000			02601nam a22002657a 4500
005			20231020194329.0
008			231002b ||||| |||| 00| 0 eng d
020			_a9781398605978
040			_aCvSU-CCAT Campus Library. _cCvSU-CCAT Campus Library. _erda.
041			_aEnglish.
050			_aCIR HF 5548.32 _bK56 2022
100			_aKingsnorth, Simon, author. _97789
245			_aDigital marketing strategy : _ban integrated approach to online marketing / _cSimon Kingsnorth.
250			_aThird edition.
260			_aNew York : _bKogan Page Limited, _cc2022.
300			_axvi, 399 pages : _billustrations ; _c24 cm
504			_aIncludes bibliographical references and index.
505			_aIntroduction : how will this book transform your digital marketing strategy? PART I - Knowing your business objectives and your customer 1 - The foundations of digital marketing 2 - Understanding the digital ecosystem 3 - Integrating digital into wider organization strategy 4 - Understanding the evolving digital consumer 5 - Barriers, considerations and data protection in digital marketing strategy PART II - Integrating digital change into your wider organization 6 - Enabling technologies for online marketing and digital transformation 7 - Planning your digital marketing - objectives, teams and budgeting PART III - Using channel strategy to reach your customers 8 - SEO strategy and organic techniques 9 - Building and optimizing a winning paid search strategy 10 - Display advertising and programmatic targeting 11 - Tailoring your social media strategy 12 - Marketing automation, messaging and email marketing-the unsung heroes 13 - Affiliate schemes and partnerships to deliver highly targeted leads 14 - Lead generation that delivers results 15 - Content strategy - a key pillar of success 16 - Personalizing the customer journey and digital experience PART IV - Conversion, retention and measurement 17 - Effective experience design (XD) 18 - Optimizing your e-commerce platform 19 - Managing loyalty, CRM and data 20 - Measuring success through data analytics and reporting PART V - Tailoring your final digital marketing strategy 21 - Providing a smooth online service and customer 22 - Putting together your digital marketing strategy Index
541			_e13346
546			_aIn English text.
650			_aElectronic commerce _xManagement. _97790
650			_aInternet marketing. _91364
650			_aStrategic planning. _9292
942			_2lcc _cBK _eThird edition _hHF 5548.32 K56 2022 _kCIR
999			_c2388 _d2388