000			03149nam a22003137a 4500
003			OSt
005			20240716110239.0
008			240716b |||||||| |||| 00| 0 eng d
020			_a 9781529742800
020			_a9781529742817
040			_aTUPM _beng _c- _d- _erda
050			_aHF 5415.1265 _bH36 2022
100			_aHanlon, Annmarie
245			_a Digital marketing : strategic planning & integration/ _cAnnmarie Hanlon
250			_aSecond edition
264			_aLos Angeles : _bSage, _c2022
300			_a xvii, 454 pages : _billustrations (chiefly color) ; _c25 cm
336			_2rdacontent
337			_2rdamedia
338			_2rdacarrier
504			_aIncludes index and bibliographical references
505			_aPart 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
520			_a"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
650			_aDigital Marketing
650			_aStrategic Planning
650			_arketing Analytics and Metric
942			_2lcc _cBK _n0
999			_c28730 _d28730