a results-driven approach Heinze, Aleksej editor. Fletcher, Gordon editor. Fenton, Alex editor. Cruz, Ana editor. text bibliography enk 2024 Third edition. monographic eng

print

pages cm "Now in its 3rd edition, Digital and Social Media Marketing provides a practice-led approach to digital marketing. This highly regarded textbook combines academic theory with practical examples from a range of different organisations worldwide to highlight techniques for the development and maintenance of a successful digital presence. The book's customisable models offer organisations a way to decipher their current situation and plan a clear road map for developing a marketing strategy appropriate for the digital era. This rich and accessible textbook has been fully updated to reflect the current global landscape. The content of this 3rd edition has been expanded to: Consider the concept of GDPR as a sound framework for responsible marketing Offer a greater focus on sustainable marketing throughout, linked to the UN Sustainable Development Goals Place emphasis on the importance of crisis and reputation management Explore the latest material in big data, data management and data privacy Cover the latest in martech trends, particularly related to automation, machine learning and artificial intelligence Provide new case studies from China, India, Nigeria and across Asia, alongside student activities and questions designed to improve learning outcomes This textbook provides a hands-on, user-friendly platform to turn skills and knowledge into strategic advantage. It is ideal for advanced undergraduate, postgraduate and executive students of digital marketing and marketing strategy, as well as for practitioners aiming to be at the cutting edge of digital and social media marketing. Online resources include PowerPoint slides and a test bank"-- edited by Aleksej Heinze, Gordon Fletcher, Alex Fenton and Ana Cruz. Includes bibliographical references and index. Internet marketing Internet advertising Electronic commerce Social media HF5415.1265 .D5385 2024 658.8/72 Abingdon, Oxon ; New York, NY : Routledge, 2024 Third edition. (DLC) 2024015952 9781032444390 9781032437590 2024015951 DLC 240412 20260310125928.0 23639108 eng