000			03402 a2200253 4500
999			_c30883 _d30883
008			170416b xxu||||| |||| 00| 0 eng d
020			_a9781138917910
082			_a658.872 DI GI
245			_aDigital and social media marketing : _ba results-driven approach / _cedited by Aleksej Heinze, Gordon Fletcher, Tahir Rashid and Ana Cruz
260			_aLondon : _bRoutledge, _cc2017.
300			_axxv, 319 p. ; _bill. ; _c24 cm.
520			_aDigital and Social Media Marketing: A Results-Driven Approach is an exciting new industry-led, research-informed and results-driven guide to digital commerce. Its examples draw from SMEs and from Europe to offer a unique perspective for those learning about digital marketing and, having been developed in close collaboration with the Search Engine Marketing Trade Association (SEMTA), it is a reliable source of prevailing industry standards for practitioners at the cutting edge of their trade. Unlike other digital marketing texts, this accessible textbook gives special consideration to the ethical challenges raised by an increasingly digital world. Equally unique is the book's Digital Business Maturity Model, which offers organisations a clear roadmap for understanding their relative levels of technology adoption. Embracing the true spirit of Digital and Social Media Marketing, the book will be the first of its kind in this field with digital learning materials, case studies, and exercises available in a supporting Massive Open Online Course (MOOC). The MOOC will enhance learners' experience and create an interactive international learning community. This book will provide a hands on, an accessible and user-friendly platform to turn skills and knowledge into a strategic advantage. Ideal for postgraduate learners, instructors interested in providing a unique and up-to-date learning experience and for SMEs and practitioners aiming to be at the cutting edge of Digital and Social Media Marketing
650			_aInternet marketing _91603
650			_aInternet advertising _91604
650			_a Electronic commerce _91605
650			_aSocial media _9877
650			_aOnline-Marketing _91606
700			_aHeinze, Aleksej, _eEdited by _93286
700			_aFletcher, Gordon, _eEdited by _93287
700			_aRashid, Tahir, _eEdited by _93288
700			_aCruz, Ana, _eEdited by _93289