Digital marketing management : a handbook for the current (or future) CEO /
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 b...
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| Main Author: | |
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| Format: | Electronic eBook |
| Language: | English |
| Published: |
New York, New York (222 East 46th Street, New York, NY 10017) :
Business Expert Press,
2015.
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| Edition: | First edition. |
| Series: | Digital and social media marketing and advertising collection.
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| Subjects: | |
| Online Access: | An electronic book accessible through the World Wide Web; click to view |
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Table of Contents:
- Foundations
- 1. How did we get here? Definitions and background
- 2. Strategic thought as it relates to digital marketing
- 3. Website design
- Delivery
- 4. Search engine marketing
- 5. E-mail marketing
- 6. Social media and mobile marketing
- Context
- 7. Customer relationship management (CRM) and the role of leadership in digital marketing
- 8. Legal issues: data privacy, security, and intellectual property
- 9. The customer database and analytics
- 10. Concluding thoughts
- Appendix. Digital marketing plan outline
- Index.