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Digital marketing: (Record no. 10332)

MARC details
000 -LEADER
fixed length control field	04795nam a22002177a 4500
005 - DATE AND TIME OF LATEST TRANSACTION
control field	20251010190933.0
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field	251010b \|\|\|\|\|\|\|\| \|\|\|\| 00\| 0 eng d
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number	9780367706593
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number	658.827
Item number	CHA
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name	Charlesworth, Alan
245 ## - TITLE STATEMENT
Title	Digital marketing:
Remainder of title	a practical approach
250 ## - EDITION STATEMENT
Edition statement	4th
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication, distribution, etc.	New York
Name of publisher, distributor, etc.	Routledge
Date of publication, distribution, etc.	2023
300 ## - PHYSICAL DESCRIPTION
Extent	xiii, 355 p.
365 ## - TRADE PRICE
Price type code	INR
Price amount	5644.91
500 ## - GENERAL NOTE
General note	Table of contents:<br/>Chapter 1<br/><br/>Introduction<br/><br/> <br/><br/>Chapter 2<br/><br/>Digital Customers<br/><br/>2.1 Introduction<br/><br/>2.2 Online buying behaviour<br/><br/>2.3 The only way is ethics<br/><br/>2.4 Digital marketing and the environment<br/><br/> <br/><br/>Chapter 3<br/><br/>The Digital Landscape<br/><br/>3.1 Introduction<br/><br/>3.2 Digital isn’t the only option<br/><br/>3.3 Non-marketers in digital marketing<br/><br/>3.4 In house or out-source<br/><br/>3.5 Fads, trends, next big things and the occasional sustainable model<br/><br/>3.6 Digital marketing objectives<br/><br/> <br/><br/>Chapter 4<br/><br/>Search Engine Optimization<br/><br/>4.1 Introduction<br/><br/>4.2 How search engines work<br/><br/>4.3 Keyword selection<br/><br/>4.4 On-site optimization<br/><br/>4.5 Off-site optimization and<br/><br/>4.6 Third-party search engine ranking<br/><br/>4.7 Enterprise SEO<br/><br/> <br/><br/>Chapter 5<br/><br/>Website Development<br/><br/>5.1 Introduction<br/><br/>5.2 Web presence management and development<br/><br/>5.3 Usability<br/><br/>5.4 The basics<br/><br/>5.5 Content development<br/><br/>5.6 The global web presence<br/><br/> <br/><br/>Chapter 6<br/><br/>E-commerce and the Retail Website<br/><br/>6.1 Introduction<br/><br/>6.2 Multi- and omni-channel retailing<br/><br/>6.3 Comparison Shopping engines and e-marketplaces, third-party shopping sites and social shopping<br/><br/>6.4 Direct to consumer (DTC)<br/><br/>6.5 The e-commerce website<br/><br/>6.6 Fulfilment and returns<br/><br/> <br/><br/>Chapter 7<br/><br/>The B2B Website<br/><br/>7.1 Introduction<br/><br/>7.2 B2B buyer behaviour<br/><br/>7.3 B2B website development<br/><br/>7.4 The B2B e-commerce website<br/><br/>7.5 B2B e-marketplaces<br/><br/> <br/><br/>Chapter 8<br/><br/>Advertising Online<br/><br/>8.1 Introduction<br/><br/>8.2 Objectives and management<br/><br/>8.3 Online ad formats and delivery<br/><br/>8.4 Networked display advertising<br/><br/>8.5 Search advertising<br/><br/>8.6 Landing pages<br/><br/>8.7 Limitations of online advertising<br/><br/>8.8 Ad fraud<br/><br/> <br/><br/>Chapter 9<br/><br/>Email Marketing<br/><br/>9.1 Introduction<br/><br/>9.2 Email as a medium for direct marketing<br/><br/>9.3 Triggered emails, automated response, enquiry response and admin emails as a medium for marketing messages<br/><br/>9.4 Email newsletters<br/><br/> <br/><br/>Chapter 10<br/><br/>Marketing on social media<br/><br/>10.1 Introduction<br/><br/>10.2 Blogging<br/><br/>10.3 Consumer reviews and ratings<br/><br/>10.4 Social networking, social sharing and communities<br/><br/>10.5 Customer service and support on social media<br/><br/>10.6 Influencers<br/><br/>10.7 Strategic considerations for marketing on social media<br/><br/>10.8 Limitations of marketing on social media<br/><br/>10.9 Social media use and user behaviour<br/><br/>10.10 Epilogue<br/><br/> <br/><br/>Chapter 11<br/><br/>Metrics and analytics<br/><br/>Prologue<br/><br/>11.1 Introduction<br/><br/>11.2 How analytics are presented and used<br/><br/>11.3 Limitations of online data<br/><br/> <br/><br/>Index<br/><br/>[https://www.routledge.com/Digital-Marketing-A-Practical-Approach/Charlesworth/p/book/9780367706593]
520 ## - SUMMARY, ETC.
Summary, etc.	Digital Marketing: A Practical Approach provides a step-by-step and comprehensive guide to implementing the key aspects of digital marketing. Building on the previous editions, this fully updated fourth edition takes an approach that prepares students for an active role in digital marketing.<br/><br/>As well as topic-based exercises, the text also includes practical case-study exercises – based on theory and recognized good practice – which will ensure that readers will be able to analyse situations within the work place, identify the most appropriate course of action and implement the strategies and tactics that will help the organization meet its online objectives.<br/><br/>Key updates to the new edition include:<br/><br/>The role of the digital influencer<br/>Direct to Consumer (DTC) and omni-channel retailing<br/>Individuals’ privacy and the role of organizations in gathering and storage of their personal data<br/>Ethical aspects of digital marketing and its impact on the environment<br/>SEO and Google’s development of the ‘zero click’<br/>Online ad fraud<br/>Updated online resources available via the author’s own site<br/>This essential text equips advanced undergraduate, postgraduate and executive education students with the tools to undertake any digital marketing role within a variety of organizations. Comprehensive support material available online for both students and instructors includes links to articles and opinion pieces, PowerPoint lecturer slides and questions based on the chapter material.<br/><br/>(https://www.routledge.com/Digital-Marketing-A-Practical-Approach/Charlesworth/p/book/9780367706593)
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element	Digital marketing
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element	E-commerce
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Koha item type	Book
Source of classification or shelving scheme	Dewey Decimal Classification

Holdings
Withdrawn status	Lost status	Source of classification or shelving scheme	Damaged status	Not for loan	Collection code	Bill No	Bill Date	Home library	Current library	Shelving location	Date acquired	Source of acquisition	Cost, normal purchase price	Total Checkouts	Full call number	Accession Number	Date last seen	Copy number	Cost, replacement price	Price effective from	Koha item type
		Dewey Decimal Classification			Marketing	IN32489	20-09-2025	Indian Institute of Management LRC	Indian Institute of Management LRC	General Stacks	10/05/2025	Overseas Press India Private	3669.19		658.827 CHA	009034	10/05/2025	1	5644.91	10/05/2025	Book