Digital Marketing
Tools, Techniques and Best Practices for Graduate Students and Managers
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Beschreibung
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.
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.
Balances theory with practice skills to introduce digital marketing and apply it Covers several market segments, and B2C, B2B applications Discusses strategies needed for a successful digital marketing strategy
Autor*in
Klaus Solberg Söilen
Themen in »Digital Marketing«
Data-driven marketing Marketing metrics and web analytics Data mining for marketing Engagement strategies Marketing automation Stealth marketing Social media