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.
Rezensionen / Stimmen
"Understanding Digital Marketing accomplishes well the difficult feat of assembling current practical strategies from leading experts in the digital marketing field." * Carol Stuckey, Executive Director, Strategic Growth Initiatives, Harvard University Division of Continuing Education * "Comprehensive, contextualized and current. Does a great job of balancing solid overview with specific, insightful case examples. An essential addition to any marketer's bookshelf." * Dr Agnes Nairn, Dean, Hult International Business School * "This is a great handbook to the world of digital marketing, a world that can seem quite overwhelming at times, especially with the speed of change. A practical guide, it makes a great case for the importance of digital marketing in any marketer's toolbox. Updated to include some of the latest challenges in digital marketing, what I like most is that it remains people-centric, to help ensure that any digital marketing activities you undertake have a fair chance of success." * Tara Beard-Knowland, Senior Director at Ipsos Connect * "A no-nonsense, clearly written book which you can dip in and dip out of depending on your digital needs. Excellent to see that the 'human side of digital' has a clear presence throughout." * Dr Sarah Warnes SFHEA, Senior Teaching Fellow, UCL School of Management * "One of the most comprehensive yet easy-to-read books on digital marketing available." * The Marketer (about a previous edition) * "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." * Amazon reviewer (about a previous edition) * ""[A] fine, accessible guide to digital marketing and appears here in its third updated edition which has been completely revamped to reflect key changes in digital marketing strategies and the digital environment."" * Midwest Book Review, The Business Shelf (about a previous edition) * "This book seeks to help the reader both understand digital marketing and develop marketing strategies that work within the digital realm. An attractive, accessible and informative guide with a great affordable price tag to match." * Darren Ingram, Founder, Editor & Consultant, Darren Ingram Media *
Auflage
Sprache
Verlagsort
Zielgruppe
Für höhere Schule und Studium
Für Beruf und Forschung
Editions-Typ
Produkt-Hinweis
Maße
Höhe: 234 mm
Breite: 156 mm
ISBN-13
978-1-3986-9501-6 (9781398695016)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
Damian Ryan is an advisory partner for Moore Stephens UK (one of the UK's largest independent accounting and consulting networks) and a partner with Mediaventura, the UK's leading corporate finance firm for the TIME (Technology, Internet, Media and Entertainment) sector.
He is also author of Understanding Social Media and The Best Digital Marketing Campaigns in the World, both published by Kogan Page.
Chapter - 01: Digital Marketing... The Origin of...;
Chapter - 02: Have a Plan and Stick to it... Strategy!;
Chapter - 03: Crouch, Touch, Pause... Engage...;
Chapter - 04: Search - Being Found Online;
Chapter - 05: Understanding Social Media;
Chapter - 06: Understanding E-Mail Marketing;
Chapter - 07: Understanding Mobile Marketing;
Chapter - 08: Content Marketing and Native Advertising;
Chapter - 09: Understanding Programmatic;
Chapter - 10: All About Video;
Chapter - 11: Understanding Online PR;
Chapter - 12: Understanding Performance Marketing;
Chapter - 13: Understanding The IoT;
Chapter - 14: Optimizing The Customer and User Experience;
Chapter - 15: The Future of Digital Marketing;
Chapter - 16: Three Online-Only Bonus Chapters and Three Online-Only Contributor Views
