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Digital Marketing: Strategy, Best Practice and Integration

Autor Andy Lima, Neil Kelley
en Limba Engleză Paperback – 28 noi 2018

As a subject, digital marketing is most commonly associated with marketing communication and content, however in the current hyper-connected world, the reality is that the scope of digital marketing extends far beyond channel strategy. Digital Marketing helps readers expand their understanding beyond the traditional "content + channel" approach, and appreciate the extent to which digital marketing impacts an entire organization.

Digital Marketing combines rigorous academic research and practice with industry based learning, cross-cultural case studies, and a complete range of 'off the page' digital resources, which link to platforms to showcase expanded examples and case studies. Through this unique blend of theory, practice and digital resource, Digital Marketing will demonstrate how to integrate digital strategy with marketing management, not only as a communication strategy, but as an integral organizational function.

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Specificații

ISBN-13: 9780749482442
ISBN-10: 0749482443
Pagini: 336
Editura: Kogan Page