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Digital Marketing - Strategic Planning & Integration (Paperback)
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Digital Marketing - Strategic Planning & Integration (Paperback)
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An unbiased approach to the latest digital marketing models,
offering students and practitioners a range of tools to implement
in their digital marketing planning and strategy. Covering all
aspects of digital marketing planning, and the latest digital
marketing models, the book aims to provide a roadmap for a digital
marketing journey. As such, its structure maps against the
development of a digital marketing plan. In addition to this, the
content is supported by case examples from real-world
organizations, and a number of features throughout the chapters:
Smartphone sixty seconds features in every chapter, to evaluate
influencers in relation to the topic covered. Digital tool boxes
introduce professional tools (for example how Google shares its
aggregate data to inform marketers about shopping insights, trends
and benchmarks Ethical insights provide a reflective and
challenging look at social issues and the negative sides to
marketing. The book is complemented by online resources for both
instructors and students, these include PowerPoint slides, an
instructor's guide, exercises and activities relating to each
chapter, digital marketing planning documents, digital marketing
model templates, quizzes, annotated recommended video links, links
to free online tools and SAGE journal article recommendations.
Suitable for digital and e-marketing courses on marketing and
advertising degrees as well as professional courses for anyone
interested in gaining a holistic understanding of digital
marketing.
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