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Digital Marketing
Strategic Planning & Integration
Adapted Edition
- Annmarie Hanlon - Cranfield University
Additional resources:
August 2020 | 396 pages | SAGE South Asia
Covering all aspects of digital marketing planning, the book aims to provide a roadmap for a digital marketing journey.
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, the book aims to provide a roadmap for a digital marketing journey. This book has been structured to map the development of a digital marketing plan and concludes with a ready-made plan template to download and adapt. In addition, the content is supported by case examples from real-world organizations, and a number of pedagogical features throughout the chapters.
The book is suitable for digital and e-marketing courses as well as professional courses for anyone interested in gaining a holistic understanding of digital marketing.
Key Features:
• Smartphone sixty seconds features in every chapter to evaluate influencers in relation to the topic covered
• Digital tool boxes introduce professional tools
• Ethical insights provide a reflective and challenging look at social issues and the negative sides of marketing.
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, the book aims to provide a roadmap for a digital marketing journey. This book has been structured to map the development of a digital marketing plan and concludes with a ready-made plan template to download and adapt. In addition, the content is supported by case examples from real-world organizations, and a number of pedagogical features throughout the chapters.
The book is suitable for digital and e-marketing courses as well as professional courses for anyone interested in gaining a holistic understanding of digital marketing.
Key Features:
• Smartphone sixty seconds features in every chapter to evaluate influencers in relation to the topic covered
• Digital tool boxes introduce professional tools
• Ethical insights provide a reflective and challenging look at social issues and the negative sides of marketing.
Acknowledgements
Preface
Online Resources
PART I Digital Marketing Essentials
The Digital Marketing Landscape
The Digital Consumer
PART II Digital Marketing Tools
The Digital Marketing Toolbox
Content Marketing
Online Communities
Mobile Marketing
Augmented, Virtual and Mixed Reality
PART III Digital Marketing Strategy and Planning
Audit Frameworks
Strategy and Objectives
Building the Digital Marketing Plan
Social Media Management
Managing Resources
Digital Marketing Metrics, Analytics and Reporting
Integrating, Improving and Transforming Digital Marketing
References
Index
