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Digital Marketing in Practice
Design, Implement and Measure Effective Campaigns
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Digital Marketing in Practice
$13400
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Book Hero Magic created this recommendation. While it's new and still learning, it may not be perfect - your feedback is welcome! IS THIS YOUR NEXT READ?
Learn how to develop, implement and evaluate effective digital marketing with this practical yet theoretically grounded textbook which also explores the latest legal and ethical considerations.
Book Hero Magic formatted this description to make it easier to read. While it's new and
still learning, it may not be perfect - your
feedback is welcome!
Description
How do you create and measure digital marketing campaigns? How can you analyse 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.
Digital Marketing in Practice also describes how to incorporate accountability, inclusivity and meaningful sustainability messaging, as well as respect legal considerations such as the GDPR (General Data Protection Regulation). Featuring interviews with industry professionals and case studies and examples from a range of brands including Adidas, Nielsen and The Eden Project, it also contains how-to guides, checklists and critical thought pieces. Supported by online resources consisting of lecture slides, self-test questions, group activities, worksheets, additional interactive case studies and further resource links, it is an indispensable text to equip students with the tools to develop and implement successful digital marketing.
Book Hero Magic summarised reviews for this book. While it's new and still learning, it may not be perfect - your feedback is welcome! HOW HAS THIS BEEN REVIEWED?
The book by Hanne Knight and Lizette Vorster is praised for its comprehensive, easy-to-read approach, making it ideal for students and digital marketing practitioners. Reviewers highlight the excellent structure, up-to-date case studies, and focus on both traditional concepts and the latest digital developments. The book is noted for addressing responsible digital marketing and providing practical applications, making it a valuable resource for understanding strategic and operational dimensions in the field.
Book Details
INFORMATION
ISBN: 9781398608870
Publisher: Kogan Page Ltd
Format: Paperback / softback
Date Published: 03 March 2023
Country: United Kingdom
Imprint: Kogan Page Ltd
Audience: Tertiary education, Professional and scholarly
DIMENSIONS
Spine width: 35.0mm
Width: 173.0mm
Height: 240.0mm
Weight: 855g
Pages: 496
About the Author
Hanne Knight is Lecturer in Marketing at the University of Plymouth, UK, where she also leads its Digital and Social Media Marketing MSc. She consults practitioners on sustainability communication and is senior examiner at the Chartered Institute of Marketing. 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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Digital Marketing in Practice
Learn how to create effective digital marketing campaigns, analyze competitor behaviour and implement strategies in a responsible way with the 2nd edition of this textbook for undergraduate and postgraduate students. Digital Marketing in Practice balances step-by-step practical coverage with academic theoretical context throughout to offer a definitive and easy-to-understand resource. Exploring key definitions and best-practice for tools, channels and platforms...Paperback$9599Unit price /UnavailableAvailableShips in 3-4 weeks
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