000			03147nam a2200253 4500
005			20251010151909.0
008			251010b |||||||| |||| 00| 0 eng d
020			_a9781032437590
082			_a658.872 _bHEI
245			_aDigital and social media marketing: _ba results-driven approach
250			_a3rd
260			_aLondon _bRoutledge _c2025
300			_axxiii, 362 p.
365			_aINR _b4804.00
500			_aTable 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]
520			_aNow 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)
650			_aDigital marketing
650			_aSocial media marketing _910956
700			_aAleksej, Heinze [Editor] _925436
700			_aFletcher, Gordon [Editor] _925437
700			_aCruz, Ana [Editor] _925438
700			_aFenton, Alex [Editor] _925439
942			_cBK _2ddc
999			_c10320 _d10320