TY  - BOOK
AU  - Heinze, Aleksej, editor.
AU  - Fletcher, Gordon, editor.
AU  - Rashid, Rahir, editor.
AU  - Cruz, Ana.
TI  - Digital and social media marketing: a results-driven approach 
SN  - 9780367236021
AV  - HF 5415.1265 D54 2020
PY  - 2020///
CY  - London ; New York
PB  - Routledge, Taylor & Francis Group
KW  - Internet marketing
KW  - Internet advertising
KW  - Electronic commerce
KW  - Social media
N1  - Includes bibliographical references and index; Introduction -- A visual introduction to digital and social media marketing -- Understanding digital and social media marketing concepts -- Identifying business needs -- Building your digital marketing strategy -- Understanding your buyer persona -- Digital and social media marketing strategy -- Operational planning -- Campaign planning and project management -- Developing an effective digital presence -- Search engine optimization : strategy implementation -- Social media -- Content marketing -- Paid advertising -- search, social and affiliate -- Mobile marketing -- Measuring brand awareness, campaign evaluation and web analytics -- Future users, content and marketing
N2  - This is an exciting new industry-led, research-informed and results-driven guide to digital commerce. Its examples draw from SMEs and from Europe to offer a unique perspective for those learning about digital marketing and, having been developed in close collaboration with the Search Engine Marketing Trade Association (SEMTA), it is a reliable source of prevailing industry standards for practitioners at the cutting edge of their trade. Unlike other digital marketing texts, this accessible textbook gives special consideration to the ethical challenges raised by an increasingly digital world
ER  -