Digital Marketing Management A Handbook for the Current 1st edition by Debra Zahay – Ebook PDF Instant Download/Delivery: B00STQ447M, 978-1606499252
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Product details:
ISBN 10: B00STQ447M
ISBN 13: 978-1606499252
Author: 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 rm strategy selection. The rst step in digital marketing is to understand your company and your brand. The second step is to put
content and keywords on your website so that they can be found in search. Third, use the other delivery platforms of digital marketing, e-mail, social, and mobile, to
deploy that content to the customer. The nal topics in the book focus on the importance of data management and privacy. The author discusses how to develop a database and to create an organization that puts data quality at its center. These practices are as critical to digital marketing success as the delivery platforms. Without quality data, no digital marketing program can be successful.
Digital Marketing Management A Handbook for the Current 1st Table of contents:
Introduction
Foundations
CHAPTER 1: How Did We Get Here? Definitions and Background
CHAPTER 2: Strategic Thought as It Relates to Digital Marketing
CHAPTER 3: Website Design
Delivery
CHAPTER 4: Search Engine Marketing
CHAPTER 5: E-mail Marketing
CHAPTER 6: Social Media and Mobile Marketing
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 and Analytics
CHAPTER 10: Concluding Thoughts
APPENDIX: Digital Marketing Plan Outline
Index
Cover
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Tags: Debra Zahay, Digital Marketing, A Handbook