Digital Marketing Management

Author : Debra Zahay
Publisher : Business Expert Press
ISBN 13 : 1606499254
Total Pages : 175 pages
Book Rating : 4.52/5 ( download)

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Download or read book Digital Marketing Management written by Debra Zahay and published by Business Expert Press. This book was released on 2015-01-27 with total page 175 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is for managers and would-be managers who need to upgrade their knowledge of digital marketing. Told from the perspective of marketing strategy, it puts digital marketing in the context of rm strategy selection. The rst step in digital marketing is to understand your company and your brand. The second step is to put content and keywords on your website so that they can be found in search. Third, use the other delivery platforms of digital marketing, e-mail, social, and mobile, to deploy that content to the customer. The nal topics in the book focus on the importance of data management and privacy. The author discusses how to develop a database and to create an organization that puts data quality at its center. These practices are as critical to digital marketing success as the delivery platforms. Without quality data, no digital marketing program can be successful.

Author : Debra Zahay
Publisher : Business Expert Press
ISBN 13 : 1951527933
Total Pages : 188 pages
Book Rating : 4.38/5 ( download)

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Download or read book Digital Marketing Management, Second Edition written by Debra Zahay and published by Business Expert Press. This book was released on 2020-09-23 with total page 188 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is for managers and would-be managers who need to upgrade their knowledge of digital marketing. Told from the perspective of marketing strategy, it puts digital marketing in the context of firm strategy selection. The first step in digital marketing is to understand your company and your brand. The next step is to put content and keywords on your web and mobile sites so that they can be found in search. Then use the delivery platforms of digital content, e-mail, social, and mobile, to deploy that content to the customer. The final topics in the book focus on the importance of data management and privacy as well as the emerging roles of analytics, artificial intelligence and marketing automation. Without quality data, no digital marketing program can be successful. This data can then be used in data analytics applications for predictive modeling. After reading this book, the reader will have a good idea of where to start on the path to an integrated digital marketing management strategy. Each chapter concludes with a list of action steps or “what to do next” to get started on implementing a digital marketing strategy as well as review questions and key terminology.

Author : Theresa Regli
Publisher : Rosenfeld Media
ISBN 13 : 1933820128
Total Pages : 240 pages
Book Rating : 4.25/5 ( download)

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Download or read book Digital and Marketing Asset Management written by Theresa Regli and published by Rosenfeld Media. This book was released on 2016-08-02 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: The digital world is transitioning from text to media: photos, audio files, video clips, animations, games, and more. Enterprises of all kinds struggle with how to manage those media assets. Digital professionals who want to master the life cycles behind creating, storing, and reusing media need the inside scoop on how digital and media asset management technology really works.

Author : Hoque, Md. Rakibul
Publisher : IGI Global
ISBN 13 : 1799858243
Total Pages : 349 pages
Book Rating : 4.49/5 ( download)

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Download or read book Cross-Border E-Commerce Marketing and Management written by Hoque, Md. Rakibul and published by IGI Global. This book was released on 2020-10-30 with total page 349 pages. Available in PDF, EPUB and Kindle. Book excerpt: The continued advancement of globalization, increases in internet connectivity, compatibility of international payment systems, and adaptability of logistics and shipping processes have combined to contribute to the rapid growth of the cross-border e-commerce market. Due to these advancements and the ubiquitous presence of smartphones, consumer use of cross-border e-commerce is increasingly simplified, and thus, sellers are hardly restricted to a specific country in terms of promoting, selling, and shipping goods worldwide. The burgeoning opportunities, habits, and trends of shopping on cross-border e-commerce platforms have expedited the prospect of becoming a presence in the global market. This is true for enterprises of all sizes, especially for small? and medium?sized enterprises (SMEs) that want to add their footprint in the international market for the first time. Like any other industry, cross-border e-commerce has its specific economics and driving forces, but has different scopes, challenges, and trends due to the geographic and cultural expanse of relevant environments. Cross-Border E-Commerce Marketing and Management was conceptualized by identifying the scope of new complementary information with a comprehensive understanding of the issues and potential of cross-border e-commerce businesses. The authors believe that this book will not only fill the void in the current research but will also provide far-sighted vision and strategies, as it covers big data, artificial intelligence, IoT, supply chain management, and more. This book provides the necessary knowledge to managers to compete with the competitive market structure and ultimately contribute to the sustainable economic growth of a country. It works as a guideline for existing cross-border e-commerce managers to formulate individual strategies that combine to optimize the industry while keeping the enterprise competitive. This book is useful in both developed and developing country contexts. This publication is an ideal resource for academicians, policy makers, stakeholders, and cross-border e-commerce managers, especially from SMEs.

