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...
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| 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.
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| Online Access: | |
| Physical Description: | 1 online resource (xvii, 146 pages) |
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Table of 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.