Digital marketing management: a handbook for the current (or future) CEO
Foundations -- 1. How did we get here? Definitions and background -- 2. Strategic thought as it relates to digital marketing -- 3. Website design -- Delivery -- 4. Search engine marketing -- 5. E-mail marketing -- 6. Social media and mobile marketing -- Context -- 7. Customer relationship management...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
New York, New York (222 East 46th Street, New York, NY 10017)
Business Expert Press
2015
|
| Ausgabe: | First edition |
| Schriftenreihe: | Digital and social media marketing and advertising collection
|
| Schlagworte: | |
| Online-Zugang: | FHN01 FWS01 FWS02 UBY01 Volltext |
| Zusammenfassung: | Foundations -- 1. How did we get here? Definitions and background -- 2. Strategic thought as it relates to digital marketing -- 3. Website design -- Delivery -- 4. Search engine marketing -- 5. E-mail marketing -- 6. Social media and mobile marketing -- Context -- 7. Customer relationship management (CRM) and the role of leadership in digital marketing -- 8. Legal issues: data privacy, security, and intellectual property -- 9. The customer database and analytics -- 10. Concluding thoughts -- Appendix. Digital marketing plan outline -- Index This book is for managers and would-be managers who need to upgrade their knowledge of digital marketing. Told from the perspective of marketing strategy, it puts digital marketing in the context of firm strategy selection. The first step in digital marketing is to understand your company and your brand. The next step is to put content and keywords on your website so that they can be found in search. The next step is to use the other delivery platforms of digital content, e-mail, social, and mobile, to deploy that content to the customer. The final topics in the book focus on the importance of data management and privacy. I discuss how to develop a database and to create an organization that puts data quality at its center. These practices are as critical to digital marketing success as the delivery platforms. Without quality data, no digital marketing program can be successful. After creating a database with high-quality data, I then briefly discuss the use of analytics in digital marketing. After reading this book, the reader should have a good idea of where to start on the path to an integrated digital marketing management strategy. Each chapter concludes with a list of action steps or "what to do next" to get started on implementing a digital marketing strategy as well as review questions and key terminology |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | Online-Ressource (xvii, 146 pages) |
| ISBN: | 9781606499252 9781606499245 |
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| 520 | |a This book is for managers and would-be managers who need to upgrade their knowledge of digital marketing. Told from the perspective of marketing strategy, it puts digital marketing in the context of firm strategy selection. The first step in digital marketing is to understand your company and your brand. The next step is to put content and keywords on your website so that they can be found in search. The next step is to use the other delivery platforms of digital content, e-mail, social, and mobile, to deploy that content to the customer. The final topics in the book focus on the importance of data management and privacy. I discuss how to develop a database and to create an organization that puts data quality at its center. These practices are as critical to digital marketing success as the delivery platforms. Without quality data, no digital marketing program can be successful. After creating a database with high-quality data, I then briefly discuss the use of analytics in digital marketing. After reading this book, the reader should have a good idea of where to start on the path to an integrated digital marketing management strategy. Each chapter concludes with a list of action steps or "what to do next" to get started on implementing a digital marketing strategy as well as review questions and key terminology | ||
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Datensatz im Suchindex
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| author | Zahay, Debra L. |
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| dewey-full | 658.872 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
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| dewey-search | 658.872 |
| dewey-sort | 3658.872 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | First edition |
| format | Electronic eBook |
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| id | DE-604.BV045876066 |
| illustrated | Not Illustrated |
| indexdate | 2024-08-01T14:29:09Z |
| institution | BVB |
| isbn | 9781606499252 9781606499245 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-031259284 |
| oclc_num | 902646029 |
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| owner_facet | DE-863 DE-BY-FWS DE-862 DE-BY-FWS DE-92 DE-706 |
| physical | Online-Ressource (xvii, 146 pages) |
| psigel | ZDB-191-BEX |
| publishDate | 2015 |
| publishDateSearch | 2015 |
| publishDateSort | 2015 |
| publisher | Business Expert Press |
| record_format | marc |
| series2 | Digital and social media marketing and advertising collection |
| spellingShingle | Zahay, Debra L. Digital marketing management a handbook for the current (or future) CEO Internet marketing |
| title | Digital marketing management a handbook for the current (or future) CEO |
| title_auth | Digital marketing management a handbook for the current (or future) CEO |
| title_exact_search | Digital marketing management a handbook for the current (or future) CEO |
| title_full | Digital marketing management a handbook for the current (or future) CEO Debra Zahay |
| title_fullStr | Digital marketing management a handbook for the current (or future) CEO Debra Zahay |
| title_full_unstemmed | Digital marketing management a handbook for the current (or future) CEO Debra Zahay |
| title_short | Digital marketing management |
| title_sort | digital marketing management a handbook for the current or future ceo |
| title_sub | a handbook for the current (or future) CEO |
| topic | Internet marketing |
| topic_facet | Internet marketing |
| url | http://portal.igpublish.com/iglibrary/search/BEPB0000356.html |
| work_keys_str_mv | AT zahaydebral digitalmarketingmanagementahandbookforthecurrentorfutureceo |