Digital marketing
Subtitle: a practical approach
By: Alan Charlesworth
Edition: Third edition.
Publisher: Routledge
Published: 2018
Language: eng
Number of pages: 326
ISBN-13: 9781138039520; 9781138039568
Subjects: Internet marketing
Work titles: Internet marketing
Description: As in the previous editions of this book, whilst strategic issues are included where appropriate, by concentrating on the operational and functional aspects of this dynamic subject, 'Digital Marketing' provides a step-by-step guide to implementing the key aspects of online marketing. Similarly, although primarily aimed at an academic market, the practical - rather than purely theoretical - nature of the book means that it will be equally useful in both training and self-learning scenarios.
Notes: Includes bibliographical references and index.
Table of contents: title: Marketing in the digital world. The digital environment : doing business in a connected world. Digital transformation; title: Programmatic marketing; title: Artificial intelligence; title: Virtual and augmented reality; title: Digital customers. Online buying behavior; title: Privacy; title: Marketing goes digital. Digital isn't the only option; title: Non-marketing digital marketers; title: Viral marketing; title: Paid, earned, owned; title: Content marketing; title: Influencers; title: Affiliate marketing; title: Attribution; title: Public relations and reputation management; title: Integrated marketing communications; title: Gaming; title: Legal considerations; title: Strategic digital marketing; title: Digital marketing objectives; title: Operational digital marketing. Search engine optimization. How search engines work; title: Keyword selection; title: On-site optimization; title: Off-site optimization; title: Strategic search engine optimization; title: Third-party search engine ranking; title: Website development. Web presence ownership, management and development; title: Usability; title: The basics; title: Content development; title: The B2B website; title: The global web presence; title: E-commerce. Multi-channel retailing; title: Fulfilment; title: Comparison shopping engines, e-marketplaces and third-party shopping websites; title: The e-commerce website; title: Advertising online. Programmatic advertising; title: Objectives and management; title: Online ad formats; title: Search advertising; title: Network advertising; title: Landing pages; title: Email marketing. Email as a medium for direct marketing; title: Email as a medium for marketing messages; title: Email newsletters; title: Marketing on social media. Blogging; title: Consumer reviews and ratings; title: Social networking; title: Social sharing; title: Social media service and support; title: Strategic marketing on social media; title: Measure and monitor; title: Metrics and analytics. How analytics are presented and used.