000 | 02461nam a22003257a 4500 | ||
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005 | 20220822032123.0 | ||
008 | 220822b ||||| |||| 00| 0 eng d | ||
020 | _a9780367236021 | ||
040 |
_aCvSU-CCAT Campus Library. _cCvSU-CCAT Campus Library. _erda. |
||
041 | _aEnglish. | ||
050 |
_aHF 5415.1265 _bD54 2020 |
||
245 |
_aDigital and social media marketing : _ba results-driven approach / _cedited by Aleksej Heinze [and three others]. |
||
250 | _aSecond edition. | ||
260 |
_aLondon ; New York : _bRoutledge, Taylor & Francis Group, _cc2020. |
||
300 |
_axxvii, 336 pages : _billustrations ; _c24 cm |
||
504 | _aIncludes bibliographical references and index. | ||
505 | _aIntroduction -- 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 | ||
520 | _aThis 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 | ||
541 | _e13016 | ||
546 | _aIn English text. | ||
650 |
_aInternet marketing. _91364 |
||
650 |
_aInternet advertising. _93216 |
||
650 |
_aElectronic commerce. _91365 |
||
650 |
_aSocial media. _93217 |
||
700 |
_aHeinze, Aleksej, editor. _96770 |
||
700 |
_aFletcher, Gordon, editor. _96771 |
||
700 |
_aRashid, Rahir, editor. _96772 |
||
700 |
_aCruz, Ana. _96773 |
||
942 |
_2lcc _cBK _eSecond edition. _hHF 5415.1265 D54 2020 _kCIR |
||
999 |
_c1983 _d1983 |