,
,Brief contents
Preface
About the authors
Acknowledgements
Part 1 Digital marketing fundamentals
1 Introducing digital marketing
2 Online marketplace analysis: micro-environment
3 The digital macro-environment
Part 2 Digital marketing strategy development
4 Digital marketing strategy
5 Digital media and the marketing mix
6 Relationship marketing using digital platforms
Part 3 Digital marketing: implementation and practice
7 Delivering the digital customer experience
8 Campaign planning for digital media
9 Marketing communications using digital media channels
10 Evaluation and improvement of digital channel performance
Glossary
Index
, Contents
Preface
About the authors
Acknowledgements
Part 1
Digital marketing fundamentals
1 Introducing digital marketing
Learning objectives
Questions for marketers
Links to other chapters
Introduction – how has digital marketing transformed marketing?
How will this book help me?
Digital disruptors
Definitions – what are digital marketing and multichannel marketing?
Paid, owned and earned media
Introduction to digital marketing strategy
Key features of digital marketing strategy
Applications of digital marketing
Benefits of digital marketing
Alternative digital business models
What is the difference between e-commerce and digital business?
Different forms of functionality of digital presence
Digital marketing insight 1.1
Social commerce – how much do social networks influence purchase?
Challenges in developing and managing digital marketing strategy
A strategic framework for developing a digital marketing strategy
Introduction to digital marketing communications
Using digital media channels to support business objectives
The key types of digital media channels
Different types of social media marketing tools
Benefits of digital media
Key challenges of digital communications
Key communications concepts for digital marketing
Case study 1 eBay thrives in the global marketplace
Summary
Exercises
,Brief contents
Preface
About the authors
Acknowledgements
Part 1 Digital marketing fundamentals
1 Introducing digital marketing
2 Online marketplace analysis: micro-environment
3 The digital macro-environment
Part 2 Digital marketing strategy development
4 Digital marketing strategy
5 Digital media and the marketing mix
6 Relationship marketing using digital platforms
Part 3 Digital marketing: implementation and practice
7 Delivering the digital customer experience
8 Campaign planning for digital media
9 Marketing communications using digital media channels
10 Evaluation and improvement of digital channel performance
Glossary
Index
, Contents
Preface
About the authors
Acknowledgements
Part 1
Digital marketing fundamentals
1 Introducing digital marketing
Learning objectives
Questions for marketers
Links to other chapters
Introduction – how has digital marketing transformed marketing?
How will this book help me?
Digital disruptors
Definitions – what are digital marketing and multichannel marketing?
Paid, owned and earned media
Introduction to digital marketing strategy
Key features of digital marketing strategy
Applications of digital marketing
Benefits of digital marketing
Alternative digital business models
What is the difference between e-commerce and digital business?
Different forms of functionality of digital presence
Digital marketing insight 1.1
Social commerce – how much do social networks influence purchase?
Challenges in developing and managing digital marketing strategy
A strategic framework for developing a digital marketing strategy
Introduction to digital marketing communications
Using digital media channels to support business objectives
The key types of digital media channels
Different types of social media marketing tools
Benefits of digital media
Key challenges of digital communications
Key communications concepts for digital marketing
Case study 1 eBay thrives in the global marketplace
Summary
Exercises
