Digital Marketing: Integrating Strategy and Tactics with Values is an easy-to-understand guidebook that draws on the latest digital tactics and strategic insights to help organizations generate sustainable growth through digital integration. It provides a roadmap to adopt a digital mindset, incorporate digital trends strategically, and integrate the most effective digital tactics and tools with core values to achieve competitive advantage. Bringing the reader through its five-step Path to Digital Integration (Mindset, Model, Strategy, Implementation, and Sustainability), the book seeks to: Outline the key drivers of change and leading digital marketing trends that executives need to understand and incorporate to drive business opportunity Evaluate the digital channels and technologies that management teams can leverage to execute a successful, integrated digital marketing strategy; this includes insight into the latest digital tactics (website, social, mobile, search, content, and email marketing; data analytics) and social tools (Facebook, Twitter, YouTube, LinkedIn, Instagram, Pinterest, Google Plus) Examine the impact of digital transformation on the organization, from the effect of digital tactics on customer experience (CX) to the value of integrating internal digital strategies to facilitate collaboration and innovation Guide aspiring leaders on how to combine core values and business goals with progressive digital strategies, tactics, and tools to generate sustainable outcomes for all stakeholders This interactive guidebook provides a truly Connected Digital Experience (CDE): the Zappar augmented reality mobile app allows the reader to activate the “Discover More” and “Play Video” icons found throughout the book, instantly connecting the reader, via their mobile device, to additional content housed on our companion website, Digital Marketing Resource Center (dmresourcecenter.org). The Play Video icons incorporate point-in-time video commenting solution Vusay to enable interactive social conversations around each video.
Digital Marketing
$33.70
This book educates students on digital marketing strategies and tactics, supporting studies in business, economics, and technology.
Additional information
| Weight | 0.885 lbs |
|---|---|
| Dimensions | 19 × 2.1 × 24.1 in |
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Digital Marketing
$53.87
This guide offers a comprehensive education on digital marketing strategy, theory, and practical application.
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.
Features
- Brief contents
- PrefaceAbout the authorsAcknowledgements
- Part 1 Digital marketing fundamentals1. Introducing digital marketing2. Online marketplace analysis: micro-environment3. The digital macro-environment
- Part 2 Digital marketing strategy development4. Digital marketing strategy5. Digital media and the marketing mix6. Relationship marketing using digital platforms
- 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
- GlossaryIndex
Additional information
| Weight | 1.07 lbs |
|---|---|
| Dimensions | 19.3 × 2.3 × 26.4 in |
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