Absolute Essentials of Digital Marketing Absolute Essentials of Business and Economics Series
Auteur : Charlesworth Alan
This short form textbook provides readers with a comprehensive yet concise overview of the fundamentals of Digital Marketing.
The author, a well-renowned teacher and writer on the subject, presents a concise and clear structure that works step by step through each of the core aspects of the subject, including SEO, metrics and analytics, web development, e-commerce, social media and digital marketing strategy.
Presented in nine chapters to suit delivery periods at both undergraduate and postgraduate levels, this book can be used either as a core text that gives tutors a sound platform on which to structure a module on digital marketing or as supporting text where digital marketing is an element of a module with a broader scope, such as strategic marketing.
Pedagogical features include an essential summary paragraph at the start of each chapter, focused references and further reading. There is also online teaching and learning support for both in-class and digital delivery, including suggested case studies, chapter questions and other activities.
1. The digital marketing landscape 2. Search engine optimization 3. Website development 4. The retail website 5. The B2B website 6. Advertising online 7. Email marketing 8. Marketing on social media 9. Metrics and analytics
Alan Charlesworth has been involved in what is now commonly referred to as ‘digital marketing’ in either practical, training, research, advisory, consultancy or academic roles since 1996.
Date de parution : 05-2023
13.8x21.6 cm
Date de parution : 09-2020
13.8x21.6 cm
Thèmes d’Absolute Essentials of Digital Marketing :
Mots-clés :
Ad Blocking; digital marketing; GDPR; marketing; SERP; SEO; Search Engine Optimization; search engine optimisation; Google SERPs; Organization’s Web Presence; strategic marketing; Smart Phones; e-commerce; Landing Pages; social media; Checkout Facility; marketing strategy; Ad Networks; digital marketing strategy; Web Page Content; B2B E-marketplaces; B2B Buying Process; B2B Purchase; Keyword Bidding; Shopping Ads; Decision Making Unit; Display Ad Network; Click Fraud; Social Media Marketing; B2B Website; Smaller Sellers; Smartphone’s Gps; Side Walks