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Digital Marketing Features
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Brief contents
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PrefaceAbout the authorsAcknowledgements
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Part 1 Digital marketing fundamentals1. Introducing digital marketing2. Online marketplace analysis: micro-environment3. The digital macro-environment
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Part 2 Digital marketing strategy development4. Digital marketing strategy5. Digital media and the marketing mix6. Relationship marketing using digital platforms
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Part 3 Digital marketing: implementation and practice7. Delivering the digital customer experience8. Campaign planning for digital media9. Marketing communications using digital media channels10. Evaluation and improvement of digital channel performance
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GlossaryIndex
About Digital Marketing
Digital Marketing provides the most comprehensive guide to all aspects of using the Internet, digital media and marketing technology to achieve the goals of integrated multichannel marketing. This streamlined seventh edition provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies from cutting edge companies such as ASOS, Spotify, Zalando and Zappos, to help students understand digital marketing in the real world. To support this, new ‘Essential Digital Skills’ boxes give students guidance on how to develop key skills they will need in the workplace. Readers will learn best practice frameworks for developing a digital marketing strategy, plus success factors for key digital marketing techniques including search marketing, conversion optimisation and digital communications using social media including Twitter and Facebook.
