عنوان

Digital marketing :

1138039527

113803956X

9781138039520

9781138039568

9781315175737 (ebook)

9781351707633 (Mobipocket ebook)

9781351707640 (ePub ebook)

9781351707657 (PDF ebook)

Digital marketing :

[Book]

a practical approach /

Alan Charlesworth.

Third edition.

New York, NY :

Routledge,

2018.

xxv, 326 pages :

illustrations, map ;

25 cm

Includes bibliographical references and index.

Marketing in the digital world. The digital environment : doing business in a connected world. Digital transformation -- Programmatic marketing -- Artificial intelligence -- Virtual and augmented reality -- Digital customers. Online buying behavior -- Privacy -- Marketing goes digital. Digital isn't the only option -- Non-marketing digital marketers -- Viral marketing -- Paid, earned, owned -- Content marketing -- Influencers -- Affiliate marketing -- Attribution -- Public relations and reputation management -- Integrated marketing communications -- Gaming -- Legal considerations -- Strategic digital marketing -- Digital marketing objectives -- Operational digital marketing. Search engine optimization. How search engines work -- Keyword selection -- On-site optimization -- Off-site optimization -- Strategic search engine optimization -- Third-party search engine ranking -- Website development. Web presence ownership, management and development -- Usability -- The basics -- Content development -- The B2B website -- The global web presence -- E-commerce. Multi-channel retailing -- Fulfilment -- Comparison shopping engines, e-marketplaces and third-party shopping websites -- The e-commerce website -- Advertising online. Programmatic advertising -- Objectives and management -- Online ad formats -- Search advertising -- Network advertising -- Landing pages -- Email marketing. Email as a medium for direct marketing -- Email as a medium for marketing messages -- Email newsletters -- Marketing on social media. Blogging -- Consumer reviews and ratings -- Social networking -- Social sharing -- Social media service and support -- Strategic marketing on social media -- Measure and monitor -- Metrics and analytics. How analytics are presented and used.

0

As in the previous editions of this book, whilst strategic issues are included where appropriate, by concentrating on the operational and functional aspects of this dynamic subject, 'Digital Marketing' provides a step-by-step guide to implementing the key aspects of online marketing. Similarly, although primarily aimed at an academic market, the practical - rather than purely theoretical - nature of the book means that it will be equally useful in both training and self-learning scenarios.

Digital marketing.

9781315175737

Internet marketing

Internet marketing.

Business and Management.

Business and Management.

Internet marketing.

Marketing digital.

Multicanal (gestion).

Charlesworth, Alan,1956-

20200822160452.0

rda

[Book]

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