Digital and Social Media Marketing - A Results-Driven Approach

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    Digital and Social Media Marketing - A Results-Driven Approach

    30. apr 2020
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    ISBN/EAN:P_9780367236021
    Redna cena: 66,91 €

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    Opis

    The second edition of Digital and Social Media Marketing is an up-to-date, industry-led results-driven guide to digital marketing. Mixing academic theory with practical examples from a range of different organisations worldwide, it provides insight into, and techniques to enable, the creation, development and maintenance of a successful digital presence.


    This highly regarded textbook has been fully revised to bring the content up-to-date with the newest digital technologies. With topics including developing an effective digital presence, search engine optimization, and measuring brand awareness, the new edition also looks at digital ethics, General Data Protection Regulation and privacy, artificial intelligence and machine learning, and voice strategies. New international case studies are explored, including Alibaba and Amazon, as well as revised practical exercises in each chapter, enabling students to see how the concepts underpinning digital and social media marketing support business success. The book’s customisable Digital Business Maturity Model, and the Buyer Persona Spring, offer organisations a clear road map for understanding their own levels of technology adoption and digital strategy development.

    336 pages, 120 Line drawings, black and white; 3 Halftones, black and white; 41 Tables, black and wh

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