Essentials of Digital Marketing

ebook

By Kathryn Waite

cover image of Essentials of Digital Marketing

Sign up to save your library

With an OverDrive account, you can save your favorite libraries for at-a-glance information about availability. Find out more about OverDrive accounts.

   Not today

Format

ebook

Author

Kathryn Waite

Publisher

Goodfellow Publishers Ltd

Release

18 December 2017

Share

Subjects

Business Nonfiction

Find this title in Libby, the library reading app by OverDrive.

Download Libby on the App Store Download Libby on Google Play

Search for a digital library with this title

Title found at these libraries:

Library Name Distance
Loading...

  • An engaging introduction to the essentials of digital marketing;
  • Examines of the challenges and issues of integrating digital content, measuring performance outcomes and understanding digital analytics;
  • Contains international case studies to illustrate how digital marketing is being used in various industry settings. Do you know where to start with digital marketing? This user-friendly text book provides an engaging introduction to digital marketing to help you understand of the impact of digital channels on marketing operations. It introduces the essential terms, and practices of digital marketing and applies theory to explain the rationale for choosing to use a specific approach in a given context. It provides an overview of digital marketing challenges and opportunities by defining the field, explaining the structure of digital marketing management and introducing the digital marketing mix. It explains how to use digital marketing to enhance the customer experience and how to integrate digital marketing into existing channels. It also examines new digital business models including crowd sourcing and crowd funding. Finally it examines the key performance indicators of technology acceptance, customer satisfaction and customer engagement and the choice of analytics that can be used for measuring these outcomes.

    • Format

    ebook

    Author

    Kathryn Waite

    Publisher

    Goodfellow Publishers Ltd

    Release

    18 December 2017

    Share

    Subjects

    Business Nonfiction
    Essentials of Digital Marketing