You are here

Digital Marketing
Share

Digital Marketing
Strategic Planning & Integration

Additional resources:

Other Titles in:
Electronic Marketing | Marketing

January 2019 | 416 pages | SAGE Publications Ltd

An unbiased approach to the latest digital marketing models, offering students and practitioners a range of tools to implement in their digital marketing planning and strategy.

Covering all aspects of digital marketing planning, and the latest digital marketing models, the book aims to provide a roadmap for a digital marketing journey. As such, its structure maps against the development of a digital marketing plan and concludes with a ready-made digital marketing plan template to download and adapt. In addition to this, the content is supported by case examples from real-world organizations, and a number of features throughout the chapters:

 

  • Smartphone sixty seconds features in every chapter, to evaluate influencers in relation to the topic covered.
  • Digital tool boxes introduce professional tools (for example how Google shares its aggregate data to inform marketers about shopping insights, trends and benchmarks
  • Ethical insights provide a reflective and challenging look at social issues and the negative sides to marketing.

The book is complemented by online resources for both instructors and students, these include PowerPoint slides, an instructor’s guide, exercises and activities relating to each chapter, digital marketing planning documents, digital marketing model templates, quizzes, annotated recommended video links, links to free online tools and SAGE journal article recommendations.

Suitable for digital and e-marketing courses on marketing and advertising degrees as well as professional courses for anyone interested in gaining a holistic understanding of digital marketing.

 
Part 1: Digital Marketing Essentials
 
1. The Digital Marketing Landscape
 
2. The Digital Consumer
 
Part 2: Digital Marketing Tools
 
3. The Digital Marketing Toolbox
 
4. Content Marketing
 
5. Online Communities
 
6. Mobile Marketing
 
7. Augmented, Virtual and Mixed Reality
 
Part 3: Digital Marketing Strategy and Planning
 
8. Audit Frameworks
 
9. Strategy and Objectives
 
10. Building the Digital Marketing Plan
 
11. Social Media Management
 
12. Managing Resources
 
13. Digital Marketing Metrics, Analytics and Reporting
 
14. Integrating, Improving and Transforming Digital Marketing

Supplements

Click for online resources

Free access to online resources for Instructors and Students:

  • PowerPoint slides
  • Instructor’s guide
  • Exercises and activities relating to each chapter
  • Digital marketing planning documents
  • Digital marketing model templates
  • Quizzes
  • Annotated recommended video links
  • Links to free online tools
  • SAGE journal article recommendations

Fantastic textbook which provides a clear foundation for students in Digital Marketing. Great use of easy to digest segments, colour and case questions. I will definitely be recommending this to my students.

Miss Katie Louise Leggett
Ashcroft Intl Bus Schl (Cambridge), Anglia Ruskin University
February 23, 2019

Very up-to-date digital marketing book, which either works as basis for the provided comprehensive overall teaching concept or as a reference book on the latest topics and trends.

Dr Christian Reinhardt
Business andf Management Studies, Management Center Innsbruck
January 30, 2019

Preview this book

Annmarie Hanlon

Annmarie Hanlon is a Senior Lecturer in Digital Marketing at the University of Derby and a practitioner who works on digital marketing strategy and social media projects with charities, household names and service businesses.    Originally a graduate in French and Linguistics, Annmarie subsequently gained a Masters in Business Administration, focusing on marketing planning. She studied for the Chartered Institute of Marketing Diploma for which she won the Worshipful Company of Marketors’ award for the best worldwide results.   As an early adopter, working in ‘online marketing’ since 1990, she is a Senior Examiner in... More About Author

Purchasing options

Please select a format:

ISBN: 9781526426673
£37.99 
ISBN: 9781526426666
£120.00