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Digital Marketing : Strategic Planning and Integration by Annmarie Hanlon (2019, Trade Paperback)
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Greenworld Books (28478)
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About this product
Product Identifiers
PublisherSAGE Publications, The Limited
ISBN-101526426676
ISBN-139781526426673
eBay Product ID (ePID)12038399821
Product Key Features
Number of Pages416 Pages
LanguageEnglish
Publication NameDigital Marketing : Strategic Planning and Integration
SubjectE-Commerce / Internet Marketing
Publication Year2019
TypeTextbook
Subject AreaBusiness & Economics
AuthorAnnmarie Hanlon
FormatTrade Paperback
Dimensions
Item Height0.8 in
Item Weight32.1 Oz
Item Length9.7 in
Item Width7.5 in
Additional Product Features
Intended AudienceCollege Audience
Dewey Edition23
IllustratedYes
Dewey Decimal658.87202854
Table Of ContentPart 1: Digital Marketing Essentials1. The Digital Marketing Landscape2. The Digital ConsumerPart 2: Digital Marketing Tools3. The Digital Marketing Toolbox4. Content Marketing5. Online Communities6. Mobile Marketing7. Augmented, Virtual and Mixed RealityPart 3: Digital Marketing Strategy and Planning8. Audit Frameworks9. Strategy and Objectives10. Building the Digital Marketing Plan11. Social Media Management12. Managing Resources13. Digital Marketing Metrics, Analytics and Reporting14. Integrating, Improving and Transforming Digital Marketing
SynopsisAn unbiased approach to the latest digital marketing models, offering students and practitioners a range of tools to implement in their digital marketing planning and strategy., An unbiased approach to the latest digital marketing models, offering students and practitioners a range of tools to implement in their digital marketing planning and strategy. Covering all aspects of digital marketing planning, and the latest digital marketing models, the book aims to provide a roadmap for a digital marketing journey. As such, its structure maps against the development of a digital marketing plan. In addition to this, the content is supported by case examples from real-world organizations, and a number of features throughout the chapters: Smartphone sixty secondsfeatures in every chapter, to evaluate influencers in relation to the topic covered. Digital tool boxesintroduce professional tools (for example how Google shares its aggregate data to inform marketers about shopping insights, trends and benchmarks Ethical insightsprovide a reflective and challenging look at social issues and the negative sides to marketing. The book is complemented by online resources for both instructors and students, these include PowerPoint slides, an instructor's guide, exercises and activities relating to each chapter, digital marketing planning documents, digital marketing model templates, quizzes, annotated recommended video links, links to free online tools and SAGE journal article recommendations.Suitable for digital and e-marketing courses on marketing and advertising degrees as well as professional courses for anyone interested in gaining a holistic understanding of digital marketing., An unbiased approach to the latest digital marketing models, offering students and practitioners a range of tools to implement in their digital marketing planning and strategy. Covering all aspects of digital marketing planning, and the latest digital marketing models, the book aims to provide a roadmap for a digital marketing journey. As such, its structure maps against the development of a digital marketing plan and concludes with a ready-made digital marketing plan template to download and adapt. In addition to this, the content is supported by case examples from real-world organizations, and a number of features throughout the chapters: Smartphone sixty seconds features in every chapter, to evaluate influencers in relation to the topic covered. Digital tool boxes introduce professional tools (for example how Google shares its aggregate data to inform marketers about shopping insights, trends and benchmarks Ethical insights provide a reflective and challenging look at social issues and the negative sides to marketing. The book is complemented by online resources for both instructors and students, these include PowerPoint slides, an instructor's guide, exercises and activities relating to each chapter, digital marketing planning documents, digital marketing model templates, quizzes, annotated recommended video links, links to free online tools and SAGE journal article recommendations. Suitable for digital and e-marketing courses on marketing and advertising degrees as well as professional courses for anyone interested in gaining a holistic understanding of digital marketing.
LC Classification NumberHF5415.1265
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