You are here

Digital Marketing
Share

Digital Marketing
Strategic Planning & Integration

Adapted Edition
Additional resources:

Other Titles in:
Electronic Marketing | Marketing

August 2020 | 396 pages | SAGE Publications Ltd
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.
 
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

Supplements

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

For instructors

Purchasing options

Please select a format:

ISBN: 9789353885403
₹550.00