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| 008 | 201030s2020 enka f b 001|0|eng|d | ||
| 020 |
_a9780367236021 (pbk.) : _c36.99 |
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_z9780429280689 (ebook) : _cNo price |
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_aHF5415.1265 _b.D5385 2020 |
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_a658.872 _223 |
| 245 | 0 | 0 |
_aDigital and social media marketing : _ba results-driven approach / _cedited by Aleksej Heinze, Gordon Fletcher, Tahir Rashid and Ana Cruz. |
| 250 | _aSecond edition. | ||
| 264 | 1 |
_aLondon : _bRoutledge, _c2020. |
|
| 300 |
_axxvii, 336 pages : _billustrations (black and white) ; _c24 cm |
||
| 336 |
_atext _2rdacontent |
||
| 336 |
_astill image _2rdacontent |
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| 337 |
_aunmediated _2rdamedia |
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| 338 |
_avolume _2rdacarrier |
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| 366 |
_b20200430 _cAvailable |
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| 500 | _a"eResources"--Front cover. | ||
| 500 | _a"Companion website"--Front cover. | ||
| 500 | _aPrevious edition: 2017. | ||
| 504 | _aIncludes bibliographical references and index. | ||
| 505 | 0 | _aPart 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 |
_aThis 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. _bThe 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 |
_aInternet marketing. _915132 |
|
| 650 | 0 |
_aInternet advertising. _915123 |
|
| 650 | 0 |
_aElectronic commerce. _914508 |
|
| 650 | 0 |
_aSocial media. _916280 |
|
| 650 | 7 |
_aBusiness and Management. _2ukslc |
|
| 650 | 7 |
_aBusiness & Management _2thema |
|
| 650 | 7 |
_aEconomics _2thema _914481 |
|
| 650 | 7 |
_aSales & marketing management _2thema |
|
| 650 | 7 |
_aSales & marketing _2thema _920600 |
|
| 650 | 7 |
_aE-commerce: business aspects _2thema |
|
| 650 | 7 |
_aAdvertising _2thema _913459 |
|
| 650 | 7 |
_aRetail & wholesale industries _2thema |
|
| 650 | 7 |
_aEthical & social aspects of IT _2thema |
|
| 650 | 7 |
_aInternet: general works _2thema |
|
| 650 | 7 |
_aSocial networking _2thema _916281 |
|
| 650 | 7 |
_aGraphical & digital media applications _2thema |
|
| 700 | 1 |
_aHeinze, Aleksej, _eeditor. |
|
| 700 | 1 |
_aFletcher, Gordon, _eeditor. |
|
| 700 | 1 |
_aRashid, Tahir, _eeditor. |
|
| 700 | 1 |
_aCruz, Ana, _eeditor. |
|
| 942 | _2ddc | ||
| 999 |
_c39303 _d39303 |
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