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Digital Marketing

Digital Marketing
Strategic Planning & Integration

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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


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

Very practical, hands on digital marketing textbook.

Professor Sam Lee
College of Business Administra, California St Univ-Long Beach
October 8, 2020

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
April 12, 2019

This is a great easy to read book just chocked full of great info!

Dr Linda Martinez
Health Care Administration, California St Univ-Long Beach
September 9, 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
May 3, 2019

Excellent text. Gets to grip with the importance of digital marketing today. Very nice instructor resources too.

Dr Karen Howells
Marketing, Near East University
March 10, 2020

This text is beautifully put together, bright colours drawing student attention to specific insights and activities. Good examples, structured text, up-to-date, includes the 'whys' as well as the 'whats'.

Dr Bex Lewis
MMU Business School, Manchester Metropolitan University
September 10, 2019

Annmarie Hanlon

Annmarie Hanlon teaches Digital and Social Media Marketing at the Cranfield School of Management and is a practitioner working on digital marketing strategy and social media projects with regional, national and international organisations.Originally a graduate in French and Linguistics, she 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, Dr Hanlon is a Fellow of the Chartered Institute... More About Author