Digital Marketing (häftad)
Format
Häftad (Paperback)
Språk
Engelska
Antal sidor
576
Utgivningsdatum
2019-01-28
Upplaga
7
Förlag
Pearson
Medarbetare
Ellis-Chadwick, Fiona
Dimensioner
265 x 195 x 20 mm
Vikt
1058 g
Antal komponenter
1
ISBN
9781292241579
Digital Marketing (häftad)

Digital Marketing

Häftad Engelska, 2019-01-28
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"I have used this book in all its editions since first publication with my undergraduate and postgraduate students. It is a core text for all the students, because it provides the detail they require at an academic level. Importantly it is a book for the practitioner to use too. This is why we use it on our postgraduate practitioner programmes where we actually buy the book for the students as we believe it is that important. No other text comes close and literally thousands of our graduates have benefitted from it in their subsequent careers: written by the specialist for the specialist"

David Edmundson-Bird
Principal Lecturer in Digital Marketing
Manchester Metropolitan University

 

 

Digital Marketing provides the most comprehensive guide to all aspects of using the Internet, digital media and marketing technology to achieve the goals of integrated multichannel marketing.

 

This streamlined seventh edition provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies from cutting edge companies
such as ASOS, Spotify, Zalando and Zappos, to help students understand digital marketing in the real world. To support this, new Essential Digital Skills boxes give students guidance on how to develop key skills they will need in the workplace.
 

Readers will learn best practice frameworks for developing a digital marketing strategy, plus success
factors for key digital marketing techniques including search marketing, conversion optimisation and
digital communications using social media including Twitter and Facebook.
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  1. Digital Marketing
  2. +
  3. Digital Business and E-Commerce Management

De som köpt den här boken har ofta också köpt Digital Business and E-Commerce Management av Dave Chaffey (häftad).

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Övrig information

Dave Chaffey is a digital marketing consultant and co-founder of the marketing advice education learning platform SmartInsights.com. He continues to lecture at universities and colleges including the University of Leeds, University of Portmouth, Manchester Metropolitan University, Cranfield and Warwick and the Institute of Direct and Digital Marketing. Fiona Ellis-Chadwick is a Senior Lecturer in Marketing at the Loughborough University School of Business and Economics, Director of the Institute of Research Application and Consultancy at Loughborough University, academic marketing consultant and author.

Innehållsförteckning

Brief contents

 

Preface
About the authors
Acknowledgements
Part 1 Digital marketing fundamentals
1 Introducing digital marketing
2 Online marketplace analysis: micro-environment
3 The digital macro-environment
Part 2 Digital marketing strategy development
4 Digital marketing strategy
5 Digital media and the marketing mix
6 Relationship marketing using digital platforms
Part 3 Digital marketing: implementation and practice
7 Delivering the digital customer experience
8 Campaign planning for digital media
9 Marketing communications using digital media channels
10 Evaluation and improvement of digital channel performance
Glossary
Index