Digital Marketing: Strategic Planning & Integration
Autor Annmarie Hanlonen Limba Engleză Paperback – 3 feb 2022
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.
| Toate formatele și edițiile | Preț | Express |
|---|---|---|
| Paperback (1) | 334.91 lei 3-5 săpt. | +34.84 lei 6-12 zile |
| SAGE Publications – 3 feb 2022 | 334.91 lei 3-5 săpt. | +34.84 lei 6-12 zile |
| Hardback (1) | 1094.91 lei 6-8 săpt. | |
| SAGE Publications – 3 feb 2022 | 1094.91 lei 6-8 săpt. |
Preț: 334.91 lei
Preț vechi: 408.42 lei
-18% Nou
Puncte Express: 502
Preț estimativ în valută:
64.10€ • 67.62$ • 53.42£
64.10€ • 67.62$ • 53.42£
Carte disponibilă
Livrare economică 12-26 decembrie
Livrare express 27 noiembrie-03 decembrie pentru 44.83 lei
Preluare comenzi: 021 569.72.76
Specificații
ISBN-13: 9781529742800
ISBN-10: 1529742803
Pagini: 480
Dimensiuni: 189 x 246 x 29 mm
Greutate: 0.85 kg
Ediția:Second Edition
Editura: SAGE Publications
Colecția Sage Publications Ltd
Locul publicării:London, United Kingdom
ISBN-10: 1529742803
Pagini: 480
Dimensiuni: 189 x 246 x 29 mm
Greutate: 0.85 kg
Ediția:Second Edition
Editura: SAGE Publications
Colecția Sage Publications Ltd
Locul publicării:London, United Kingdom
Recenzii
Digital Marketing is an invaluable resource for those who want to discover more about this exciting, emerging and rapidly evolving subject. The logical structure and presentation make it easy to read each topic in depth or to dip into for quick reference. Case studies about recognisable brands increase engagement and application of theoretical concepts, making learning and teaching enjoyable and valuable for students and lecturers alike. Highly recommended!
Annmarie Hanlon has mastered effectively conveying the most crucial digital marketing concepts in a way that is grounded in theory and real-world applications. This second edition text is a must for students exploring the evolving world of all things digital.
Digital Marketing is a flexible book, written to enhance our theoretical understanding and prepping us for the practical skills we need to deliver great digital results in organizations. The second edition solidly elaborates on classical and core theoretical models, and the new cases enlighten students understanding of the need to have good frameworks when creating unique content with competitive advantage.
The book has a sound theoretical basis, covering the foundations of the subject in a clear and accessible manner. The Digital Tools regularly provide opportunities for students to apply what they have learned in practice. The book is also up to date in its content, with a selection of recent, global case studies, to engage modern students.
Annmarie Hanlon is placed at the unique intersection of academic and practice. Digital Marketing integrates contemporary examples in the dynamic digital ecosystem to bring alive relevant concepts and theories into practical situations clearly and persuasively. This book is an essential read for both students and tutors.
Marketing as a discipline is undergoing a decisive paradigm shift and how we do things is rapidly changing. Digital marketing is evolving from a niche discipline into the mainstream [...] it's not a nice-to-have anymore, but is now a must-have and is quickly establishing itself as the new standard for marketing principles in the 21st century. Annmarie Hanlon’s textbook has all the qualities of becoming a beacon for marketing practitioners and academics to provide guidance in the new realities of marketing.
Annmarie Hanlon has mastered effectively conveying the most crucial digital marketing concepts in a way that is grounded in theory and real-world applications. This second edition text is a must for students exploring the evolving world of all things digital.
Digital Marketing is a flexible book, written to enhance our theoretical understanding and prepping us for the practical skills we need to deliver great digital results in organizations. The second edition solidly elaborates on classical and core theoretical models, and the new cases enlighten students understanding of the need to have good frameworks when creating unique content with competitive advantage.
The book has a sound theoretical basis, covering the foundations of the subject in a clear and accessible manner. The Digital Tools regularly provide opportunities for students to apply what they have learned in practice. The book is also up to date in its content, with a selection of recent, global case studies, to engage modern students.
