Digital and social media marketing : a results-driven approach / edited by Aleksej Heinze, Gordon Fletcher, Tahir Rashid and Ana Cruz.
Contributor(s): Heinze, Aleksej [editor.] | Fletcher, Gordon [editor.] | Rashid, Tahir [editor.] | Cruz, Ana [editor.].
Publisher: Milton Park, Abingdon, Oxon ; New York, NY : Routledge, ©2020Edition: Second edition.Description: 336 pages cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9780367236021.Subject(s): Internet marketing | Internet advertising | Electronic commerce | Social mediaGenre/Form: Print books.Summary: "The 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 (GDPR) and privacy, Artificial Intelligence (AI) 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, enable 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 roadmap 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 supports a worldwide learning community"--Current location | Call number | Status | Date due | Barcode | Item holds |
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On Shelf | HF5415.1265 .D5385 2020 (Browse shelf) | Available | AU00000000017893 |
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HF5415.1265 .D343 2018 Social media marketing : theories and applications / | HF5415.1265 .D366 2021 Search engine optimization and marketing : a recipe for success in digital marketing / | HF5415.1265 .D526 2023 Digital Marketing All-In-One For Dummies, 2nd Edition / | HF5415.1265 .D5385 2020 Digital and social media marketing : a results-driven approach / | HF5415.1265 .F678 2012 Marketing in the age of Google: your online strategy IS your business strategy / | HF5415.1265 .F745 2014 Return on engagement : content strategy and web design techniques for digital marketing / | HF5415.1265 .G36 2016 Visual content marketing : leveraging infographics, video, and interactive media to attract and engage customers / |
Includes bibliographical references and index.
"The 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 (GDPR) and privacy, Artificial Intelligence (AI) 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, enable 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 roadmap 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 supports a worldwide learning community"--