Digital and social media marketing : (Record no. 39303)

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
Holdings
Withdrawn status Lost status Source of classification or shelving scheme Damaged status Not for loan Collection code Home library Current library Shelving location Date acquired Cost, normal purchase price Total Checkouts Full call number Barcode Date last seen Date last checked out Copy number Cost, replacement price Price effective from Koha item type
    Dewey Decimal Classification     PRINT MAIN LIBRARY MAIN LIBRARY Book 14/03/2023 32.99 3 658.872 HEI 114801 18/04/2024 11/04/2024 1 32.99 14/03/2023 Book

Powered by Koha