Digital Marketing: Strategic Planning & Integration, 2nd Edition
- Length: 480 pages
- Edition: 2
- Language: English
- Publisher: SAGE Publications Ltd
- Publication Date: 2022-03-14
- ISBN-10: 1529742803
- ISBN-13: 9781529742800
- Sales Rank: #9007240 (See Top 100 Books)
An unbiased, balanced guide to all aspects of digital marketing, from social media, mobile and VR marketing to objectives, metrics and analytics. Covering all aspects of digital marketing planning and the latest models, the book also offers a range of tools to help implement your own digital marketing plans and strategies.
The second edition has been expanded to include new discussions and research on areas including digital privacy, types of influencers, social listening and the gig economy.
Key features:
- Supported by case examples from 28 global companies and brands including IKEA, Uber, Klarna and TikTok.
- A brand-new case study on Strava runs throughout the book to help you apply what you’ve learnt to real-world scenarios.
- ‘Ethical Insight’ boxes provide a reflective and challenging look at social issues and the negative side of marketing.
- ‘Digital Tool’ boxes introduce professional tools, such as ‘Spot the Troll’, Hootsuite and Padlet.
- The ‘Smartphone Sixty Seconds’ feature provides super-quick online activities using needing only your phone.
- Includes a new ‘Journal of Note’ feature in each chapter, to direct you to a key source of further reading.
- Worked digital marketing plan.
- Complimented by online resources, including PowerPoint slides, and Instructor’s Manual, quizzes, recommended video links and free SAGE Journal articles.
Suitable for digital and e-marketing courses at all levels, as well as professional courses for anyone interested in gaining a holistic understanding of digital marketing.
Cover Half Title Publisher Note Title Page Copyright Page Acknowledgements Contents Sidebar List Illustration List Table List About the Author Preface to the Second Edition Acknowledgements Praise for Digital Marketing Online Resources Part 1 Digital Marketing Essentials 1 The Digital Marketing Environment 2 The Digital Consumer Part 2 Digital Marketing Tools and Channels 3 Email, Websites, Seo and Paid Search 4 Content Marketing 5 Social Media Marketing 6 Online Communities 7 Mobile Marketing 8 Augmented, Virtual and Mixed Reality Part 3 Digital Marketing Strategy and Planning 9 Digital Marketing Audit 10 Digital Marketing Strategy and Objectives 11 Building The Digital Marketing Plan Part 4 Digital Marketing Management 12 Managing Resources and Reporting 13 Digital Marketing Metrics and Analytics 14 Integrating and Transforming Digital Marketing References Index
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