to be made?
The book is well written and thorough in its approach to eMarketing. Despite the fact that this book was updated in 2019 more work needs to be done. I do not recommend the adoption of this book until it has had a thorough refresh. Specifically with current examples, cases and reference URLs.