Digital Marketing Management 2nd Edition by Debra Zahay ISBN 9781951527921 1951527933

Digital Marketing Management 2nd Edition by Debra Zahay – Ebook PDF Instant Download/Delivery: 9781951527921 ,1951527933
Full download Digital Marketing Management 2nd Edition after payment

Product details:
ISBN 10: 1951527933
ISBN 13: 9781951527921
Author: Debra Zahay

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.

Digital Marketing Management 2nd Edition Table of contents:

Part I Foundations

Chapter 1 How Did We Get Here? Definitions and Background

Chapter 2 Creating the Strategic Digital Marketing Objective

Chapter 3 Web and Mobile Design

Part II Delivery

Chapter 4 Search Engine Marketing

Chapter 5 E-mail Marketing

Chapter 6 Content Marketing, Social Media and The Role of Mobile

Part III Context

Chapter 7 Customer Relationship Management (CRM) and the Role of Leadership in Digital Marketing

Chapter 8 Legal Issues: Data Privacy, Security, and Intellectual Property

Chapter 9 The Customer Database, Analytics, and the Data-Driven Organization

Chapter 10 Managing the Digital Marketing Enterprise in a World of Marketing Automation

Chapter 11 Concluding Thoughts

Appendix

About the Author

Index

People also search for Digital Marketing Management 2nd Edition:

Tags: Debra Zahay, Digital Marketing Management