A01=Kathryn Waite
A01=Rodrigo Perez Vega
Age Group_Uncategorized
Age Group_Uncategorized
Author_Kathryn Waite
Author_Rodrigo Perez Vega
automatic-update
business
Category1=Non-Fiction
Category=KJS
communications: digital
COP=United Kingdom
Delivery_Delivery within 10-20 working days
eq_bestseller
eq_business-finance-law
eq_isMigrated=2
eq_nobargain
eq_non-fiction
internet
Language_English
management
marketing
PA=Available
Price_€20 to €50
PS=Active
softlaunch
Product details
- ISBN 9781911396017
- Dimensions: 189 x 246mm
- Publication Date: 26 Feb 2018
- Publisher: Goodfellow Publishers Limited
- Publication City/Country: GB
- Product Form: Paperback
- Language: English
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* An engaging introduction to the essentials of digital marketing;
* Examines of the challenges and issues of integrating digital content, measuring performance outcomes and understanding digital analytics;
* Contains international case studies to illustrate how digital marketing is being used in various industry settings.
Do you know where to start with digital marketing? This user-friendly text book provides an engaging introduction to digital marketing to help you understand of the impact of digital channels on marketing operations. It introduces the essential terms, and practices of digital marketing and applies theory to explain the rationale for choosing to use a specific approach in a given context. It provides an overview of digital marketing challenges and opportunities by defining the field, explaining the structure of digital marketing management and introducing the digital marketing mix. It explains how to use digital marketing to enhance the customer experience and how to integrate digital marketing into existing channels. It also examines new digital business models including crowd sourcing and crowd funding. Finally it examines the key performance indicators of technology acceptance, customer satisfaction and customer engagement and the choice of analytics that can be used for measuring these outcomes.
