Now in its third edition, Digital and Social Media Marketing provides a practice-led approach to digital marketing. This highly regarded textbook combines academic theory with practical examples from a range of different organisations worldwide to highlight techniques for the development and maintenance of a successful digital presence. The book's customisable models offer organisations a way to decipher their current situation and plan a clear road map for developing a marketing strategy appropriate for the digital era.

This rich and accessible textbook has been fully updated to reflect the current global landscape. The content of this third edition has been expanded to:

consider the concept of GDPR as a sound framework for responsible marketing
offer a greater focus on sustainable marketing throughout, linked to the UN Sustainable Development Goals
place emphasis on the importance of crisis and reputation management
explore the latest material in big data, data management and data privacy
cover the latest in martech trends, particularly related to automation, machine learning and artificial intelligence
provide new case studies from China, India, Nigeria and across Asia, alongside student activities and questions designed to improve learning outcomes

This textbook provides a hands-on, user-friendly platform to turn skills and knowledge into a strategic advantage. It is ideal for advanced undergraduate, postgraduate and executive students of digital marketing and marketing strategy, as well as for practitioners aiming to be at the cutting edge of digital and social media marketing. Online resources include PowerPoint slides and a test bank.

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Yes, you can access Digital and Social Media Marketing by Aleksej Heinze,Gordon Fletcher,Ana Cruz,Alex Fenton in PDF and/or ePUB format, as well as other popular books in Business & Digital Marketing. We have over one million books available in our catalogue for you to explore.

Information

Publisher

Routledge

Year

2024

ISBN

9781040087091

Edition

Topic

Business

Subtopic

Digital Marketing

Index

Business

Cover Page
Half-Title Page
Endorsement Page
Title Page
Copyright Page
Contents
List of figures
List of tables
List of contributors
0 A visual introduction to marketing in a digital era
1 Navigating global challenges
2 Unleashing growth with stakeholder-centric perspectives
3 Horizon scanning for insights
4 Developing a stakeholder value persona
5 The marketing landscape: Strategy and business models
6 SMART evidence-based decision-making
7 The combined power of qualitative and quantitative insights
8 Crafting projects and planning campaigns
9 Engaging stakeholders with captivating content
10 Building an irresistible digital presence
11 The art of influencer marketing
12 SEO strategy for a digital presence
13 Using search engine optimisation to build trust
14 Orchestrating social media optimisation
15 Demystifying paid advertising
16 Curating on-the-go experience
17 Marketing to organisations in the digital era
18 The future of marketing
Index