Digital marketing

Contributor(s):

Hanlon, Annmarie [Autor]

Material type: Text

TextLanguage: English Publication details: Los Angeles ; London ; New Delhi ; Singapore ; Washington DC ; Melbourne SAGE, 2022Edition: 2nd ed.Description: xii, 395 pages : illustrations (some colour) ; 25 cmISBN:

9781529742800

Subject(s):

Contents:

Part 1: Digital Marketing Essentials Chapter 1: The Digital Marketing Environment -- Chapter 2: The Digital Consumer -- Part 2: Digital Marketing Tools and Channels-- Chapter 3: Email, Websites, SEO and Paid Search -- Chapter 4: Content Marketing -- Chapter 5: Social Media Marketing -- Chapter 6: Online Communities -- Chapter 7: Mobile Marketing -- Chapter 8: Augmented, Virtual and Mixed Reality -- Part 3: Digital Marketing Strategy and Planning-- Chapter 9: Digital Marketing Audits -- Chapter 10: Digital Marketing Strategy and Objectives -- Chapter 11: Digital Marketing Planning -- Part 4: Digital Marketing Management-- Chapter 12: Managing Resources and Reporting -- Chapter 13: Digital Marketing Metrics and Analytics -- Chapter 14: Integrating, Improving and Transforming Digital Marketing-- -- Online resources for students and instructors available: https://uk.sagepub.com/en-gb/eur/digital-marketing/book275235--

Summary: ; 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. ;

Holdings ( 1 )
Title notes ( 2 )

Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Book	TBS Barcelona Libre acceso	HF5415.1265 HAN (Browse shelf(Opens below))	Checked out	14/12/2024	B04207

; 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. ;