Digital and social media marketing: a results-driven approach

Contributor(s):

Material type: Text

TextPublication details: London Routledge 2025Edition: 3rdDescription: xxiii, 362 pISBN:

9781032437590

Subject(s):

DDC classification:

658.872 HEI

Summary: Now in its third edition, Digital and Social Media Marketing provides a practice-led approach to digital marketing. This highly regarded textbook combines academic theory with practical examples from a range of different organisations worldwide to highlight techniques for the development and maintenance of a successful digital presence. The book’s customisable models offer organisations a way to decipher their current situation and plan a clear road map for developing a marketing strategy appropriate for the digital era. This rich and accessible textbook has been fully updated to reflect the current global landscape. The content of this third edition has been expanded to: consider the concept of GDPR as a sound framework for responsible marketing offer a greater focus on sustainable marketing throughout, linked to the UN Sustainable Development Goals place emphasis on the importance of crisis and reputation management explore the latest material in big data, data management and data privacy cover the latest in martech trends, particularly related to automation, machine learning and artificial intelligence provide new case studies from China, India, Nigeria and across Asia, alongside student activities and questions designed to improve learning outcomes (https://www.routledge.com/Digital-and-Social-Media-Marketing-A-Results-Driven-Approach/Heinze-Fletcher-Cruz-Fenton/p/book/9781032437590)

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

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 HEI (Browse shelf(Opens below))	1	Available		009025

Table of contents:
0. A visual introduction to marketing in a digital era 1. Navigating global challenges 2. Unleashing growth with stakeholder-centric perspectives 3. Horizon scanning for insights 4. Developing a stakeholder value persona 5. The marketing landscape: strategy and business models 6. SMART evidence-based decision-making 7. The combined power of qualitative and quantitative insights 8. Crafting projects and planning campaigns 9. Engaging stakeholders with captivating content 10. Building an irresistible digital presence 11. The art of influencer marketing 12. SEO Tactics for a digital presence 13. Using search engine optimisation to build trust 14. Orchestrating social media optimisation 15. Demystifying paid advertising 16. Curating on-the-go experience 17. Marketing to organisations in the digital era 18. The future of marketing

[https://www.routledge.com/Digital-and-Social-Media-Marketing-A-Results-Driven-Approach/Heinze-Fletcher-Cruz-Fenton/p/book/9781032437590]

Now in its third edition, Digital and Social Media Marketing provides a practice-led approach to digital marketing. This highly regarded textbook combines academic theory with practical examples from a range of different organisations worldwide to highlight techniques for the development and maintenance of a successful digital presence. The book’s customisable models offer organisations a way to decipher their current situation and plan a clear road map for developing a marketing strategy appropriate for the digital era.

This rich and accessible textbook has been fully updated to reflect the current global landscape. The content of this third edition has been expanded to:

consider the concept of GDPR as a sound framework for responsible marketing
offer a greater focus on sustainable marketing throughout, linked to the UN Sustainable Development Goals
place emphasis on the importance of crisis and reputation management
explore the latest material in big data, data management and data privacy
cover the latest in martech trends, particularly related to automation, machine learning and artificial intelligence
provide new case studies from China, India, Nigeria and across Asia, alongside student activities and questions designed to improve learning outcomes

(https://www.routledge.com/Digital-and-Social-Media-Marketing-A-Results-Driven-Approach/Heinze-Fletcher-Cruz-Fenton/p/book/9781032437590)

There are no comments on this title.

to post a comment.