Digital Marketing : Strategy, Best Practice and Integration

Lima, Andy/ Kelley, Neil

Kogan Page Ltd（2018/11発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 336 p.
• 言語 ENG
• 商品コード 9780749482442
• DDC分類 380

Full Description

As a subject, digital marketing is most commonly associated with marketing communication and content, however in the current hyper-connected world, the reality is that the scope of digital marketing extends far beyond channel strategy. Digital Marketing helps readers expand their understanding beyond the traditional "content + channel" approach, and appreciate the extent to which digital marketing impacts an entire organization. Digital Marketing combines rigorous academic research and practice with industry based learning, cross-cultural case studies, and a complete range of 'off the page' digital resources, which link to platforms to showcase expanded examples and case studies. Through this unique blend of theory, practice and digital resource, Digital Marketing will demonstrate how to integrate digital strategy with marketing management, not only as a communication strategy, but as an integral organizational function.

Contents

• Section - ONE: The New Digital Landscape;
• • Chapter - 01: Digital Marketing - Background and Context;
  • Chapter - 02: Innovation and Disruption - The Pathway to Digital Transformation;
  • Chapter - 03: Understanding the Demands of a Digitally-Connected World;
  • Chapter - 04: Building Digital Capabilities into Your Business;
• Section - TWO: Managing Digital Marketing Integrated Systems;
• • Chapter - 05: Managing Digital Marketing in a Leading Enterprise;
  • Chapter - 06: Humaninsing Digital Strategy - The Connected Customer;
  • Chapter - 07: Building The Digital Marketing Mix;
  • Chapter - 08: Integrating Your Digital Marketing Communications;
• Section - THREE: Digital Strategy, Planning and Implementation;
• • Chapter - 09: Brand Narratives in Digital Marketing;
  • Chapter - 10: Digital Planning and Implementation;
  • Chapter - 11: Evaluating and Monitoring Digital Marketing Performance;
  • Chapter - 12: Looking into the Future of Digital - Physical, Cyber and Self-Integration