Hanne Knight: Digital Marketing in Practice

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Cover: 9781398608870 | Digital Marketing in Practice | Hanne Knight (u. a.) | Taschenbuch

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Sprache: Englisch

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Beschreibung

Learn how to develop, implement and evaluate effective digital marketing with this practical yet theoretically grounded textbook which also explores the latest legal and ethical considerations.

Über den Autor

Hanne Knight is Lecturer in Marketing at the University of Plymouth, UK, where she also leads its Digital and Social Media Marketing MSc. She consults practitioners on sustainability communication and is senior examiner at the Chartered Institute of Marketing.

Lizette Vorster is Assistant Professor in Strategic Business Communications at Aarhus University, Denmark. Prior to this, she was Lecturer in Digital Marketing at Northumbria University, UK. She has held a number of senior positions in professional practice, including Head of Marketing and Creative Director.

Inhaltsverzeichnis

Section - ONE: Basic concepts and elements of digital marketing; Chapter - 01: Introduction to digital marketing; Chapter - 02: Planning a digital marketing strategy; Chapter - 03: Digital marketing campaigns; Chapter - 04: Accountability in the digital age; Section - TWO: Researching the digital environment; Chapter - 05: The macro environment; Chapter - 06: The micro environment; Chapter - 07: Market segmentation, targeting and positioning; Chapter - 08: Big Data; Section - THREE: Online customer behaviour; Chapter - 09: Primary and secondary data sources; Chapter - 10: The digital consumer; Chapter - 11: Customer journey and experiences; Chapter - 12: Socially responsible consumer behaviour; Chapter - 13: Global Consumer Behaviour; Section - FOUR: Implementing digital marketing; Chapter - 14: Objective setting; Chapter - 15: Marketing mix for the digital world; Chapter - 16: Digital tools, techniques and technology; Chapter - 17: Social media marketing channels and concepts; Chapter - 18: Digital marketing channels and platforms Section - FIVE: Measurement and evaluation; Chapter - 19: Evaluation of digital marketing success - Dashboards and challenges of data-driven marketing; Chapter - 20: Data analytics and metrics; Chapter - 21: Digital marketing audit; Chapter - 22: Managing, testing and improving campaigns; Section - SIX: Legal and ethical considerations; Chapter - 23: Ethical considerations; Chapter - 24: Sustainability in the digital world; Chapter - 25: Legal considerations

Erscheinungsjahr:	2023
Fachbereich:	Management
Genre:	Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Seiten:	474
Inhalt:	Kartoniert / Broschiert
ISBN-13:	9781398608870
ISBN-10:	1398608874
Sprache:	Englisch
Herstellernummer:	14293
Einband:	Kartoniert / Broschiert
Autor:	Knight, Hanne Vorster, Lizette
Hersteller:	Kogan Page
Maße:	239 x 171 x 31 mm
Von/Mit:	Hanne Knight (u. a.)
Erscheinungsdatum:	03.03.2023
Gewicht:	0,86 kg

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