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Digital Marketing in Practice

Design, Implement and Measure Effective Campaigns
TaschenbuchKartoniert, Paperback
Englisch
Kogan Pageerschienen am03.03.2023
Learn how to develop, implement and evaluate effective digital marketing with this practical yet theoretically grounded textbook which also explores the latest legal and ethical considerations.mehr
Verfügbare Formate
BuchGebunden
EUR154,50
TaschenbuchKartoniert, Paperback
EUR45,00
E-BookEPUBDRM AdobeE-Book
EUR44,49

Produkt

KlappentextLearn how to develop, implement and evaluate effective digital marketing with this practical yet theoretically grounded textbook which also explores the latest legal and ethical considerations.
Details
ISBN/GTIN978-1-3986-0887-0
ProduktartTaschenbuch
EinbandartKartoniert, Paperback
Erscheinungsjahr2023
Erscheinungsdatum03.03.2023
SpracheEnglisch
MasseBreite 171 mm, Höhe 239 mm, Dicke 31 mm
Gewicht860 g
Artikel-Nr.58922787
Rubriken
GenreWirtschaft

Inhalt/Kritik

Inhaltsverzeichnis
Section - ONE: Basic concepts and elements of digital marketing;Chapter - 01: Introduction to digital marketing;Chapter - 02: Planning a digital marketing strategy;Chapter - 03: Digital marketing campaigns;Chapter - 04: Accountability in the digital age;Section - TWO: Researching the digital environment;Chapter - 05: The macro environment;Chapter - 06: The micro environment;Chapter - 07: Market segmentation, targeting and positioning;Chapter - 08: Big Data;Section - THREE: Online customer behaviour;Chapter - 09: Primary and secondary data sources;Chapter - 10: The digital consumer;Chapter - 11: Customer journey and experiences;Chapter - 12: Socially responsible consumer behaviour;Chapter - 13: Global Consumer Behaviour;Section - FOUR: Implementing digital marketing;Chapter - 14: Objective setting;Chapter - 15: Marketing mix for the digital world;Chapter - 16: Digital tools, techniques and technology;Chapter - 17: Social media marketing channels and concepts;Chapter - 18: Digital marketing channels and platformsSection - FIVE: Measurement and evaluation;Chapter - 19: Evaluation of digital marketing success - Dashboards and challenges of data-driven marketing;Chapter - 20: Data analytics and metrics;Chapter - 21: Digital marketing audit;Chapter - 22: Managing, testing and improving campaigns;Section - SIX: Legal and ethical considerations;Chapter - 23: Ethical considerations;Chapter - 24: Sustainability in the digital world;Chapter - 25: Legal considerationsmehr

Autor

Hanne Knight is Lecturer in Marketing at the University of Plymouth, UK, where she also leads its Digital and Social Media Marketing MSc. She consults practitioners on sustainability communication and is senior examiner at the Chartered Institute of Marketing. Lizette Vorster is Assistant Professor in Strategic Business Communications at Aarhus University, Denmark. Prior to this, she was Lecturer in Digital Marketing at Northumbria University, UK. She has held a number of senior positions in professional practice, including Head of Marketing and Creative Director.
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