Digital Marketing (2nd Edition)

Strategic Planning & Integration

Digital Marketing (2nd Edition)
Annmarie Hanlon
RRP:
NZ$ 142.99
Our Price:
NZ$ 121.54
Paperback
h246 x 189mm - 480pg
4 Feb 2022 UK
International import eta 10-19 days
9781529742800
Out Of Stock
Currently no stock in-store, stock is sourced to your order
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.
Digital Marketing is an invaluable resource for those who want to discover more about this exciting, emerging and rapidly evolving subject. The logical structure and presentation make it easy to read each topic in depth or to dip into for quick reference. Case studies about recognisable brands increase engagement and application of theoretical concepts, making learning and teaching enjoyable and valuable for students and lecturers alike. Highly recommended! -- Sarah Evans-Howe Annmarie Hanlon has mastered effectively conveying the most crucial digital marketing concepts in a way that is grounded in theory and real-world applications. This second edition text is a must for students exploring the evolving world of all things digital. -- Megan F. Hill Digital Marketing is a flexible book, written to enhance our theoretical understanding and prepping us for the practical skills we need to deliver great digital results in organizations. The second edition solidly elaborates on classical and core theoretical models, and the new cases enlighten students understanding of the need to have good frameworks when creating unique content with competitive advantage. -- Cathrine von Ibenfeldt The book has a sound theoretical basis, covering the foundations of the subject in a clear and accessible manner. The Digital Tools regularly provide opportunities for students to apply what they have learned in practice. The book is also up to date in its content, with a selection of recent, global case studies, to engage modern students. -- Desmond J. Laffey Annmarie Hanlon is placed at the unique intersection of academic and practice. Digital Marketing integrates contemporary examples in the dynamic digital ecosystem to bring alive relevant concepts and theories into practical situations clearly and persuasively. This book is an essential read for both students and tutors. -- Wilson Ndasi
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
Status: No local stock, title imported to order
ISBN-13: 9781529742800
Published: 4 Feb 2022
Published In: United Kingdom
Imprint: SAGE Publications
Publisher: SAGE Publications
Format: Paperback
Height: 246mm
Width: 189mm
Weight: 980g
Pages: 480

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