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Digital Marketing Management, Second Edition: A Handbook for the Current (or Future) CEO

$31.99

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 web and mobile sites so that they can be found in search. Then use the 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 as well as the emerging roles of analytics, artificial intelligence and marketing automation.

Without quality data, no digital marketing program can be successful. This data can then be used in data analytics applications for predictive modeling. After reading this book, the reader will 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.

Categories: Digital Social Media Marketing and Advertising, Marketing SKU: 9781951527921 Tag: 2020 Digital Library
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Description

About the Author(s)

Debra Zahay

Dr. Debra Zahay is full professor of marketing and director of the Master of Science in digital marketing and analytics at St. Edward’s University in Austin Texas. She holds her PhD from the Universit…
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Additional information

Copyright Year

2021

Pub Date

September 30, 2020

Pages

189

ISBN

9781951527921

Print Price

$31.99

EISBN

9781951527938

EBook Price

$17.99

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