Digital marketing management : : a handbook for the current (or future) CEO / / Debra Zahay.
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 b...
Saved in:
Superior document: | Digital and social media marketing and advertising collection, |
---|---|
VerfasserIn: | |
Place / Publishing House: | New York, New York (222 East 46th Street, New York, NY 10017) : : Business Expert Press,, 2015. |
Year of Publication: | 2015 |
Edition: | First edition. |
Language: | English |
Series: | Digital and social media marketing and advertising collection.
|
Online Access: | |
Physical Description: | 1 online resource (xvii, 146 pages) |
Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
id |
5001934295 |
---|---|
ctrlnum |
(MiAaPQ)5001934295 (Au-PeEL)EBL1934295 (CaPaEBR)ebr11011865 (CaONFJC)MIL716222 (OCoLC)902956677 |
collection |
bib_alma |
record_format |
marc |
spelling |
Zahay, Debra L., author. Digital marketing management : a handbook for the current (or future) CEO / Debra Zahay. First edition. New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2015. 1 online resource (xvii, 146 pages) text rdacontent computer rdamedia online resource rdacarrier Digital and social media marketing and advertising collection, 2333-8830 Includes bibliographical references and index. Foundations -- 1. How did we get here? Definitions and background -- 2. Strategic thought as it relates to digital marketing -- 3. Website design -- Delivery -- 4. Search engine marketing -- 5. E-mail marketing -- 6. Social media and mobile marketing -- Context -- 7. Customer relationship management (CRM) and the role of leadership in digital marketing -- 8. Legal issues: data privacy, security, and intellectual property -- 9. The customer database and analytics -- 10. Concluding thoughts -- Appendix. Digital marketing plan outline -- Index. Access restricted to authorized users and institutions. 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 website so that they can be found in search. The next step is to use the other 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. I discuss 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. After creating a database with high-quality data, I then briefly discuss the use of analytics in digital marketing. After reading this book, the reader should 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. Title from PDF title page (viewed on January 29, 2015). Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries. Internet marketing. Digital Marketing Search Engine Marketing E-mail Marketing Social Media Marketing Data Quality Database Management Data analytics Electronic books. Print version: 9781606499245 ProQuest (Firm) Digital and social media marketing and advertising collection. 2333-8830 https://ebookcentral.proquest.com/lib/oeawat/detail.action?docID=1934295 Click to View |
language |
English |
format |
eBook |
author |
Zahay, Debra L., |
spellingShingle |
Zahay, Debra L., Digital marketing management : a handbook for the current (or future) CEO / Digital and social media marketing and advertising collection, Foundations -- 1. How did we get here? Definitions and background -- 2. Strategic thought as it relates to digital marketing -- 3. Website design -- Delivery -- 4. Search engine marketing -- 5. E-mail marketing -- 6. Social media and mobile marketing -- Context -- 7. Customer relationship management (CRM) and the role of leadership in digital marketing -- 8. Legal issues: data privacy, security, and intellectual property -- 9. The customer database and analytics -- 10. Concluding thoughts -- Appendix. Digital marketing plan outline -- Index. |
author_facet |
Zahay, Debra L., |
author_variant |
d l z dl dlz |
author_role |
VerfasserIn |
author_sort |
Zahay, Debra L., |
title |
Digital marketing management : a handbook for the current (or future) CEO / |
title_sub |
a handbook for the current (or future) CEO / |
title_full |
Digital marketing management : a handbook for the current (or future) CEO / Debra Zahay. |
title_fullStr |
Digital marketing management : a handbook for the current (or future) CEO / Debra Zahay. |
title_full_unstemmed |
Digital marketing management : a handbook for the current (or future) CEO / Debra Zahay. |
title_auth |
Digital marketing management : a handbook for the current (or future) CEO / |
title_new |
Digital marketing management : |
title_sort |
digital marketing management : a handbook for the current (or future) ceo / |
series |
Digital and social media marketing and advertising collection, |
series2 |
Digital and social media marketing and advertising collection, |
publisher |
Business Expert Press, |
publishDate |
2015 |
physical |
1 online resource (xvii, 146 pages) |
edition |
First edition. |
contents |
Foundations -- 1. How did we get here? Definitions and background -- 2. Strategic thought as it relates to digital marketing -- 3. Website design -- Delivery -- 4. Search engine marketing -- 5. E-mail marketing -- 6. Social media and mobile marketing -- Context -- 7. Customer relationship management (CRM) and the role of leadership in digital marketing -- 8. Legal issues: data privacy, security, and intellectual property -- 9. The customer database and analytics -- 10. Concluding thoughts -- Appendix. Digital marketing plan outline -- Index. |
isbn |
9781606499252 9781606499245 |
issn |
2333-8830 |
callnumber-first |
H - Social Science |
callnumber-subject |
HF - Commerce |
callnumber-label |
HF5415 |
callnumber-sort |
HF 45415.1265 Z243 42015 |
genre |
Electronic books. |
genre_facet |
Electronic books. |
url |
https://ebookcentral.proquest.com/lib/oeawat/detail.action?docID=1934295 |
illustrated |
Not Illustrated |
dewey-hundreds |
600 - Technology |
dewey-tens |
650 - Management & public relations |
dewey-ones |
658 - General management |
dewey-full |
658.872 |
dewey-sort |
3658.872 |
dewey-raw |
658.872 |
dewey-search |
658.872 |
oclc_num |
902956677 |
work_keys_str_mv |
AT zahaydebral digitalmarketingmanagementahandbookforthecurrentorfutureceo |
status_str |
n |
ids_txt_mv |
(MiAaPQ)5001934295 (Au-PeEL)EBL1934295 (CaPaEBR)ebr11011865 (CaONFJC)MIL716222 (OCoLC)902956677 |
