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The essentials of digital marketing /

Waite, Kathryn,

The essentials of digital marketing / Kathryn Waite and Rodrigo Perez-Vega. - x, 234 pages : illustrations ; 25 cm.

Includes bibliographies and index.

Digital marketing mix -- Digital technology adoption - Customer experience design -- Digital service quality -- Online consumer engagement -- Crowdsourcing and crowdfunding -- Digital Content planning -- Metrics and analytics -- Social media metrics and analytics -- The digital marketing skills gap -- Developing an online profile.

ISBN: 9781911396024

Subjects--Topical Terms:
Internet marketing.
Electronic commerce.
Digital media.
BUSINESS & ECONOMICS--Industrial Management.
BUSINESS & ECONOMICS--Management.
BUSINESS & ECONOMICS--Management Science.
BUSINESS & ECONOMICS--Organizational Behavior.
Digital media.

LC Class. No.: HF / 5415.1265 W35 2018

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