Digital Marketing
SAGE Publications Ltd (Verlag)
978-1-5264-2667-3 (ISBN)
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Covering all aspects of digital marketing planning, and the latest digital marketing models, the book aims to provide a roadmap for a digital marketing journey. As such, its structure maps against the development of a digital marketing plan. In addition to this, the content is supported by case examples from real-world organizations, and a number of features throughout the chapters:
Smartphone sixty seconds features in every chapter, to evaluate influencers in relation to the topic covered.
Digital tool boxes introduce professional tools (for example how Google shares its aggregate data to inform marketers about shopping insights, trends and benchmarks
Ethical insights provide a reflective and challenging look at social issues and the negative sides to marketing.
The book is complemented by online resources for both instructors and students, these include PowerPoint slides, an instructor’s guide, exercises and activities relating to each chapter, digital marketing planning documents, digital marketing model templates, quizzes, annotated recommended video links, links to free online tools and SAGE journal article recommendations.
Suitable for digital and e-marketing courses on marketing and advertising degrees as well as professional courses for anyone interested in gaining a holistic understanding of digital marketing.
Annmarie Hanlon teaches Digital and Social Media Marketing at the Cranfield School of Management and is a practitioner working on digital marketing strategy and social media projects with regional, national and international organisations. Originally a graduate in French and Linguistics, she subsequently gained a Masters in Business Administration, focusing on marketing planning. She studied for the Chartered Institute of Marketing Diploma for which she won the Worshipful Company of Marketors’ award for the best worldwide results. As an early adopter, working in ‘online marketing’ since 1990, Dr Hanlon is a Fellow of the Chartered Institute of Marketing, a Member of the Marketing Institute Ireland and a Liveryman of the Worshipful Company of Marketors. A past winner of the Mais Scholarship, her research interests include the strategic use of digital marketing and social media in organisations, differences in practice between generations and ethical issues in practice. Annmarie’s SAGE textbooks include Digital Marketing, Strategic Planning and Integration and The Digital Marketing Planner. Follow her updates on Twitter @AnnmarieHanlon
Part 1: Digital Marketing Essentials
1. The Digital Marketing Landscape
2. The Digital Consumer
Part 2: Digital Marketing Tools
3. The Digital Marketing Toolbox
4. Content Marketing
5. Online Communities
6. Mobile Marketing
7. Augmented, Virtual and Mixed Reality
Part 3: Digital Marketing Strategy and Planning
8. Audit Frameworks
9. Strategy and Objectives
10. Building the Digital Marketing Plan
11. Social Media Management
12. Managing Resources
13. Digital Marketing Metrics, Analytics and Reporting
14. Integrating, Improving and Transforming Digital Marketing
| Erscheinungsdatum | 14.02.2019 |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 189 x 246 mm |
| Gewicht | 890 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 1-5264-2667-6 / 1526426676 |
| ISBN-13 | 978-1-5264-2667-3 / 9781526426673 |
| Zustand | Neuware |
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