Your complete and accessible guide to all aspects of digital marketing, from tools and channels to strategy, planning and marketing management. This fully updated third edition explores the application of AI in marketing, how digital disruption leads to transformation, and the Metaverse and its different realities. It also highlights the UN Sustainable Development Goals in each chapter and how these apply to marketing.
With an excellent blend of theory, research, practice and application, key features include:
• New case studies from a range of global organizations from 20 countries, including Back Market, Spotify and Nykaa.
• A new running case study throughout the book which looks at Uber.
• Ethical Insights which highlight responsible marketing and support PRME.
• Professional Skills which address employability.
• Discover More and Digital Tools text boxes.
• Activities, exercises and Smartphone Sixty Seconds® icebreakers which help students apply their understanding of each chapter.
Essential reading for all students and practitioners of digital marketing.
Mục lục
List of Cases
List of Figures
List of Tables
About the Author
Preface to the Third Edition
Acknowledgements
Praise for DIgital Marketing
Online Resources
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: Content and Email Marketing
Chapter 4: Websites, SEO and Paid Adverts
Chapter 5: Social Media Marketing
Chapter 6: Online Communities
Chapter 7: Mobile Marketing
Chapter 8: Marketing in the Metaverse
Part 3: Digital Marketing Strategy and Planning
Chapter 9: Digital Marketing Audit
Chapter 10: Digital Marketing Strategy and Objectives
Chapter 11: Building the Digital Marketing Plan
Part 4: Digital Marketing Management
Chapter 12: Managing Resources and Reporting
Chapter 13: Digital Marketing Metrics and Analytics
Chapter 14: Digital Marketing Disruption and Transformation
References
Index
Giới thiệu về tác giả
Annmarie Hanlon teaches Digital and Social Media Marketing at the Cranfield School of Management and is a practitioner working on digital marketing strategy and social media projects with regional, national and international organisations.Originally a graduate in French and Linguistics, she subsequently gained a Masters in Business Administration, focusing on marketing planning. She studied for the Chartered Institute of Marketing Diploma for which she won the Worshipful Company of Marketors’ award for the best worldwide results. As an early adopter, working in ‘online marketing’ since 1990, Dr Hanlon is a Fellow of the Chartered Institute of Marketing, a Member of the Marketing Institute Ireland and a Liveryman of the Worshipful Company of Marketors. A past winner of the Mais Scholarship, her research interests include the strategic use of digital marketing and social media in organisations, differences in practice between generations and ethical issues in practice.Annmarie’s SAGE textbooks include Digital Marketing, Strategic Planning and Integration and The Digital Marketing Planner.Follow her updates on Twitter @Annmarie Hanlon
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