TY  - BOOK
AU  - Rowles, Daniel,
TI  - Digital branding
SN  - 9780749481698
PY  - 2018///
PB  - Kogan Page
KW  - Marketing / Advertising
KW  - Internet marketing
KW  - Branding (Marketing)
KW  -  Metrics
KW  -  Value
KW  -  multichannel
KW  -  content
KW  -  User
KW  -  Internet
KW  -  Search
KW  -  Positioning
KW  -  Technology
KW  -  Mobile
KW  -  Segmentation
KW  -  App
KW  -  Mobile Application
KW  - Advertising
KW  - Internet advertising
KW  -  Email
KW  -  Emailing
KW  -  CRM
KW  -  Indicator
KW  - Marketing
N1  - a complete step-by-step guide to strategy, tactics, tools and measurement
N2  - Digital Branding second edition, provides step-by-step, practical guidance on how to build a brand online and quantify it through tangible results. It draws together each of the core marketing avenues such as content marketing, social media, search engine optimization and web analytics, to deliver a robust framework for brand planning, identity, channel selection and measuring the effectiveness of campaigns. ; The second edition of Digital Branding contains a complete overhaul of tools and techniques for straightforward application, plus new high profile case studies including Accenture, Tesco and Imperial College London. Important updates are made on social media guidelines and policy, how to tackle advancements in mobile marketing and mobile payments, as well as augmented and virtual reality
UR  - https://books.google.es/books?id=lGFADwAAQBAJ&printsec=frontcover&dq=digital+branding&hl=es&sa=X&ved=0ahUKEwiworvPoJvYAhVJVhQKHbdYB1sQ6wEIMDAB#v=onepage&q=digital%20branding&f=false
ER  -