hierarchy_parent_title |
Digital and social media marketing and advertising collection, |
is_hierarchy_title |
Digital marketing management : a handbook for the current (or future) CEO / |
container_title |
Digital and social media marketing and advertising collection, |
_version_ |
1792330809574686720 |
fullrecord |
<?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>04004nam a2200553 i 4500</leader><controlfield tag="001">5001934295</controlfield><controlfield tag="003">MiAaPQ</controlfield><controlfield tag="005">20200520144314.0</controlfield><controlfield tag="006">m o d | </controlfield><controlfield tag="007">cr cnu||||||||</controlfield><controlfield tag="008">150129s2015 nyu foab 001 0 eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="z">9781606499245</subfield><subfield code="q">paperback</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9781606499252</subfield><subfield code="q">(electronic bk.)</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(MiAaPQ)5001934295</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(Au-PeEL)EBL1934295</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(CaPaEBR)ebr11011865</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(CaONFJC)MIL716222</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)902956677</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">MiAaPQ</subfield><subfield code="b">eng</subfield><subfield code="e">rda</subfield><subfield code="e">pn</subfield><subfield code="c">MiAaPQ</subfield><subfield code="d">MiAaPQ</subfield></datafield><datafield tag="050" ind1=" " ind2="4"><subfield code="a">HF5415.1265</subfield><subfield code="b">.Z243 2015</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.872</subfield><subfield code="2">23</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Zahay, Debra L.,</subfield><subfield code="e">author.</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Digital marketing management :</subfield><subfield code="b">a handbook for the current (or future) CEO /</subfield><subfield code="c">Debra Zahay.</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">First edition.</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">New York, New York (222 East 46th Street, New York, NY 10017) :</subfield><subfield code="b">Business Expert Press,</subfield><subfield code="c">2015.</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">1 online resource (xvii, 146 pages)</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="a">text</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="a">computer</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="a">online resource</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="490" ind1="1" ind2=" "><subfield code="a">Digital and social media marketing and advertising collection,</subfield><subfield code="x">2333-8830</subfield></datafield><datafield tag="504" ind1=" " ind2=" "><subfield code="a">Includes bibliographical references and index.</subfield></datafield><datafield tag="505" ind1="0" ind2=" "><subfield code="a">Foundations -- 1. How did we get here? Definitions and background -- 2. Strategic thought as it relates to digital marketing -- 3. Website design -- Delivery -- 4. Search engine marketing -- 5. E-mail marketing -- 6. Social media and mobile marketing -- Context -- 7. Customer relationship management (CRM) and the role of leadership in digital marketing -- 8. Legal issues: data privacy, security, and intellectual property -- 9. The customer database and analytics -- 10. Concluding thoughts -- Appendix. Digital marketing plan outline -- Index.</subfield></datafield><datafield tag="506" ind1=" " ind2=" "><subfield code="a">Access restricted to authorized users and institutions.</subfield></datafield><datafield tag="520" ind1="3" ind2=" "><subfield code="a">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 website so that they can be found in search. The next step is to use the other 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. I discuss 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. After creating a database with high-quality data, I then briefly discuss the use of analytics in digital marketing. After reading this book, the reader should 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.</subfield></datafield><datafield tag="588" ind1=" " ind2=" "><subfield code="a">Title from PDF title page (viewed on January 29, 2015).</subfield></datafield><datafield tag="590" ind1=" " ind2=" "><subfield code="a">Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.</subfield></datafield><datafield tag="650" ind1=" " ind2="0"><subfield code="a">Internet marketing.</subfield></datafield><datafield tag="653" ind1=" " ind2=" "><subfield code="a">Digital Marketing</subfield></datafield><datafield tag="653" ind1=" " ind2=" "><subfield code="a">Search Engine Marketing</subfield></datafield><datafield tag="653" ind1=" " ind2=" "><subfield code="a">E-mail Marketing</subfield></datafield><datafield tag="653" ind1=" " ind2=" "><subfield code="a">Social Media Marketing</subfield></datafield><datafield tag="653" ind1=" " ind2=" "><subfield code="a">Data Quality</subfield></datafield><datafield tag="653" ind1=" " ind2=" "><subfield code="a">Database Management</subfield></datafield><datafield tag="653" ind1=" " ind2=" "><subfield code="a">Data analytics</subfield></datafield><datafield tag="655" ind1=" " ind2="4"><subfield code="a">Electronic books.</subfield></datafield><datafield tag="776" ind1="0" ind2="8"><subfield code="i">Print version:</subfield><subfield code="z">9781606499245</subfield></datafield><datafield tag="797" ind1="2" ind2=" "><subfield code="a">ProQuest (Firm)</subfield></datafield><datafield tag="830" ind1=" " ind2="0"><subfield code="a">Digital and social media marketing and advertising collection.</subfield><subfield code="x">2333-8830</subfield></datafield><datafield tag="856" ind1="4" ind2="0"><subfield code="u">https://ebookcentral.proquest.com/lib/oeawat/detail.action?docID=1934295</subfield><subfield code="z">Click to View</subfield></datafield></record></collection> |