Hanlon, Annmarie  <br/><br/>
Digital marketing : strategic planning & integration/ 
Annmarie Hanlon  
 - Second edition 
 - xvii, 454 pages :   illustrations (chiefly color) ;   25 cm 
<br/><br/>Includes index and bibliographical references<br/> 
<br/><br/>Part 1. Digital marketing essentials<br/>The digital marketing environment<br/>The digital consumer<br/>Part 2. Digital marketing tools and channels<br/>Email, websites, SEO and paid search<br/>Content marketing<br/>Social media marketing<br/>Online communities<br/>Mobile marketing<br/>Augmented, virtual and mixed reality<br/>Part 3. Digital marketing strategy and planning<br/>Digital marketing audit<br/>Digital marketing strategy and objectives<br/>Building the digital marketing plan<br/>Part 4. Digital marketing management<br/>Managing resources and reporting<br/>Digital marketing metrics and analytics<br/>Integrating and transforming digital marketing 
<br/><br/> "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 
<br/><br/><label>ISBN: </label>9781529742800 9781529742817 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Digital Marketing<br/>Strategic Planning<br/>rketing Analytics and Metric
<br/><br/><label>LC Class. No.: </label>HF 5415.1265   / H36 2022