Digital marketing: tools, techniques and best practices for graduate students and managers

By:

Solberg Soilen, Klaus

Material type: Text

TextSeries: Springer Texts in Business and EconomicsPublication details: Springer Switzerland 2024Description: xxix, 457 pISBN:

9783031695179

Subject(s):

DDC classification:

658.872 SOL

Summary: This textbook balances the theory of digital marketing with the practical skills for prospective marketers in professional organizations, both public and private. It begins with an introduction to the digital landscape following the structure of market segmentation, B2C, B2B applications, as a starting point, of digital marketing. It then takes the readers through the customer journey, use of social media, and the rising importance of video-based communication. Given this background, students will learn the organization, technical skills and project management needed for digital marketing, including online public relations, communications, and internet branding. An extensive summary of strategies necessary to work with digital marketing in a longer perspective is also provided. (https://link.springer.com/book/10.1007/978-3-031-69518-6)

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.872 SOL (Browse shelf(Opens below))	1	Available		007650

This textbook balances the theory of digital marketing with the practical skills for prospective marketers in professional organizations, both public and private. It begins with an introduction to the digital landscape following the structure of market segmentation, B2C, B2B applications, as a starting point, of digital marketing. It then takes the readers through the customer journey, use of social media, and the rising importance of video-based communication. Given this background, students will learn the organization, technical skills and project management needed for digital marketing, including online public relations, communications, and internet branding. An extensive summary of strategies necessary to work with digital marketing in a longer perspective is also provided.

(https://link.springer.com/book/10.1007/978-3-031-69518-6)

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