عنوان

Digital marketing :

(Number (ISBN

1138039527

(Number (ISBN

113803956X

(Number (ISBN

9781138039520

(Number (ISBN

9781138039568

Erroneous ISBN

9781315175737 (ebook)

Erroneous ISBN

9781351707633 (Mobipocket ebook)

Erroneous ISBN

9781351707640 (ePub ebook)

Erroneous ISBN

9781351707657 (PDF ebook)

Title Proper

Digital marketing :

General Material Designation

[Book]

Other Title Information

a practical approach /

First Statement of Responsibility

Alan Charlesworth.

Edition Statement

Third edition.

Place of Publication, Distribution, etc.

New York, NY :

Name of Publisher, Distributor, etc.

Routledge,

Date of Publication, Distribution, etc.

2018.

Specific Material Designation and Extent of Item

xxv, 326 pages :

Other Physical Details

illustrations, map ;

Dimensions

25 cm

Text of Note

Includes bibliographical references and index.

Text of Note

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

Text of Note

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.

Title

Digital marketing.

International Standard Book Number

9781315175737

General Material Designation

Internet marketing

Internet marketing.

Business and Management.

Business and Management.

Internet marketing.

Marketing digital.

Multicanal (gestion).

Number

Edition

Class number

Book number

Charlesworth, Alan,1956-

Date of Transaction

20200822160452.0

Cataloguing Rules (Descriptive Conventions))

rda

Electronic name

[Book]

Y