Digital marketing : strategic planning & integration/ Annmarie Hanlon

By:

Hanlon, Annmarie

Material type: Text

TextLos Angeles : Sage, 2022Edition: Second editionDescription: xvii, 454 pages : illustrations (chiefly color) ; 25 cmContent type:

Media type:

Carrier type:

ISBN:

9781529742800
9781529742817

Subject(s):

LOC classification:

HF 5415.1265 H36 2022

Contents:

Part 1. Digital marketing essentials The digital marketing environment The digital consumer Part 2. Digital marketing tools and channels Email, websites, SEO and paid search Content marketing Social media marketing Online communities Mobile marketing Augmented, virtual and mixed reality Part 3. Digital marketing strategy and planning Digital marketing audit Digital marketing strategy and objectives Building the digital marketing plan Part 4. Digital marketing management Managing resources and reporting Digital marketing metrics and analytics Integrating and transforming digital marketing

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."-- Publisher's description

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Holdings
Item type	Current library	Shelving location	Call number	Status	Date due	Barcode
Book	TUP Manila Library	Graduate Program Section-2F	GS HF 5415.1265 H36 2022 (Browse shelf(Opens below))	Available		P00033986

Includes index and bibliographical references

Part 1. Digital marketing essentials
The digital marketing environment
The digital consumer
Part 2. Digital marketing tools and channels
Email, websites, SEO and paid search
Content marketing
Social media marketing
Online communities
Mobile marketing
Augmented, virtual and mixed reality
Part 3. Digital marketing strategy and planning
Digital marketing audit
Digital marketing strategy and objectives
Building the digital marketing plan
Part 4. Digital marketing management
Managing resources and reporting
Digital marketing metrics and analytics
Integrating and transforming digital marketing

"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."-- Publisher's description

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