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Understanding Digital Marketing : Marketing Strategies for Engaging the Digital Generation by Damian Ryan (2016, Trade Paperback)

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Title : Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation.

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Product Information

Understand the fundamentals of digital marketing and enhance your digital marketing practice with the new edition of this essential guide, now one of the bestselling books in the industry and required reading for more than 100 universities and colleges, including Harvard University and the Chartered Institute of Marketing. The world of digital media is changing at a phenomenal pace. Constantly evolving technologies are transforming not just how we access our information but how we interact and communicate with one another on a global scale. Understanding Digital Marketing is a practical, no-nonsense guide to digital marketing, the rules of new media and understanding the behaviours of the new generation of digital consumers. Thoroughly revised, this fourth edition features more information, fresh examples and case studies, and in-depth insider accounts of the latest developments in the industry from internationally recognized brands and digital marketing campaigns. Clear, informative and entertaining, this book covers key topics such as search marketing, social media, Google, mobile marketing, affiliate marketing, email marketing, performance marketing, customer engagement and digital marketing strategies , making it essential reading for both practitioners and students alike. Online resources include bonus chapters, contributor views, and case studies on Kwik Fit, Battersea Dogs Home and Yves Saint Laurent.

Product Identifiers

Publisher
Kogan Page, The Limited
ISBN-10
0749478438
ISBN-13
9780749478438
eBay Product ID (ePID)
229024782

Product Key Features

Author
Damian Ryan
Publication Name
Understanding Digital Marketing : Marketing Strategies for Engaging the Digital Generation
Format
Trade Paperback
Language
English
Publication Year
2016
Type
Textbook
Number of Pages
464 Pages

Dimensions

Item Length
9.2in
Item Height
0.9in
Item Width
6.2in
Item Weight
25.2 Oz

Additional Product Features

Lc Classification Number
Hf5415.1265.R93 2016
Edition Number
4
Reviews
This is the best book I've seen on Digital Marketing. Without doubt it has been a worthwhile investment for me in my career as a marketing executive for my organisation.
Table of Content
01: Digital Marketing... The Origin of...; 02: Have a Plan and Stick to it... Strategy!; 03: Crouch, Touch, Pause... Engage...; 04: Search - Being Found Online; 05: Understanding Social Media; 06: Understanding E-Mail Marketing; 07: Understanding Mobile Marketing; 08: Content Marketing and Native Advertising; 09: Understanding Programmatic; 10: All About Video; 11: Understanding Online PR; 12: Understanding Performance Marketing; 13: Understanding The IoT; 14: Optimizing The Customer and User Experience; 15: The Future of Digital Marketing; 16: Three Online-Only Bonus Chapters and Three Online-Only Contributor Views
Copyright Date
2017
Target Audience
College Audience
Topic
Marketing / General, Web / Social Media, E-Commerce / Internet Marketing, Strategic Planning, Advertising & Promotion
Lccn
2016-037268
Dewey Decimal
658.8/72
Dewey Edition
23
Illustrated
Yes
Genre
Computers, Business & Economics

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Understanding Digital Marketing : Marketing Strategies for Engaging the Digital Generation by Damian Ryan (2016, Trade Paperback)

About this product

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Product Key Features

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Additional Product Features

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