000			03342cam a2200349 i 4500
003			OCoLC
005			20231101094456.0
020			_a9781529742817 _qhardcover
020			_a1529742811 _qhardcover
020			_a9781529742800 _qpaperback
020			_a1529742803 _qpaperback
020			_z9781529788402 _qelectronic publication
040			_aUKMGB _beng _erda _cUKMGB _dOCLCF _dOCLCO _dLDS _dOCLCO _dQGE _dYDX _dZAQ _dY@Z _dWSU
041			_aEng
050		4	_aHF5415.1265 _b.H3579 2022
100	1		_aHanlon, Annmarie, _eauthor
245	1	0	_aDigital marketing : _bstrategic planning & integration / _cAnnmarie Hanlon
250			_aSecond edition
264		1	_aLondon ; _aLos Angeles : _bSAGE, _c[2022]
264		4	_c©2022
300			_axvii, 454 pages : _billustrations (chiefly color) ; _c26 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
500			_aOriginally published: 2019
504			_aIncludes bibliographical references and index
505	0		_aPart 1. Digital marketing essentials -- The digital marketing environment -- The digital consumer -- Part 2. Digital marketing tools and channels -- Email, websites, SEO and paid search -- Content marketing -- Social media marketing -- Online communities -- Mobile marketing -- Augmented, virtual and mixed reality -- Part 3. Digital marketing strategy and planning -- Digital marketing audit -- Digital marketing strategy and objectives -- Building the digital marketing plan -- Part 4. Digital marketing management -- Managing resources and reporting -- Digital marketing metrics and analytics -- Integrating and transforming digital marketing
520			_a"An unbiased, balanced guide to all aspects of digital marketing, from social media, mobile and VR marketing to objectives, metrics and analytics. Covering all aspects of digital marketing planning and the latest models, the book also offers a range of tools to help implement your own digital marketing plans and strategies. The second edition has been expanded to include new discussions and research on areas including digital privacy, types of influencers, social listening and the gig economy. Key features: Supported by case examples from 28 global companies and brands including IKEA, Uber, Klarna and TikTok. A brand-new case study on Strava runs throughout the book to help you apply what you've learnt to real-world scenarios. 'Ethical Insight' boxes provide a reflective and challenging look at social issues and the negative side of marketing. 'Digital Tool' boxes introduce professional tools, such as 'Spot the Troll', Hootsuite and Padlet. The 'Smartphone Sixty Seconds' feature provides super-quick online activities using needing only your phone. Includes a new 'Journal of Note' feature in each chapter, to direct you to a key source of further reading. Worked digital marketing plan. Complimented by online resources, including PowerPoint slides, and Instructor's Manual, quizzes, recommended video links and free SAGE Journal articles. Suitable for digital and e-marketing courses at all levels, as well as professional courses for anyone interested in gaining a holistic understanding of digital marketing."-- _cPublisher's description
650		0	_aInternet marketing
776	0	8	_iebook version : _z9781529788402
942			_2lcc _cBK
999			_c4160 _d4160