Learn how to develop, implement and evaluate effective digital marketing with this practical yet theoretically grounded textbook which also explores the latest legal and ethical considerations.
Learn how to develop, implement and evaluate effective digital marketing with this practical yet theoretically grounded textbook which also explores the latest legal and ethical considerations.
Hanne Knight is Lecturer in Marketing at the University of Plymouth, UK, where she also leads its Digital and Social Media Marketing MSc. She draws on practitioner experience gained working in industry and is a Fellow of the Higher Education Academy, a member of the Institute of Direct and Digital Marketing (IDM) and the Digital Marketing Institute (DMI). A regular academic journal article reviewer, she has presented papers at international conferences.
Inhaltsangabe
Section ONE: Basic concepts and elements of digital marketing; Chapter 01: Introduction to digital marketing; Chapter 02: Planning a digital marketing strategy; Chapter 03: Digital marketing campaigns; Chapter 04: Accountability in the digital age; Section TWO: Researching the digital environment; Chapter 05: The macro environment; Chapter 06: The micro environment; Chapter 07: Market segmentation, targeting and positioning; Chapter 08: Big Data; Section THREE: Online customer behaviour; Chapter 09: Primary and secondary data sources; Chapter 10: The digital consumer; Chapter 11: Customer journey and experiences; Chapter 12: Socially responsible consumer behaviour; Chapter 13: Global Consumer Behaviour; Section FOUR: Implementing digital marketing; Chapter 14: Objective setting; Chapter 15: Marketing mix for the digital world; Chapter 16: Digital tools, techniques and technology; Chapter 17: Social media marketing channels and concepts; Chapter 18: Digital marketing channels and platforms Section FIVE: Measurement and evaluation; Chapter 19: Evaluation of digital marketing success Dashboards and challenges of data driven marketing; Chapter 20: Data analytics and metrics; Chapter 21: Digital marketing audit; Chapter 22: Managing, testing and improving campaigns; Section SIX: Legal and ethical considerations; Chapter 23: Ethical considerations; Chapter 24: Sustainability in the digital world; Chapter 25: Legal considerations
Section ONE: Basic concepts and elements of digital marketing; Chapter 01: Introduction to digital marketing; Chapter 02: Planning a digital marketing strategy; Chapter 03: Digital marketing campaigns; Chapter 04: Accountability in the digital age; Section TWO: Researching the digital environment; Chapter 05: The macro environment; Chapter 06: The micro environment; Chapter 07: Market segmentation, targeting and positioning; Chapter 08: Big Data; Section THREE: Online customer behaviour; Chapter 09: Primary and secondary data sources; Chapter 10: The digital consumer; Chapter 11: Customer journey and experiences; Chapter 12: Socially responsible consumer behaviour; Chapter 13: Global Consumer Behaviour; Section FOUR: Implementing digital marketing; Chapter 14: Objective setting; Chapter 15: Marketing mix for the digital world; Chapter 16: Digital tools, techniques and technology; Chapter 17: Social media marketing channels and concepts; Chapter 18: Digital marketing channels and platforms Section FIVE: Measurement and evaluation; Chapter 19: Evaluation of digital marketing success Dashboards and challenges of data driven marketing; Chapter 20: Data analytics and metrics; Chapter 21: Digital marketing audit; Chapter 22: Managing, testing and improving campaigns; Section SIX: Legal and ethical considerations; Chapter 23: Ethical considerations; Chapter 24: Sustainability in the digital world; Chapter 25: Legal considerations
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