Raj Sachdev – Digital Marketing, international edition
English | eBook | Size: 95.72 MB
Sachdev’s Digital Marketing 1e is targeted primarily for undergraduate courses with flexibility to support certificate and graduate programs. Twelve chapters with three foundational chapters covering general topics of digital marketing and seven chapters focused on how to use marketing theory and concepts, in combination with digital marketing tools, to “do digital marketing”.
* Grounded in marketing theory and concepts taking a strategic and analytical approach with global examples
* Relevant chapters designed to engage students through “Thinking about Global Digital Marketing”, “Legal and Ethical Issues”, “Privacy and Security Considerations”, and “Value Creation”
* Latest digital marketing tools with emphasizing current marketing trends and showcasing how tools should be applied
* Hands-on digital marketing exercises, including mocking up a website (using tools, not programming), creating Google search ad campaigns, creating social media and community content with additional direction toward industry certifications such as Google Ads, Social Media, and Email Marketing.
Contents:
About the Author
Preface
Acknowledgments
1 Digital Marketing in a Digital World
2 Creating Value through Digital Marketing Strategy
3 Digital Consumer Behavior and Customer Relationship and Experience Management
4 Website Marketing Strategy
5 Search Engine Optimization (SEO) Strategy
6 Search Engine Marketing (SEM) Strategy
7 Email Marketing Strategy
8 Social Media and Community Marketing Strategy
9 Mobile Marketing Strategy
10 Digital Brand, Trust, and Reputation Management Strategy
11 Digital Marketing Legal, Ethical, Privacy, and Security Considerations
12 Trands and the Future of Digital Marketing
Appendix to Chapter 2
Glossary
Index
Format: EPUB
Length: 460 pages
Published: 2023 by McGraw-Hill
ISBN: 1266143092
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