How do you create and measure digital marketing campaigns? How can you analyze competitor and consumer behaviour? How can digital marketing be conducted in a responsible and accountable way? Explore these areas and more with this definitive resource for students to understand and apply all the key components of digital marketing.
Digital Marketing in Practice balances step-by-step practical coverage with academic theoretical context to offer a streamlined resource which doesn't assume prior subject area knowledge. It explores key definitions and best-practice for tools, channels and platforms including search engine optimisation (SEO), online advertising, social media marketing, email marketing, ecommerce and affiliate marketing. It shows how to create plans and set objectives, design digital marketing campaigns and evaluate their success for improvement.
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Hanne Knight is Lecturer in Marketing at the University of Plymouth, UK, where she also leads its Digital and Social Media Marketing MSc. She draws on practitioner experience gained working in industry and is a Fellow of the Higher Education Academy, a member of the Institute of Direct and Digital Marketing (IDM) and the Digital Marketing Institute (DMI). A regular academic journal article reviewer, she has presented papers at international conferences.
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.
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Zustand: New. Über den AutorHanne Knight, Lizette VorsterInhaltsverzeichnisSection - ONE: Basic concepts and elements of digital marketing Chapter - 01: Introduction to digital marketing Chapter - 02: Planning a digi. Bestandsnummer des Verkäufers 590056502
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