The essentials of digital marketing (Record no. 33053)
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| INTERNATIONAL STANDARD BOOK NUMBER | |
|---|---|
| International Standard Book Number | 9781911396017 |
| DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Call number | 658.872 WA ES |
| MAIN ENTRY--PERSONAL NAME | |
| Authors | Waite, Kathryn |
| TITLE STATEMENT | |
| Title | The essentials of digital marketing |
| Statement of responsibility, etc | Kathryn Waite and Rodrigo Perez-Vega |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | Oxford : |
| Publisher | Goodfellow Publishers, |
| Date | c2018. |
| PHYSICAL DESCRIPTION | |
| Extent | x, 234 p. : |
| Other Details | ill. ; |
| Size | 25 cm. |
| SERIES STATEMENT | |
| Series statement | The global management series |
| CONTENTS | |
| Contents | Machine generated contents note: 1.Digital Marketing Mix 2.Digital Technology Adoption 3.Customer Experience Design 4.Digital Service Quality 5.Online Consumer Engagement 6.Crowdsourcing and Crowdfunding 7.Digital Content Planning 8.Metrics and Analytics 9.Website Metrics and Analytics 10.Social Media Metrics and Analytics 11.The Digital Marketing Skills Gap 12.Developing an Online Profile. |
| SUMMARY | |
| Summary | An engaging introduction to the essentials of digital marketing; * Examines of the challenges and issues of integrating digital content, measuring performance outcomes and understanding digital analytics; * Contains international case studies to illustrate how digital marketing is being used in various industry settings. Do you know where to start with digital marketing? This user-friendly text book provides an engaging introduction to digital marketing to help you understand of the impact of digital channels on marketing operations. It introduces the essential terms, and practices of digital marketing and applies theory to explain the rationale for choosing to use a specific approach in a given context. It provides an overview of digital marketing challenges and opportunities by defining the field, explaining the structure of digital marketing management and introducing the digital marketing mix. It explains how to use digital marketing to enhance the customer experience and how to integrate digital marketing into existing channels. It also examines new digital business models including crowd sourcing and crowd funding. Finally it examines the key performance indicators of technology acceptance, customer satisfaction and customer engagement and the choice of analytics that can be used for measuring these outcomes. |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Heading | Digital marketing |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Heading | Digital analytics |
| ADDED ENTRY | |
| Name | Perez-Vega, Rodrigo |
| MAIN ENTRY--PERSONAL NAME | |
| -- | 19353 |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| -- | 5625 |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| -- | 19354 |
| ADDED ENTRY | |
| -- | 19355 |
| Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Permanent location | Current location | Shelving location | Date acquired | Source of acquisition | Total Checkouts | Total Renewals | Full call number | Barcode | Date last seen | Date last borrowed | Price effective from | Koha item type | Public note |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| University of Wollongong in Dubai | University of Wollongong in Dubai | Main Collection | 2018-06-11 | ABE | 3 | 3 | 658.872 WA ES | T0058466 | 2022-01-06 | 2021-11-22 | 2017-11-21 | REGULAR | June2018 |