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An unbiased, balanced guide to all aspects of digital marketing planning and strategy, from social media, mobile and VR marketing to objectives, metrics and analytics.
List of contents
Part 1: Digital Marketing Essentials
Chapter 1: The Digital Marketing Environment
Chapter 2: The Digital Consumer
Part 2: Digital Marketing Tools and Channels
Chapter 3: Email, Websites, SEO and Paid Search
Chapter 4: Content Marketing
Chapter 5: Social Media Marketing
Chapter 6: Online Communities
Chapter 7: Mobile Marketing
Chapter 8: Augmented, Virtual and Mixed Reality
Part 3: Digital Marketing Strategy and Planning
Chapter 9: Digital Marketing Audits
Chapter 10: Digital Marketing Strategy and Objectives
Chapter 11: Digital Marketing Planning
Part 4: Digital Marketing Management
Chapter 12: Managing Resources and Reporting
Chapter 13: Digital Marketing Metrics and Analytics
Chapter 14: Integrating, Improving and Transforming Digital Marketing
About the author
Annmarie Hanlon teaches Digital and Social Media Marketing at the Cranfield School of Management and is a practitioner working on digital marketing strategy and social media projects with regional, national and international organisations.
Originally a graduate in French and Linguistics, she subsequently gained a Masters in Business Administration, focusing on marketing planning. She studied for the Chartered Institute of Marketing Diploma for which she won the Worshipful Company of Marketors’ award for the best worldwide results. As an early adopter, working in ‘online marketing’ since 1990, Dr Hanlon is a Fellow of the Chartered Institute of Marketing, a Member of the Marketing Institute Ireland and a Liveryman of the Worshipful Company of Marketors. A past winner of the Mais Scholarship, her research interests include the strategic use of digital marketing and social media in organisations, differences in practice between generations and ethical issues in practice.
Annmarie’s SAGE textbooks include Digital Marketing, Strategic Planning and Integration and The Digital Marketing Planner.
Follow her updates on Twitter @AnnmarieHanlon
