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| 005 | 20220930161633.0 | ||
| 008 | 211223s2022 enka f b 001|0|eng|d | ||
| 010 | _a2022010051 | ||
| 020 |
_a9781398605978 (pbk.) : _c29.99 |
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_aStDuBDS _beng _erda _cStDuBDS _dStDuBDSZ |
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_aHF5548.32 _b.K566 2022 |
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| 072 | 7 |
_aBUS _2ukslc |
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_aKJ _2bicssc |
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| 082 | 0 | 4 |
_a658.872 _223 |
| 100 | 1 |
_aKingsnorth, Simon, _eauthor. |
|
| 245 | 1 | 0 |
_aDigital marketing strategy : _ban integrated approach to online marketing / _cSimon Kingsnorth. |
| 250 | _aThird edition. | ||
| 264 | 1 |
_aLondon : _bKoganPage, _c2022. |
|
| 300 |
_a288 pages : _billustrations (black and white) |
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| 336 |
_atext _2rdacontent |
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| 336 |
_astill image _2rdacontent |
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| 337 |
_aunmediated _2rdamedia |
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| 338 |
_avolume _2rdacarrier |
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| 366 |
_b20220503 _cAvailable |
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| 500 | _aPrevious edition: 2019. | ||
| 504 | _aIncludes bibliographical references and index. | ||
| 505 | 0 | _a<ul style='padding-top:0;padding-left:0;list-style:none;'&g t; <ul style='padding-top:0;list-style:none;'> Chapter - 00: Introduction - How will this book transform your digital marketing strategy?; Chapter - 01: The foundations of digital marketing; Section - PART ONE: Knowing your business objectives and your customer; <ul style='padding-top:0;list-style:none;'> Chapter - 02: Understanding the digital ecosystem; Chapter - 03: Integrating digital into wider organization strategy; Chapter - 04: Understanding the evolving digital consumer; Chapter - 05: Barriers, considerations and data protection in digital marketing strategy; Section - PART TWO: Integrating digital change into your wider organization; <ul style='padding-top:0;list-style:none;'> Chapter - 06: Enabling technologies for online marketing and digital transformation; Chapter - 07: Planning your digital marketing strategy – Objectives, teams and budgeting; Section - PART THREE: Using channel strategy to reach your customers; <ul style='padding-top:0;list-style:none;'> Chapter - 08: SEO strategy and organic techniques; Chapter - 09: Building and optimizing a winning paid search strategy; Chapter - 10: Display advertising and programmatic targeting; Chapter - 11: Tailoring your social media strategy; Chapter - 12: Marketing automation, messaging and email marketing – the unsung heroes; Chapter - 13: Affiliate schemes and partnerships to deliver highly targeted leads; Chapter - 14: Lead generation that delivers results; Chapter - 15: Content strategy – a key pillar of success; Chapter - 16: Personalizing the customer journey and digital experience; Section - PART FOUR: Conversion, retention and measurement; <ul style='padding-top:0;list-style:none;'> Chapter - 17: Effective Experience Design (XD); Chapter - 18: Optimizing your e-commerce platform; Chapter - 19: Managing loyalty, CRM and data; Chapter - 20: Measuring success through data analytics and reporting; Section - PART FIVE: Tailoring your final digital marketing strategy; <ul style='padding-top:0;list-style:none;'> Chapter - 21: Providing a smooth online service and customer experience; Chapter - 22: Putting together your digital marketing strategy; | |
| 520 | 8 |
_aPlan, implement and optimize a tailored, end-to-end digital marketing strategy that aligns with business objectives with this new edition of the global bestseller. _bBuild an effective and practical digital marketing strategy with this bestselling guide, covering everything from automation and analytics to integrating AI. Digital Marketing Strategy is a global bestseller, and a one-stop guide to structuring and building a more strategic approach to digital marketing. Now fully updated, this third edition covers the integration of AI in marketing, e-commerce, marketing automation, affiliate marketing and how to use digital analytical tools, plus new strategies for the latest cookie changes and privacy protection. Digital Marketing Strategy will show you how to effectively select, align and manage digital channels and operations, to streamline a successful digital marketing strategy for measurable, optimized results. Recommended by the Chartered Institute of Marketing (CIM), it is supported by real-world case studies from the likes of Coca-Cola, Spotify, Airbnb, Adidas and Hostelworld as well as checklists, key terms and insights from leading industry practitioners to help you develop your own digital marketing strategy. This book is an invaluable guide for both digital marketing students and entry-level to mid-management marketing professionals. Accompanying online resources consist of practical implementation guides spanning SEO, paid-search, email, lead-generation, as well as presentation slides and activity sheets. |
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| 650 | 0 |
_aElectronic commerce _xManagement. |
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| 650 | 0 |
_aInternet marketing. _915132 |
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| 650 | 0 |
_aStrategic planning. _916393 |
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| 650 | 7 |
_aBusiness and Management. _2ukslc |
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| 650 | 7 |
_aBusiness & Management _2thema |
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| 650 | 7 |
_aSales & marketing _2thema _920600 |
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| 650 | 7 |
_aSales & marketing management _2thema |
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| 650 | 7 |
_aWeb-marketing _2thema |
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| 942 | _2ddc | ||
| 999 |
_c38972 _d38972 |
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