MARC details
000 -LEADER |
fixed length control field |
05320nam a2200769 i 4500 |
001 - CONTROL NUMBER |
control field |
BDZ0042924936 |
003 - CONTROL NUMBER IDENTIFIER |
control field |
StDuBDS |
005 - DATE AND TIME OF LATEST TRANSACTION |
control field |
20230314151438.0 |
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
fixed length control field |
201030s2020 enka f b 001|0|eng|d |
020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
International Standard Book Number |
9780367236021 (pbk.) : |
Terms of availability |
36.99 |
020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
Canceled/invalid ISBN |
9780429280689 (ebook) : |
Terms of availability |
No price |
040 ## - CATALOGING SOURCE |
Original cataloging agency |
StDuBDS |
Language of cataloging |
eng |
Description conventions |
rda |
Transcribing agency |
StDuBDS |
Modifying agency |
StDuBDSZ |
050 #0 - LIBRARY OF CONGRESS CALL NUMBER |
Classification number |
HF5415.1265 |
Item number |
.D5385 2020 |
072 #7 - SUBJECT CATEGORY CODE |
Subject category code |
BUS |
Source |
ukslc |
072 #7 - SUBJECT CATEGORY CODE |
Subject category code |
KJ |
Source |
bicssc |
072 #7 - SUBJECT CATEGORY CODE |
Subject category code |
KC |
Source |
bicssc |
072 #7 - SUBJECT CATEGORY CODE |
Subject category code |
KJMV7 |
Source |
bicssc |
072 #7 - SUBJECT CATEGORY CODE |
Subject category code |
KJS |
Source |
bicssc |
072 #7 - SUBJECT CATEGORY CODE |
Subject category code |
KJ |
Source |
thema |
072 #7 - SUBJECT CATEGORY CODE |
Subject category code |
KC |
Source |
thema |
072 #7 - SUBJECT CATEGORY CODE |
Subject category code |
KJMV7 |
Source |
thema |
072 #7 - SUBJECT CATEGORY CODE |
Subject category code |
KJS |
Source |
thema |
072 #7 - SUBJECT CATEGORY CODE |
Subject category code |
KJE |
Source |
thema |
072 #7 - SUBJECT CATEGORY CODE |
Subject category code |
KJSA |
Source |
thema |
072 #7 - SUBJECT CATEGORY CODE |
Subject category code |
KNP |
Source |
thema |
072 #7 - SUBJECT CATEGORY CODE |
Subject category code |
UBJ |
Source |
thema |
072 #7 - SUBJECT CATEGORY CODE |
Subject category code |
UBW |
Source |
thema |
072 #7 - SUBJECT CATEGORY CODE |
Subject category code |
UDBS |
Source |
thema |
072 #7 - SUBJECT CATEGORY CODE |
Subject category code |
UG |
Source |
thema |
082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER |
Classification number |
658.872 |
Edition number |
23 |
245 00 - TITLE STATEMENT |
Title |
Digital and social media marketing : |
Remainder of title |
a results-driven approach / |
Statement of responsibility, etc. |
edited by Aleksej Heinze, Gordon Fletcher, Tahir Rashid and Ana Cruz. |
250 ## - EDITION STATEMENT |
Edition statement |
Second edition. |
264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
Place of production, publication, distribution, manufacture |
London : |
Name of producer, publisher, distributor, manufacturer |
Routledge, |
Date of production, publication, distribution, manufacture, or copyright notice |
2020. |
300 ## - PHYSICAL DESCRIPTION |
Extent |
xxvii, 336 pages : |
Other physical details |
illustrations (black and white) ; |
Dimensions |
24 cm |
336 ## - CONTENT TYPE |
Content type term |
text |
Source |
rdacontent |
336 ## - CONTENT TYPE |
Content type term |
still image |
Source |
rdacontent |
337 ## - MEDIA TYPE |
Media type term |
unmediated |
Source |
rdamedia |
338 ## - CARRIER TYPE |
Carrier type term |
volume |
Source |
rdacarrier |
366 ## - TRADE AVAILABILITY INFORMATION |
Detailed date of publication |
20200430 |
Availability status code |
Available |
500 ## - GENERAL NOTE |
General note |
"eResources"--Front cover. |
500 ## - GENERAL NOTE |
General note |
"Companion website"--Front cover. |
500 ## - GENERAL NOTE |
General note |
Previous edition: 2017. |
504 ## - BIBLIOGRAPHY, ETC. NOTE |
Bibliography, etc. note |
Includes bibliographical references and index. |
505 0# - FORMATTED CONTENTS NOTE |
Formatted contents note |
Part 1: Introduction 0. A visual introduction to Digital and Social Media Marketing 1. Understanding Digital and Social Media Marketing concepts 2. Identifying business needs Part 2: Building your digital marketing strategy 3. Understanding your buyer persona 4. Digital and Social Media Marketing strategy Part 3: Operational planning 5. Campaign planning and project management 6. Developing an effective digital presence 7. Search engine optimisation: strategy implementation 8. Social media 9. Content marketing 10. Paid advertising - search, social and affiliate 11. Mobile marketing 12. Measuring brand awareness, campaign evaluation and web analytics 13. Future users, content and marketing |
520 8# - SUMMARY, ETC. |
Summary, etc. |
This textbook is an up to date, results-driven guide to digital marketing. Mixing academic theory with practical examples from a range of different organisations worldwide, it provides techniques to enable the creation, development and maintenance of a successful digital presence. |
Expansion of summary note |