Annmarie Hanlon is placed at the unique intersection of academic and practice. Digital Marketing integrates contemporary examples in the dynamic digital ecosystem to bring alive relevant concepts and theories into practical situations clearly and persuasively. This book is an essential read for both students and tutors.
Marketing as a discipline is undergoing a decisive paradigm shift and how we do things is rapidly changing. Digital marketing is evolving from a niche discipline into the mainstream [...] it's not a nice-to-have anymore, but is now a must-have and is quickly establishing itself as the new standard for marketing principles in the 21st century. Annmarie Hanlon’s textbook has all the qualities of becoming a beacon for marketing practitioners and academics to provide guidance in the new realities of marketing.
Cuprins
Part 1: Digital Marketing Essentials
Chapter 1: The Digital Marketing Environment
Chapter 2: The Digital Consumer
Part 2: Digital Marketing Tools and Channels
Chapter 3: Email, Websites, SEO and Paid Search
Chapter 4: Content Marketing
Chapter 5: Social Media Marketing
Chapter 6: Online Communities
Chapter 7: Mobile Marketing
Chapter 8: Augmented, Virtual and Mixed Reality
Part 3: Digital Marketing Strategy and Planning
Chapter 9: Digital Marketing Audits
Chapter 10: Digital Marketing Strategy and Objectives
Chapter 11: Digital Marketing Planning
Part 4: Digital Marketing Management
Chapter 12: Managing Resources and Reporting
Chapter 13: Digital Marketing Metrics and Analytics
Chapter 14: Integrating, Improving and Transforming Digital Marketing
Chapter 1: The Digital Marketing Environment
Chapter 2: The Digital Consumer
Part 2: Digital Marketing Tools and Channels
Chapter 3: Email, Websites, SEO and Paid Search
Chapter 4: Content Marketing
Chapter 5: Social Media Marketing
Chapter 6: Online Communities
Chapter 7: Mobile Marketing
Chapter 8: Augmented, Virtual and Mixed Reality
Part 3: Digital Marketing Strategy and Planning
Chapter 9: Digital Marketing Audits
Chapter 10: Digital Marketing Strategy and Objectives
Chapter 11: Digital Marketing Planning
Part 4: Digital Marketing Management
Chapter 12: Managing Resources and Reporting
Chapter 13: Digital Marketing Metrics and Analytics
Chapter 14: Integrating, Improving and Transforming Digital Marketing
Notă biografică
Annmarie Hanlon teaches Digital and Social Media Marketing at the Cranfield School of Management and is a practitioner working on digital marketing strategy and social media projects with regional, national and international organisations.
Originally a graduate in French and Linguistics, she subsequently gained a Masters in Business Administration, focusing on marketing planning. She studied for the Chartered Institute of Marketing Diploma for which she won the Worshipful Company of Marketors¿ award for the best worldwide results. As an early adopter, working in `online marketing¿ since 1990, Dr Hanlon is a Fellow of the Chartered Institute of Marketing, a Member of the Marketing Institute Ireland and a Liveryman of the Worshipful Company of Marketors. A past winner of the Mais Scholarship, her research interests include the strategic use of digital marketing and social media in organisations, differences in practice between generations and ethical issues in practice.
Annmarie¿s SAGE textbooks include Digital Marketing, Strategic Planning and Integration and The Digital Marketing Planner.
Follow her updates on Twitter @AnnmarieHanlon
Originally a graduate in French and Linguistics, she subsequently gained a Masters in Business Administration, focusing on marketing planning. She studied for the Chartered Institute of Marketing Diploma for which she won the Worshipful Company of Marketors¿ award for the best worldwide results. As an early adopter, working in `online marketing¿ since 1990, Dr Hanlon is a Fellow of the Chartered Institute of Marketing, a Member of the Marketing Institute Ireland and a Liveryman of the Worshipful Company of Marketors. A past winner of the Mais Scholarship, her research interests include the strategic use of digital marketing and social media in organisations, differences in practice between generations and ethical issues in practice.
Annmarie¿s SAGE textbooks include Digital Marketing, Strategic Planning and Integration and The Digital Marketing Planner.
Follow her updates on Twitter @AnnmarieHanlon
Descriere
An unbiased, balanced guide to all aspects of digital marketing planning and strategy, from social media, mobile and VR marketing to objectives, metrics and analytics.