Author : Saura, Jose Ramon
Publisher : IGI Global
ISBN 13 : 1799880052
Total Pages : 342 pages
Book Rating : 4.59/5 ( download)

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Download or read book Advanced Digital Marketing Strategies in a Data-Driven Era written by Saura, Jose Ramon and published by IGI Global. This book was released on 2021-06-25 with total page 342 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the last decade, the use of data sciences in the digital marketing environment has increased. Digital marketing has transformed how companies communicate with their customers around the world. The increase in the use of social networks and how users communicate with companies on the internet has given rise to new business models based on the bidirectionality of communication between companies and internet users. Digital marketing, new business models, data-driven approaches, online advertising campaigns, and other digital strategies have gathered user opinions and comments through this new online channel. In this way, companies are beginning to see the digital ecosystem as not only the present but also the future. However, despite these advances, relevant evidence on the measures to improve the management of data sciences in digital marketing remains scarce. Advanced Digital Marketing Strategies in a Data-Driven Era contains high-quality research that presents a holistic overview of the main applications of data sciences to digital marketing and generates insights related to the creation of innovative data mining and knowledge discovery techniques applied to traditional and digital marketing strategies. The book analyzes how companies are adopting these new data-driven methods and how these strategies influence digital marketing. Discussing topics such as digital strategies, social media marketing, big data, marketing analytics, and data sciences, this book is essential for marketers, digital marketers, advertisers, brand managers, managers, executives, social media analysts, IT specialists, data scientists, students, researchers, and academicians in the field.

Author : Andreas Hinterhuber
Publisher : Routledge
ISBN 13 : 1000387844
Total Pages : 350 pages
Book Rating : 4.41/5 ( download)

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Download or read book Managing Digital Transformation written by Andreas Hinterhuber and published by Routledge. This book was released on 2021-05-26 with total page 350 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides practising executives and academics with the theories and best practices to plan and implement the digital transformation successfully. Key benefits: an overview on how leading companies plan and implement digital transformation interviews with chief executive officers and chief digital officers of leading companies – Bulgari, Deutsche Bahn, Henkel, Lanxess, L’Oréal, Unilever, Thales and others – explore lessons learnt and roadmaps to successful implementation research and case studies on the digitalization of small and medium-sized companies cutting-edge academic research on business models, organizational capabilities and performance implications of the digital transformation tools and insights into how to overcome internal resistance, build digital capabilities, align the organization, develop the ecosystem and create customer value to implement digital strategies that increase profits Managing Digital Transformation is unique in its approach, combining rigorous academic theory with practical insights and contributions from companies that are, according to leading academic thinkers, at the forefront of global best practice in the digital transformation. It is a recommended reading both for practitioners looking to implement digital strategies within their own organisations, as well as for academics and postgraduate students studying digital transformation, strategy and marketing.

Author : Kathryn Waite
Publisher : Goodfellow Publishers Ltd
ISBN 13 : 1911396021
Total Pages : 245 pages
Book Rating : 4.24/5 ( download)

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Download or read book Essentials of Digital Marketing written by Kathryn Waite and published by Goodfellow Publishers Ltd. This book was released on 2018-02-26 with total page 245 pages. Available in PDF, EPUB and Kindle. Book excerpt: This user-friendly text book provides an engaging introduction to digital marketing to help you understand of the impact of digital channels on marketing operations. It introduces the essential terms, and practices of digital marketing and applies theory to explain the rationale for choosing to use a specific approach in a given context.

Author : Outi Niininen
Publisher : Routledge
ISBN 13 : 1000488497
Total Pages : 257 pages
Book Rating : 4.94/5 ( download)

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Download or read book Contemporary Issues in Digital Marketing written by Outi Niininen and published by Routledge. This book was released on 2021-11-29 with total page 257 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents a comprehensive overview of the key topics, best practices, future opportunities and challenges in the Digital Marketing discourse. With contributions from world-renowned experts, the book covers: Big Data, Artificial Intelligence and Analytics in Digital Marketing Emerging technologies and how they can enhance User Experience How ‘digital’ is changing servicescapes Issues surrounding ethics and privacy Current and future issues surrounding Social Media Key considerations for the future of Digital Marketing Case studies and examples from real-life organisations Unique in its rigorous, research-driven and accessible approach to the subject of Digital Marketing, this text is valuable supplementary reading for advanced undergraduate and postgraduate students studying Digital and Social Media Marketing, Customer Experience Management, Digital Analytics and Digital Transformation.

Author : Dave Chaffey
Publisher : Pearson Higher Ed
ISBN 13 : 0273746227
Total Pages : 727 pages
Book Rating : 4.25/5 ( download)

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Download or read book Digital Marketing written by Dave Chaffey and published by Pearson Higher Ed. This book was released on 2012-10-12 with total page 727 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now in its fifth edition, Digital Marketing (previously Internet Marketing) provides comprehensive, practical guidance on how companies can get the most out of digital media to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies and interviews from cutting edge companies such as eBay and Facebook, to help students understand digital marketing in the real world.

Author : Santos, José Duarte
Publisher : IGI Global
ISBN 13 : 1522597859
Total Pages : 267 pages
Book Rating : 4.58/5 ( download)

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Download or read book Digital Marketing Strategies for Tourism, Hospitality, and Airline Industries written by Santos, José Duarte and published by IGI Global. This book was released on 2019-08-30 with total page 267 pages. Available in PDF, EPUB and Kindle. Book excerpt: The growth of internet access and the entry of smartphones into everyday life has provided a revolutionary way for consumers to interact with businesses throughout the tourist industry. As a result, numerous companies are utilizing techniques and concepts designed to communicate directly with potential clientele all over the world. Digital Marketing Strategies for Tourism, Hospitality, and Airline Industries provides innovative insights into how digital marketing can influence the consumer relationship at every stage of the tourism process and features emerging tools and techniques to establish better connections with consumers. The content within this publication examines topics such as branding strategies, social media, and influencer marketing for maximum content exposure. This information is designed for marketing managers, executives, event planners, tour developers, hotel managers, airline managers, program directors, advertisers, restaurateurs, students, business professionals, and researchers.