MARC状态：审校 文献类型：西文图书 浏览次数：17
- 题名/责任者:
- Digital and social media marketing : a results-driven approach / edited by Aleksej Heinze, Gordon Fletcher, Tahir Rashid and Ana Cruz.
- 版本说明:
- Second edition.
- 出版发行项:
- London ; New York, NY : Routledge, 2020.
- ISBN:
- 9780367235901
- ISBN:
- 9780367236021
- 载体形态项:
- xxvii, 336 pages : illustrations ; 24 cm
- 其他载体形态:
- Online version: Digital and social media marketing Second edition. Milton Park, Abingdon, Oxon ; New York, NY : Routledge, 2020. 9780429280689
- 附加个人名称:
- Heinze, Aleksej, editor.
- 附加个人名称:
- Fletcher, Gordon, editor.
- 附加个人名称:
- Rashid, Tahir, editor.
- 附加个人名称:
- Cruz, Ana, editor.
- 论题主题:
- Internet marketing.
- 论题主题:
- Internet advertising.
- 论题主题:
- Electronic commerce.
- 论题主题:
- Social media.
- 中图法分类号:
- F713.36
- 书目附注:
- Includes bibliographical references and index.
- 摘要附注:
- "The second edition of Digital and Social Media Marketing is an up to date, industry-led results-driven guide to digital marketing. Mixing academic theory with practical examples from a range of different organisations worldwide, it provides insight into, and techniques to enable, the creation, development and maintenance of a successful digital presence. This highly regarded textbook has been fully revised to bring the content up to date with the newest digital technologies. With topics including developing an effective digital presence, search engine optimization, and measuring brand awareness, the new edition also looks at digital ethics, General Data Protection Regulation (GDPR) and privacy, Artificial Intelligence (AI) and Machine Learning, and Voice strategies. New international case studies are explored, including Alibaba and Amazon, as well as revised practical exercises in each chapter, enable students to see how the concepts underpinning digital and social media marketing support business success. The book's customisable Digital Business Maturity Model, and the Buyer Persona Spring, offer organisations a clear roadmap for understanding their own levels of technology adoption and digital strategy development. This accessible textbook provides a hands-on, user-friendly platform to turn skills and knowledge into strategic advantage. It is ideal for advanced undergraduate and postgraduate students of digital marketing and marketing strategy, and for practitioners aiming to be at the cutting edge of Digital and Social Media Marketing. Alongside electronic resources for each chapter, this new edition also includes digital learning materials, case studies and exercises available in a supporting online learning environment. The online materials further enhance learners' experience and supports a worldwide learning community"--
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