Digital marketing: a practical approach
"Digital Marketing: A Practical Approach provides a step-by-step and comprehensive guide to implementing the key aspects of digital marketing. Building on the previous editions, this fully updated 4th edition takes an approach that prepares students for an active role in digital marketing. As w...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London ; New York
Routledge
2023
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| Ausgabe: | Fourth edition |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Zusammenfassung: | "Digital Marketing: A Practical Approach provides a step-by-step and comprehensive guide to implementing the key aspects of digital marketing. Building on the previous editions, this fully updated 4th edition takes an approach that prepares students for an active role in digital marketing. As well as topic-based exercises, the text also includes practical case-study exercises - based on theory and recognized good practice - which will ensure that readers will be able to analyse situations within the work place, identify the most appropriate course of action and implement the strategies and tactics that will help the organization meet its online objectives. Key updates to the new edition include: o The role of the digital influencer. o Direct to Consumer (DTC) and omni-channel retailing. o Individuals' privacy and the role of organizations in gathering and storage of their personal data. o Ethical aspects of digital marketing and its impact on the environment. o SEO and Google's development of the 'zero click'. o Online ad fraud. o Updated online resources available via the author's own site. This essential text equips advanced undergraduate, postgraduate and executive education students with the tools to undertake any digital marketing role within a variety of organizations. Comprehensive support material available online for both students and instructors includes links to articles and opinion pieces, PowerPoint lecturer slides and questions based on the chapter material"-- |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | xiii, 355 Seiten Illustrationen, Diagramme, Karte |
| ISBN: | 9780367706593 9780367706586 |
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| 520 | 3 | |a "Digital Marketing: A Practical Approach provides a step-by-step and comprehensive guide to implementing the key aspects of digital marketing. Building on the previous editions, this fully updated 4th edition takes an approach that prepares students for an active role in digital marketing. As well as topic-based exercises, the text also includes practical case-study exercises - based on theory and recognized good practice - which will ensure that readers will be able to analyse situations within the work place, identify the most appropriate course of action and implement the strategies and tactics that will help the organization meet its online objectives. Key updates to the new edition include: o The role of the digital influencer. o Direct to Consumer (DTC) and omni-channel retailing. o Individuals' privacy and the role of organizations in gathering and storage of their personal data. o Ethical aspects of digital marketing and its impact on the environment. o SEO and Google's development of the 'zero click'. o Online ad fraud. o Updated online resources available via the author's own site. This essential text equips advanced undergraduate, postgraduate and executive education students with the tools to undertake any digital marketing role within a variety of organizations. Comprehensive support material available online for both students and instructors includes links to articles and opinion pieces, PowerPoint lecturer slides and questions based on the chapter material"-- | |
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Contents List of figures x List of tables xi Acknowledgements xiv Chapter 1 Introduction 1 Chapter 2 Digital customers 7 2.1 2.2 2.3 2.4 Introduction Online buying behaviour The only way is ethics Digital marketing and the environment Chapter 3 3.1 3.2 3.3 3.4 3.5 3.6 Introduction Digital isn't the only option Non-marketers in digital marketing In-house or out-source? Fads, trends, next big things and the occasional sustainable model Digital marketing objectives Chapter 4 4.1 4.2 4.3 4.4 4.5 4.6 4.7 Marketing goes digital Search engine optimization Introduction How search engines work Keyword selection On-site optimization Off-site optimization Third-party SERP ranking Enterprise SEO 7 10 16 23 30 30 32 34 39 39 52 61 61 66 72 76 82 87 88
vii! CONTENTS Chapter 5 5.1 5.2 5.3 5.4 5.5 5.6 Website development Introduction Website management and development Usability The basics Content development The global web presence Chapter 6 E-commerce and the retail website 6.1 6.2 6.3 Introduction Multi- and omni-channel retailing Comparison shopping engines and e-marketplaces, third-party shopping sites and social shopping 6.4 Direct to consumer (DTC) 6.5 The e-commerce website 6.6 Fulfilment and returns Chapter? B2B and the B2B website 7.1 Introduction 7.2 B2B buyer behaviour 7.3 B2B website development 7.4 The B2B e-commerce website 7.5 B2B e-marketplaces Chapter 8 8.1 8.2 8.3 8.4 8.5 8.6 8.7 8.8 Introduction Objectives and management Online ad formats and delivery systems Networked display advertising Search advertising Landing pages Limitations of online advertising Ad fraud Chapter 9 9.1 9.2 9.3 9.4 Advertising online Email marketing Introduction Email as a medium for direct marketing Triggered emails, automated response, enquiry response and admin emails as a medium for marketing messages Email newsletters 93 93 97 102 112 123 137 142 142 147 150 157 159 169 179 179 180 185 191 192 195 195 199 202 207 213 221 224 232 238 238 240 246 251
