000			03404nam a2200325Ia 4500
001			3378
008			230305s2022 xx 000 0 und d
020			_a9781529742800
043			_aen_UK
041			_aeng
245		0	_aDigital marketing
250			_a2nd ed.
260			_aLos Angeles ; London ; New Delhi ; Singapore ; Washington DC ; Melbourne _bSAGE, _c2022
300			_axii, 395 pages : illustrations (some colour) ; 25 cm
500			_astrategic planning & integration
505			_aPart 1: Digital Marketing Essentials _rChapter 1: The Digital Marketing Environment -- _rChapter 2: The Digital Consumer -- _rPart 2: Digital Marketing Tools and Channels-- _rChapter 3: Email, Websites, SEO and Paid Search -- _rChapter 4: Content Marketing -- _rChapter 5: Social Media Marketing -- _rChapter 6: Online Communities -- _rChapter 7: Mobile Marketing -- _rChapter 8: Augmented, Virtual and Mixed Reality -- _rPart 3: Digital Marketing Strategy and Planning-- _rChapter 9: Digital Marketing Audits -- _rChapter 10: Digital Marketing Strategy and Objectives -- _rChapter 11: Digital Marketing Planning -- _rPart 4: Digital Marketing Management-- _rChapter 12: Managing Resources and Reporting -- _rChapter 13: Digital Marketing Metrics and Analytics -- _rChapter 14: Integrating, Improving and Transforming Digital Marketing-- _r-- _rOnline resources for students and instructors available: https://uk.sagepub.com/en-gb/eur/digital-marketing/book275235--
520			_a ; An unbiased, balanced guide to all aspects of digital marketing, from social media, mobile and VR marketing to objectives, metrics and analytics. Covering all aspects of digital marketing planning and the latest models, the book also offers a range of tools to help implement your own digital marketing plans and strategies. ; ; 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. ; Suitable for digital and e-marketing courses at all levels, as well as professional courses for anyone interested in gaining a holistic understanding of digital marketing. ;
630			_aHF COMMERCE _914
650		0	_aInternet marketing _91133
650		0	_a e-Business _92655
650		0	_aElectronic commerce _91263
650			_a _912
700			_aHanlon, Annmarie _eAutor _913935
902			_a346
905			_am
912			_a2022-01-01
942			_a1
953			_d2022-06-08 11:19:28
999			_c3213 _d3213