DIGITAL MARKETING : STRATEGIC PLANNING & INTEGRATION /
An unbiased approach to the latest digital marketing models, offering students and practitioners a range of tools to implement in their digital marketing planning and strategy. Covering all aspects of digital marketing planning, and the latest digital marketing models, the book aims to provide a roa...
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| Format: | text |
| Language: | eng |
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London : SAGE Publications Ltd.,
2019
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| _version_ | 1796760403784499200 |
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| author | Hanlon, Annmarie, author 624717 |
| author_facet | Hanlon, Annmarie, author 624717 |
| author_sort | Hanlon, Annmarie, author 624717 |
| collection | OCEAN |
| description | An unbiased approach to the latest digital marketing models, offering students and practitioners a range of tools to implement in their digital marketing planning and strategy. Covering all aspects of digital marketing planning, and the latest digital marketing models, the book aims to provide a roadmap for a digital marketing journey. As such, its structure maps against the development of a digital marketing plan and concludes with a ready-made digital marketing plan template to download and adapt. In addition to this, the content is supported by case examples from real-world organizations, and a number of features throughout the chapters: -- Smartphone sixty seconds features in every chapter, to evaluate influencers in relation to the topic covered. -- Digital tool boxes introduce professional tools (for example how Google shares its aggregate data to inform marketers about shopping insights, trends and benchmarks. -- Ethical insights provide a reflective and challenging look at social issues and the negative sides to marketing. |
| first_indexed | 2024-03-05T16:11:19Z |
| format | text |
| id | KOHA-OAI-TEST:553371 |
| institution | Universiti Teknologi Malaysia - OCEAN |
| language | eng |
| last_indexed | 2024-03-05T16:11:19Z |
| publishDate | 2019 |
| publisher | London : SAGE Publications Ltd., |
| record_format | dspace |
| spelling | KOHA-OAI-TEST:5533712021-04-19T01:04:13ZDIGITAL MARKETING : STRATEGIC PLANNING & INTEGRATION / Hanlon, Annmarie, author 624717 textLondon : SAGE Publications Ltd., 2019©2019engAn unbiased approach to the latest digital marketing models, offering students and practitioners a range of tools to implement in their digital marketing planning and strategy. Covering all aspects of digital marketing planning, and the latest digital marketing models, the book aims to provide a roadmap for a digital marketing journey. As such, its structure maps against the development of a digital marketing plan and concludes with a ready-made digital marketing plan template to download and adapt. In addition to this, the content is supported by case examples from real-world organizations, and a number of features throughout the chapters: -- Smartphone sixty seconds features in every chapter, to evaluate influencers in relation to the topic covered. -- Digital tool boxes introduce professional tools (for example how Google shares its aggregate data to inform marketers about shopping insights, trends and benchmarks. -- Ethical insights provide a reflective and challenging look at social issues and the negative sides to marketing.Includes bibliographies references (pages 361-385) and index.Part 1: Digital Marketing Essentials-- 1. The Digital Marketing Landscape -- 2. The Digital Consumer -- Part 2: Digital Marketing Tools -- 3. The Digital Marketing Toolbox -- 4. Content Marketing -- 5. Online Communities -- 6. Mobile Marketing -- 7. Augmented, Virtual and Mixed Reality -- Part 3: Digital Marketing Strategy and Planning -- 8. Audit Frameworks -- 9. Strategy and Objectives -- 10. Building the Digital Marketing Plan -- 11. Social Media Management -- 12. Managing Resources -- 13. Digital Marketing Metrics, Analytics and Reporting -- 14. Integrating, Improving and Transforming Digital Marketing. -- References -- Index.An unbiased approach to the latest digital marketing models, offering students and practitioners a range of tools to implement in their digital marketing planning and strategy. Covering all aspects of digital marketing planning, and the latest digital marketing models, the book aims to provide a roadmap for a digital marketing journey. As such, its structure maps against the development of a digital marketing plan and concludes with a ready-made digital marketing plan template to download and adapt. In addition to this, the content is supported by case examples from real-world organizations, and a number of features throughout the chapters: -- Smartphone sixty seconds features in every chapter, to evaluate influencers in relation to the topic covered. -- Digital tool boxes introduce professional tools (for example how Google shares its aggregate data to inform marketers about shopping insights, trends and benchmarks. -- Ethical insights provide a reflective and challenging look at social issues and the negative sides to marketing.PSZ_JBInternet marketingStrategic planningURN:ISBN:9781526426666URN:ISBN:9781526426666 |
| spellingShingle | Internet marketing Strategic planning Hanlon, Annmarie, author 624717 DIGITAL MARKETING : STRATEGIC PLANNING & INTEGRATION / |
| title | DIGITAL MARKETING : STRATEGIC PLANNING & INTEGRATION / |
| title_full | DIGITAL MARKETING : STRATEGIC PLANNING & INTEGRATION / |
| title_fullStr | DIGITAL MARKETING : STRATEGIC PLANNING & INTEGRATION / |
| title_full_unstemmed | DIGITAL MARKETING : STRATEGIC PLANNING & INTEGRATION / |
| title_short | DIGITAL MARKETING : STRATEGIC PLANNING & INTEGRATION / |
| title_sort | digital marketing strategic planning integration |
| topic | Internet marketing Strategic planning |
| work_keys_str_mv | AT hanlonannmarieauthor624717 digitalmarketingstrategicplanningintegration |