Understanding digital marketing : marketing strategies for engaging the digital generation
Record details
- ISBN: 9780749471026 (paperback)
- ISBN: 0749471026 (paperback)
- ISBN: 9780749471033 (ebook)
-
Physical Description:
print
xx, 409 pages : illustrations ; 23 cm - Edition: Third edition.
- Publisher: London ; Philadelphia : Kogan Page, [2014]
Content descriptions
General Note: | Includes index. |
Formatted Contents Note: | Machine generated contents note: 01. So ... you want to go digital??? -- In the beginning ... -- The changing face of advertising -- The technology behind digital marketing -- Enough technology ... let's talk about people -- Case study: Harley-Davidson -- 02.@first ... think! -- Why you need a digital marketing strategy -- Your business and digital marketing -- Defining your digital marketing strategy -- Understanding the digital consumer -- Mind your Ps -- Eyes on the prize -- Bringing it all together -- Case study: MercadoLibre -- 03. Then build your channel -- Your website -- the hub of your digital marketing world -- Building an effective website -- The main steps of building your website -- Before you start -- Case study: Alpharooms -- Choosing your domain name -- Hosting -- your website's home on the internet -- How to choose a web designer/developer -- Arranging your information -- Writing effective web content -- Case study: Hg2 -- 04. Is it working? -- Owned, paid and earned. |
Search for related items by subject
Subject: | Internet marketing Social media Strategic planning Marketing Management |
Available copies
- 1 of 1 copy available at Kirtland Community College.
Holds
- 0 current holds with 1 total copy.
Location | Call Number / Copy Notes | Barcode | Shelving Location | Status | Due Date |
---|---|---|---|---|---|
Kirtland Community College Library | HF 5415.1265 .R93 2014 | 30775305483415 | General Collection | Available | - |
CHOICE_Magazine Review
Understanding Digital Marketing : Marketing Strategies for Engaging the Digital Generation
CHOICE
Copyright American Library Association, used with permission.
This updated edition looks at the world of digital marketing: how it got started, how it got to where it is today, and where the thought leaders in the industry believe it is headed in the future. Ryan, a digital media and marketing expert, freshens the text with the most current information without any sacrifice to the structure, comprehensiveness, and clarity of the original. Imagine the world at the time the first edition was published, five years ago. Twitter, Facebook, the Cloud, and innumerable social platforms either did not exist or were in their infancy. Consequently, this new edition is most welcome as both an update and a reexamination of marketing tactics and strategy. Topics covered include search marketing, social media, mobile marketing, affiliate marketing, e-mail marketing, customer engagement, and digital marketing strategies. The accelerating pace of innovation resulting in the emergence of social business will, no doubt, more than justify future new editions of this book. Summing Up: Recommended. Lower-division undergraduates and above; general readers. --Stuart A. Schulman, CUNY Baruch College