TY  - BOOK
AU  - Heinze,Aleksej
AU  - Fletcher,Gordon
AU  - Rashid,Tahir
AU  - Cruz,Ana
TI  - Digital and social media marketing: a results-driven approach 
SN  - 9780367236021 (pbk.) :
AV  - HF5415.1265 .D5385 2020
U1  - 658.872 23
PY  - 2020///
CY  - London
PB  - Routledge
KW  - Internet marketing
KW  - Internet advertising
KW  - Electronic commerce
KW  - Social media
KW  - Business and Management
KW  - ukslc
KW  - Business & Management
KW  - thema
KW  - Economics
KW  - Sales & marketing management
KW  - Sales & marketing
KW  - E-commerce: business aspects
KW  - Advertising
KW  - Retail & wholesale industries
KW  - Ethical & social aspects of IT
KW  - Internet: general works
KW  - Social networking
KW  - Graphical & digital media applications
N1  - "eResources"--Front cover; "Companion website"--Front cover; Previous edition: 2017; Includes bibliographical references and index; 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
N2  - 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; 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
ER  -