デジタル・マーケティングの理解（第５版） Understanding Digital Marketing : A Complete Guide to Engaging Customers and Implementing Successful Digital Campaigns （5TH）

Ryan, Damian

Kogan Page Ltd（2020/11発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 448 p.
• 言語 ENG
• 商品コード 9781789666014
• DDC分類 658.872

Full Description

Gain essential grounding in SEO, email marketing, social media, content marketing, performance marketing and much more, with this practical and essential guide to digital marketing.

The world of digital media is constantly changing, as technologies continue to transform the way we interact and communicate on a global scale. In this climate, Understanding Digital Marketing provides a practical, no-nonsense guide to digital marketing, from strategy and digital transformation to best-practice basics and trends, packed with clear and informative case studies and examples.

This fifth edition of the bestselling Understanding Digital Marketing is fully updated to reflect the latest global developments in the industry including martech, consumer data and privacy considerations, influencer marketing and voice marketing. Complete with first-hand accounts of what success in digital marketing looks like, this book is an essential resource for practitioners and students alike. It is now required reading for more than 100 universities and colleges, and has received endorsements from Harvard University, Hult Business School and the Chartered Institute of Marketing.

Contents

Chapter - 01: Introduction - Digital transformation;
Chapter - 02: Digital marketing strategy setting;
Chapter - 03: Being online: Welcoming the world;
Chapter - 04: Search - Being found online;
Chapter - 05: Email marketing;
Chapter - 06: Mobile marketing;
Chapter - 07: Social media;
Chapter - 08: Content marketing and native content;
Chapter - 09: Programmatic marketing;
Chapter - 10: Performance marketing;
Chapter - 11: How to form meaningful insights from data