Digital Marketing
SAGE Publications Ltd (Verlag)
978-1-5296-8044-7 (ISBN)
Your complete and accessible guide to all aspects of digital marketing, from tools and channels to strategy, planning and marketing management. This fully updated third edition explores the application of AI in marketing, how digital disruption leads to transformation, and the Metaverse and its different realities. It also highlights the UN Sustainable Development Goals in each chapter and how these apply to marketing.
With an excellent blend of theory, research, practice and application, key features include:
• New case studies from a range of global organizations from 20 countries, including Back Market, Spotify and Nykaa.
• A new running case study throughout the book which looks at Uber.
• Ethical Insights which highlight responsible marketing and support PRME.
• Professional Skills which address employability.
• Discover More and Digital Tools text boxes.
• Activities, exercises and Smartphone Sixty Seconds® icebreakers which help students apply their understanding of each chapter.
Essential reading for all students and practitioners of digital marketing.
Looking for a step-by-step guide to creating a digital marketing plan? Save by buying Digital Marketing with Annmarie Hanlon′s Digital Marketing Planner.
Dr Annmarie Hanlon is a Chartered Marketer and an Associate Professor in Digital and AI Marketing at UCL in the Global Business School for Health. Previously she was the Course Director of MSc Marketing and Leadership at Cranfield University. She is an experienced academic with a strong teaching portfolio in digital marketing. She has proficiency in shaping the curriculum, from module specification to programme validation. Before joining academia, she worked in consultancy for 25 years. As an early adopter of technology and ‘online marketing’ she has led digital strategy and planning projects across Europe, in sectors including healthcare and IT, legal and financial, software and manufacturing. She is a Fellow of the Chartered Institute of Marketing, a Member of the Marketing Institute Ireland and a Liveryman of the Worshipful Company of Marketors. A past winner of the Mais Scholarship, her research interests include the application of health services, systems and apps that are related to digital marketing, AI marketing and technology. Annmarie′s Sage textbooks include Digital Marketing: Strategy, Planning & Disruption, Digital Business: Strategy, Management & Transformation and The Digital Marketing Planner. She is co-editor of The SAGE Handbook of Digital Marketing, and The SAGE Handbook of Social Media Marketing.
List of Cases
List of Figures
List of Tables
About the Author
Preface to the Third Edition
Acknowledgements
Praise for DIgital Marketing
Online Resources
Part 1: Digital Marketing Essentials
Chapter 1: The Digital Marketing Environment
Chapter 2: The Digital Consumer
Part 2: Digital Marketing Tools and Channels
Chapter 3: Content and Email Marketing
Chapter 4: Websites, SEO and Paid Adverts
Chapter 5: Social Media Marketing
Chapter 6: Online Communities
Chapter 7: Mobile Marketing
Chapter 8: Marketing in the Metaverse
Part 3: Digital Marketing Strategy and Planning
Chapter 9: Digital Marketing Audit
Chapter 10: Digital Marketing Strategy and Objectives
Chapter 11: Building the Digital Marketing Plan
Part 4: Digital Marketing Management
Chapter 12: Managing Resources and Reporting
Chapter 13: Digital Marketing Metrics and Analytics
Chapter 14: Digital Marketing Disruption and Transformation
References
Index
| Erscheinungsdatum | 10.04.2025 |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 189 x 246 mm |
| Gewicht | 1200 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 1-5296-8044-1 / 1529680441 |
| ISBN-13 | 978-1-5296-8044-7 / 9781529680447 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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