Digital and Social Media Marketing

A Results-Driven Approach
3. Auflage 2024
ISBN: 978-1-032-44439-0
Verlag: Routledge

Buch, Englisch, 386 Seiten, Format (B × H): 161 mm x 240 mm, Gewicht: 746 g

Now in its third edition, Digital and Social Media Marketing provides a practice-led approach to digital marketing. This highly regarded textbook combines academic theory with practical examples from a range of different organisations worldwide to highlight techniques for the development and maintenance of a successful digital presence. The book’s customisable models offer organisations a way to decipher their current situation and plan a clear road map for developing a marketing strategy appropriate for the digital era.

This rich and accessible textbook has been fully updated to reflect the current global landscape. The content of this third edition has been expanded to:

- consider the concept of GDPR as a sound framework for responsible marketing

- offer a greater focus on sustainable marketing throughout, linked to the UN Sustainable Development Goals

- place emphasis on the importance of crisis and reputation management

- explore the latest material in big data, data management and data privacy

- cover the latest in martech trends, particularly related to automation, machine learning and artificial intelligence

- provide new case studies from China, India, Nigeria and across Asia, alongside student activities and questions designed to improve learning outcomes

This textbook provides a hands-on, user-friendly platform to turn skills and knowledge into a strategic advantage. It is ideal for advanced undergraduate, postgraduate and executive students of digital marketing and marketing strategy, as well as for practitioners aiming to be at the cutting edge of digital and social media marketing. Online resources include PowerPoint slides and a test bank.

Zielgruppe

Postgraduate and Undergraduate

Autoren/Hrsg.

Heinze, Aleksej

Fletcher, Gordon

Cruz, Ana

Fenton, Alex

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Mathematik | Informatik EDV | Informatik Digital Lifestyle Internet, E-Mail, Social Media
• Mathematik | Informatik EDV | Informatik Professionelle Anwendung
• Mathematik | Informatik EDV | Informatik EDV & Informatik Allgemein Soziale und ethische Aspekte der EDV
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung

Inhaltsverzeichnis

0. A visual introduction to marketing in a digital era  1. Navigating global challenges  2. Unleashing growth with stakeholder-centric perspectives  3. Horizon scanning for insights  4. Developing a stakeholder value persona  5. The marketing landscape: strategy and business models  6. SMART evidence-based decision-making  7. The combined power of qualitative and quantitative insights 8. Crafting projects and planning campaigns 9. Engaging stakeholders with captivating content 10. Building an irresistible digital presence 11. The art of influencer marketing 12. SEO Tactics for a digital presence 13. Using search engine optimisation to build trust 14. Orchestrating social media optimisation 15. Demystifying paid advertising 16. Curating on-the-go experience 17. Marketing to organisations in the digital era 18. The future of marketing

Über Autor(innen)

Aleksej Heinze is an associate professor at KEDGE Business School, France.

Gordon Fletcher is associate dean for Research and Innovation at Salford Business School, University of Salford, UK.

Ana Cruz is associate professor in marketing at the University of York Europe campus.

Alex Fenton is associate dean for international and associate professor at the University of Chester, UK.