000 02461nam a22003257a 4500
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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