Digital marketing management: a handbook for the current (or future) CEO
Part I. Foundations. Chapter 1. How did we get here? Definitions and background ; Chapter 2. Creating the strategic digital marketing objective ; Chapter 3. Web and mobile design -- Part II. Delivery. Chapter 4. Search engine marketing ; Chapter 5. E-mail marketing ; Chapter 6. Content marketing, so...
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
2020
|
| Ausgabe: | Second edition |
| Schriftenreihe: | Digital and social media marketing and advertising collection
|
| Schlagworte: | |
| Online-Zugang: | FHN01 UBY01 Volltext |
| Zusammenfassung: | Part I. Foundations. Chapter 1. How did we get here? Definitions and background ; Chapter 2. Creating the strategic digital marketing objective ; Chapter 3. Web and mobile design -- Part II. Delivery. Chapter 4. Search engine marketing ; Chapter 5. E-mail marketing ; Chapter 6. Content marketing, social media and the role of mobile -- Part III. Context. Chapter 7. Customer relationship management (CRM) and the role of leadership in digital marketing ; Chapter 8. Legal issues: data privacy, security, and intellectual property ; Chapter 9. The customer database, analytics, and the data-driven organization ; Chapter 10. Managing the digital marketing enterprise in a world of marketing automation ; Chapter 11. Concluding thoughts 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 web and mobile sites so that they can be found in search. Then use the 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 as well as the emerging roles of analytics, artificial intelligence and marketing automation. Without quality data, no digital marketing program can be successful. This data can then be used in data analytics applications for predictive modeling. After reading this book, the reader will 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: | 1 Online-Ressource (xv, 169 pages) |
| ISBN: | 9781951527938 9781951527921 |
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| author | Zahay, Debra L. |
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| dewey-ones | 658 - General management |
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| dewey-search | 658.802 |
| dewey-sort | 3658.802 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
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| spelling | Zahay, Debra L. Verfasser aut Digital marketing management a handbook for the current (or future) CEO Debra Zahay, PhD. Second edition New York, New York (222 East 46th Street, New York, NY 10017) Business Expert Press 2020 1 Online-Ressource (xv, 169 pages) txt rdacontent c rdamedia cr rdacarrier Digital and social media marketing and advertising collection Includes bibliographical references and index Part I. Foundations. Chapter 1. How did we get here? Definitions and background ; Chapter 2. Creating the strategic digital marketing objective ; Chapter 3. Web and mobile design -- Part II. Delivery. Chapter 4. Search engine marketing ; Chapter 5. E-mail marketing ; Chapter 6. Content marketing, social media and the role of mobile -- Part III. Context. Chapter 7. Customer relationship management (CRM) and the role of leadership in digital marketing ; Chapter 8. Legal issues: data privacy, security, and intellectual property ; Chapter 9. The customer database, analytics, and the data-driven organization ; Chapter 10. Managing the digital marketing enterprise in a world of marketing automation ; Chapter 11. Concluding thoughts 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 web and mobile sites so that they can be found in search. Then use the 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 as well as the emerging roles of analytics, artificial intelligence and marketing automation. Without quality data, no digital marketing program can be successful. This data can then be used in data analytics applications for predictive modeling. After reading this book, the reader will 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 Internet marketing Marketingstrategie (DE-588)4120697-6 gnd rswk-swf Führungskraft (DE-588)4071497-4 gnd rswk-swf Electronic books Führungskraft (DE-588)4071497-4 s Marketingstrategie (DE-588)4120697-6 s DE-604 Erscheint auch als Druck-Ausgabe 9781951527921 https://portal.igpublish.com/iglibrary/search/BEPB0001009.html Verlag URL des Erstveröffentlichers Volltext |
| spellingShingle | Zahay, Debra L. Digital marketing management a handbook for the current (or future) CEO Internet marketing Marketingstrategie (DE-588)4120697-6 gnd Führungskraft (DE-588)4071497-4 gnd |
| subject_GND | (DE-588)4120697-6 (DE-588)4071497-4 |
| 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_exact_search_txtP | 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, PhD. |
| title_fullStr | Digital marketing management a handbook for the current (or future) CEO Debra Zahay, PhD. |
| title_full_unstemmed | Digital marketing management a handbook for the current (or future) CEO Debra Zahay, PhD. |
| 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 Marketingstrategie (DE-588)4120697-6 gnd Führungskraft (DE-588)4071497-4 gnd |
| topic_facet | Internet marketing Marketingstrategie Führungskraft |
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