Digital marketing strategy : an integrated approach to online marketing

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Tác giả: Simon Kingsnorth

Ngôn ngữ: eng

ISBN-13: 978-0749474706

Ký hiệu phân loại: 658.8/72 Management of marketing

Thông tin xuất bản: London : Philadelphia, PA : Kogan Page, 2016

Mô tả vật lý: xiii, 324 pages : , illustrations ; , 23 cm

Bộ sưu tập: Khoa học ứng dụng

ID: 146214

 "Digital and social media are essential aspects of a marketing department's function
  therefore, it is important that they are integrated into the organization's wider goals. Uniting digital marketing techniques with business strategy and established marketing models such as the 7 P's, Porter's Five Forces, and Customer Lifetime Value, author Simon Kingsnorth demonstrates how to formulate the best strategy for a company. Rather than presenting a "one size fits all" model, Kingsnorth brings various strategies to life through case studies, charts, illustrations, and checklists. Digital Marketing Strategy covers what digital marketing is, how to budget and forecast, acquisition, personalization, customer service, user experience, content strategy, how to analyze and perform social measurements, and how to structure and present a digital marketing plan in order to win support and funding"-- Provided by publisher. "The modern marketer needs to learn how to employ strategic thinking alongside the use of digital media to deliver measurable and accountable business success. Digital Marketing Strategy covers the essential elements of achieving exactly this by guiding you through every step of creating your perfect digital marketing strategy. It contains analysis of the essential techniques and platforms of digital marketing including social media, content marketing, SEO, user experience, personalization, display advertising and CRM, as well as the broader aspects of implementation including planning, integration with overall company aims and presenting to decision makers"-- Provided by publisher.
Includes bibliographical references and index.
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