Digital Marketing Tools, Techniques and Best Practices for Graduate Students and Managers

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.

About the author

Klaus Solberg Söilen is Professor of Business Administration at Halmstad University (Halmstad, Sweden). His research interests include intelligence studies, digital marketing, and geoeconomics. He has served as Editor-in-Chief of the Journal of Intelligence Studies in Business (JISIB) and has authored various books, including Market Intelligence: Building Strategic Insight (CEIBS Press, 2009), Digital Marketing (Springer, 2024), and Intelligence Studies in Business (Springer, 2024).

Product details

• Authors: Klaus Solberg Söilen
• Publisher: Springer, Berlin
• Content: Book
• Product form: Hardback
• Publication date: 29.10.2024
• Subject: Social sciences, law, business > Business > Advertising, marketing
• EAN: 9783031695179
• ISBN: 978-3-0-3169517-9
• Pages: 457
• Illustrations: XXIX, 457 p. 67 illus.
• Dimensions (packing): 15.5 x 3 x 23.5 cm
• Weight (packing): 836 g
• Series: Springer Texts in Business and Economics
• Subjects: Marketing, Social Media, Arbeits-, Wirtschafts- und Organisationspsychologie, Wirtschaftsmathematik und -informatik, IT-Management, Unternehmensanwendungen, IT in Business, Marketing Automation, Consumer behavior, Data-driven Marketing, Marketing metrics and web analytics, Engagement strategies, Data mining for marketing, Stealth marketing