CONTENTS Chapter 10 Marketing on social media Prologue Preface: What’s in a name? 10.1 Introduction 10.2 Blogging 10.3 Consumer reviews and ratings 10.4 Social networking, social sharing and communities 10.5 Customer service and support on social media 10.6 Influencers 10.7 Strategic considerations for marketing on social media 10.8 Limitations of marketing on social media 10.9 Social media use and user behaviour Epilogue Chapter 11 Metrics and analytics ix 255 255 256 256 263 266 271 277 280 291 299 310 316 321 Prologue 11.1 Introduction 11.2 How analytics are presented and used 11.3 Limitations of online data 321 322 338 347 Index 353 |
| adam_txt |
Contents List of figures x List of tables xi Acknowledgements xiv Chapter 1 Introduction 1 Chapter 2 Digital customers 7 2.1 2.2 2.3 2.4 Introduction Online buying behaviour The only way is ethics Digital marketing and the environment Chapter 3 3.1 3.2 3.3 3.4 3.5 3.6 Introduction Digital isn't the only option Non-marketers in digital marketing In-house or out-source? Fads, trends, next big things and the occasional sustainable model Digital marketing objectives Chapter 4 4.1 4.2 4.3 4.4 4.5 4.6 4.7 Marketing goes digital Search engine optimization Introduction How search engines work Keyword selection On-site optimization Off-site optimization Third-party SERP ranking Enterprise SEO 7 10 16 23 30 30 32 34 39 39 52 61 61 66 72 76 82 87 88
vii! CONTENTS Chapter 5 5.1 5.2 5.3 5.4 5.5 5.6 Website development Introduction Website management and development Usability The basics Content development The global web presence Chapter 6 E-commerce and the retail website 6.1 6.2 6.3 Introduction Multi- and omni-channel retailing Comparison shopping engines and e-marketplaces, third-party shopping sites and social shopping 6.4 Direct to consumer (DTC) 6.5 The e-commerce website 6.6 Fulfilment and returns Chapter? B2B and the B2B website 7.1 Introduction 7.2 B2B buyer behaviour 7.3 B2B website development 7.4 The B2B e-commerce website 7.5 B2B e-marketplaces Chapter 8 8.1 8.2 8.3 8.4 8.5 8.6 8.7 8.8 Introduction Objectives and management Online ad formats and delivery systems Networked display advertising Search advertising Landing pages Limitations of online advertising Ad fraud Chapter 9 9.1 9.2 9.3 9.4 Advertising online Email marketing Introduction Email as a medium for direct marketing Triggered emails, automated response, enquiry response and admin emails as a medium for marketing messages Email newsletters 93 93 97 102 112 123 137 142 142 147 150 157 159 169 179 179 180 185 191 192 195 195 199 202 207 213 221 224 232 238 238 240 246 251
CONTENTS Chapter 10 Marketing on social media Prologue Preface: What’s in a name? 10.1 Introduction 10.2 Blogging 10.3 Consumer reviews and ratings 10.4 Social networking, social sharing and communities 10.5 Customer service and support on social media 10.6 Influencers 10.7 Strategic considerations for marketing on social media 10.8 Limitations of marketing on social media 10.9 Social media use and user behaviour Epilogue Chapter 11 Metrics and analytics ix 255 255 256 256 263 266 271 277 280 291 299 310 316 321 Prologue 11.1 Introduction 11.2 How analytics are presented and used 11.3 Limitations of online data 321 322 338 347 Index 353 |
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| isbn | 9780367706593 9780367706586 |
| language | English |
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| spelling | Charlesworth, Alan 1956- Verfasser (DE-588)142797456 aut Internet marketing Digital marketing a practical approach Alan Charlesworth Fourth edition 4 London ; New York Routledge 2023 xiii, 355 Seiten Illustrationen, Diagramme, Karte txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index "Digital Marketing: A Practical Approach provides a step-by-step and comprehensive guide to implementing the key aspects of digital marketing. Building on the previous editions, this fully updated 4th edition takes an approach that prepares students for an active role in digital marketing. As well as topic-based exercises, the text also includes practical case-study exercises - based on theory and recognized good practice - which will ensure that readers will be able to analyse situations within the work place, identify the most appropriate course of action and implement the strategies and tactics that will help the organization meet its online objectives. Key updates to the new edition include: o The role of the digital influencer. o Direct to Consumer (DTC) and omni-channel retailing. o Individuals' privacy and the role of organizations in gathering and storage of their personal data. o Ethical aspects of digital marketing and its impact on the environment. o SEO and Google's development of the 'zero click'. o Online ad fraud. o Updated online resources available via the author's own site. This essential text equips advanced undergraduate, postgraduate and executive education students with the tools to undertake any digital marketing role within a variety of organizations. Comprehensive support material available online for both students and instructors includes links to articles and opinion pieces, PowerPoint lecturer slides and questions based on the chapter material"-- Online-Marketing (DE-588)7706419-7 gnd rswk-swf Online-Marketing (DE-588)7706419-7 s DE-604 Erscheint auch als Online-Ausgabe 978-1-003-14741-1 Überarbeitung von Third edition 2018 978-1-138-03952-0 978-1-138-03956-8 (DE-604)BV044758800 Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=033930459&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Charlesworth, Alan 1956- Digital marketing a practical approach Online-Marketing (DE-588)7706419-7 gnd |
| subject_GND | (DE-588)7706419-7 |
| title | Digital marketing a practical approach |
| title_alt | Internet marketing |
| title_auth | Digital marketing a practical approach |
| title_exact_search | Digital marketing a practical approach |
| title_exact_search_txtP | Digital marketing a practical approach |
| title_full | Digital marketing a practical approach Alan Charlesworth |
| title_fullStr | Digital marketing a practical approach Alan Charlesworth |
| title_full_unstemmed | Digital marketing a practical approach Alan Charlesworth |
| title_short | Digital marketing |
| title_sort | digital marketing a practical approach |
| title_sub | a practical approach |
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