Digital marketing : strategic planning & integration / Annmarie Hanlon.
Material type:
TextPublisher: Los Angeles : SAGE, c2019Description: xii, 395 pages : illustrations (some color) ; 25 cmISBN: 978-1-5264-2667-3 (paperback)Subject(s): Internet marketing | Electronic commerce -- managementLOC classification: HF5415.1265 | H36 2019| Item type | Current location | Collection | Shelving location | Call number | Copy number | Status | Date due | Barcode |
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Book
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Cavite State University - CCAT Campus | Book | GCS | CIR HF5415.1265 H36 2019 (Browse shelf) | 1 copy | Available | R0012193 |
Includes bibliographical references (pages [361]-385) and index.
Digital marketing essentials -- Digital marketing tools -- Digital marketing strategy and planning
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. Coveringall 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 planand concludes with a ready-made digital marketing plan template to download and adapt. In addition to this, the content is supported bycase 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.
In English text.
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