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" Digital marketing : "
Alan Charlesworth.
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BL
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| Record Number
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841137
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| Uniform Title
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Internet marketing
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| Main Entry
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Charlesworth, Alan,1956-
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| Title & Author
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Digital marketing : : a practical approach /\ Alan Charlesworth.
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| Edition Statement
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Third edition.
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| Publication Statement
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Abingdon, Oxon ;New York, NY :: Routledge,, 2018.
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| Page. NO
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xxv, 326 pages :: illustrations, map ;; 25 cm
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| ISBN
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1138039527
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: 113803956X
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: 9781138039520
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: 9781138039568
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9781315175737 (ebook)
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9781351707633 (Mobipocket ebook)
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9781351707640 (ePub ebook)
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9781351707657 (PDF ebook)
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| Bibliographies/Indexes
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Includes bibliographical references and index.
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| Contents
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Marketing in the digital world. The digital environment : doing business in a connected world. Digital transformation -- Programmatic marketing -- Artificial intelligence -- Virtual and augmented reality -- Digital customers. Online buying behavior -- Privacy -- Marketing goes digital. Digital isn't the only option -- Non-marketing digital marketers -- Viral marketing -- Paid, earned, owned -- Content marketing -- Influencers -- Affiliate marketing -- Attribution -- Public relations and reputation management -- Integrated marketing communications -- Gaming -- Legal considerations -- Strategic digital marketing -- Digital marketing objectives -- Operational digital marketing. Search engine optimization. How search engines work -- Keyword selection -- On-site optimization -- Off-site optimization -- Strategic search engine optimization -- Third-party search engine ranking -- Website development. Web presence ownership, management and development -- Usability -- The basics -- Content development -- The B2B website -- The global web presence -- E-commerce. Multi-channel retailing -- Fulfilment -- Comparison shopping engines, e-marketplaces and third-party shopping websites -- The e-commerce website -- Advertising online. Programmatic advertising -- Objectives and management -- Online ad formats -- Search advertising -- Network advertising -- Landing pages -- Email marketing. Email as a medium for direct marketing -- Email as a medium for marketing messages -- Email newsletters -- Marketing on social media. Blogging -- Consumer reviews and ratings -- Social networking -- Social sharing -- Social media service and support -- Strategic marketing on social media -- Measure and monitor -- Metrics and analytics. How analytics are presented and used.
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| Abstract
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As in the previous editions of this book, whilst strategic issues are included where appropriate, by concentrating on the operational and functional aspects of this dynamic subject, 'Digital Marketing' provides a step-by-step guide to implementing the key aspects of online marketing. Similarly, although primarily aimed at an academic market, the practical - rather than purely theoretical - nature of the book means that it will be equally useful in both training and self-learning scenarios.
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| Subject
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Internet marketing.
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Business and Management.
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Business and Management.
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Internet marketing.
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Marketing digital.
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| Subject
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Multicanal (gestion).
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| Dewey Classification
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658.8/72
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| LC Classification
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HF5415.1265.C488 2018
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