The second edition of Digital and Social Media Marketing is an up-to-date, industry-led results-driven guide to digital marketing. Mixing academic theory with practical examples from a range of different organisations worldwide, it provides insight into, and techniques to enable, the creation, development and maintenance of a successful digital presence.This highly regarded textbook has been fully revised to bring the content up-to-date with the newest digital technologies. With topics including developing an effective digital presence, search engine optimization, and measuring brand awareness, the new edition also looks at digital ethics, General Data Protection Regulation and privacy, artificial intelligence and machine learning, and voice strategies. New international case studies are explored, including Alibaba and Amazon, as well as revised practical exercises in each chapter, enabling students to see how the concepts underpinning digital and social media marketing support business success. The book's customisable Digital Business Maturity Model, and the Buyer Persona Spring, offer organisations a clear road map for understanding their own levels of technology adoption and digital strategy development.This accessible textbook provides a hands-on, user-friendly platform to turn skills and knowledge into strategic advantage. It is ideal for advanced undergraduate and postgraduate students of digital marketing and marketing strategy and for practitioners aiming to be at the cutting edge of digital and social media marketing.Alongside electronic resources for each chapter, this new edition also includes digital learning materials, case studies and exercises available in a supporting online learning environment. The online materials further enhance learners' experience and support a worldwide learning community. |
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
Topical term or geographic name entry element |
Internet marketing. |
9 (RLIN) |
15132 |
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
Topical term or geographic name entry element |
Internet advertising. |
9 (RLIN) |
15123 |
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
Topical term or geographic name entry element |
Electronic commerce. |
9 (RLIN) |
14508 |
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
Topical term or geographic name entry element |
Social media. |
9 (RLIN) |
16280 |
650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
Topical term or geographic name entry element |
Business and Management. |
Source of heading or term |
ukslc |
650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
Topical term or geographic name entry element |
Business & Management |
Source of heading or term |
thema |
650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
Topical term or geographic name entry element |
Economics |
Source of heading or term |
thema |
9 (RLIN) |
14481 |
650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
Topical term or geographic name entry element |
Sales & marketing management |
Source of heading or term |
thema |
650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
Topical term or geographic name entry element |
Sales & marketing |
Source of heading or term |
thema |
9 (RLIN) |
20600 |
650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
Topical term or geographic name entry element |
E-commerce: business aspects |
Source of heading or term |
thema |
650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
Topical term or geographic name entry element |
Advertising |
Source of heading or term |
thema |
9 (RLIN) |
13459 |
650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
Topical term or geographic name entry element |
Retail & wholesale industries |
Source of heading or term |
thema |
650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
Topical term or geographic name entry element |
Ethical & social aspects of IT |
Source of heading or term |
thema |
650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
Topical term or geographic name entry element |
Internet: general works |
Source of heading or term |
thema |
650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
Topical term or geographic name entry element |
Social networking |
Source of heading or term |
thema |
9 (RLIN) |
16281 |
650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
Topical term or geographic name entry element |
Graphical & digital media applications |
Source of heading or term |
thema |
700 1# - ADDED ENTRY--PERSONAL NAME |
Personal name |
Heinze, Aleksej, |
Relator term |
editor. |
700 1# - ADDED ENTRY--PERSONAL NAME |
Personal name |
Fletcher, Gordon, |
Relator term |
editor. |
700 1# - ADDED ENTRY--PERSONAL NAME |
Personal name |
Rashid, Tahir, |
Relator term |
editor. |
700 1# - ADDED ENTRY--PERSONAL NAME |
Personal name |
Cruz, Ana, |
Relator term |
editor. |
942 ## - ADDED ENTRY ELEMENTS (KOHA) |
Source of classification or shelving scheme |
Dewey Decimal Classification |