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Zusatztext "Filled with fresh research facts and topical case studies, this book offers academia and organisations (both non- and for-profit) an excellent cutting-edge guide to digital marketing strategy-building. It is a great help to any organisation looking to transform into a future-oriented, data-driven, digitally mature ecosystem." — Wojciech Czart, Google’s Global Academic Panel member, Senior Lecturer, Adam Mickiewicz University, Poland"This book takes a practical and strategic outlook to digital marketing with an easy to follow step-by-step approach. Each chapter has several business case studies that help give insights into real-world issues and scenarios, which can be used by both academic and business readers." — Joanne Kuzma, Principal Lecturer in Computing, University of Worcester, UK"This book is a great resource for both students and businesses. The case studies are fresh and topical and the latest findings from research are woven into this very stimulating text. Digital marketing is examined from a strategic and a practical perspective with both authority and creativity." — Kate Dobson, Lecturer Consultant, University of Worcester, UK"Digital and Social Media Marketing: A Results-Driven Approach is a wonderful book that really communicates great concepts and practical techniques for helping companies and students understand how to approach digital commerce and transformation. Heinze, Fletcher, Rashid and Cruz nailed it with the ‘Marketing first’ approach." — Carla Dawson, Co-Founder of onmarc.com, USA/Argentina"This book gets into almost every aspect of modern marketing, and the Buyer Persona Spring really helps to keep the focus on building conversations and engagement. I would highly recommend it to anyone getting into marketing." — Susan Patch, Marketer, E-Learning Squared, Canada"A practical, how-to handbook in navigating today's digital marketing world. The book includes all of the current tools used in industry with sage advice on when and how to use them. It presents a systematic approach to planning, executing and measuring digital marketing efforts that is easy for anybody to follow and implement. Content goes deep on topics that marketers need to understand today... deep enough for seasoned digital marketers with clear and logical explanations for those new to the topic. A comprehensive, pragmatic and efficient read." — Liz Gray, Faculty, Lawrence Kinlin School of Business, Fanshawe College, Canada Informationen zum Autor Aleksej Heinze is Associate Professor at KEDGE Business School, France. Gordon Fletcher is Director of Business 4.0 at Salford Business School, University of Salford, UK. Tahir Rashid is Senior Lecturer at the University of Salford, UK. Ana Cruz is a Lecturer in Marketing at the University of Sheffield International Faculty, CITY College, Greece. Klappentext This textbook is an up to date, results-driven guide to digital marketing. Mixing academic theory with practical examples from a range of different organisations worldwide, it provides techniques to enable the creation, development and maintenance of a successful digital presence. Zusammenfassung The second edition of Digital and Social Media Marketing is an up-to-date, industry-led results-driven guide to digital marketing. Mixing academic theory with practical examples from a range of different organisations worldwide, it provides insight into, and techniques to enable, the creation, development and maintenance of a successful digital presence. This highly regarded textbook has been fully revised to bring the content up-to-date with the newest digital technologies. With topics including developing an effective digital presence, search engine optimization, and measuring brand awareness, the new edition also looks at digital ethics, General Data Protection Regulation and privacy, artificial intelligence and machine learning, and voice st...
