000			02326nam a2200241 i 4500
003			MIUC
005			20200115122456.0
008			170118s2016 enka 001 0 eng
020			_a9780749474706
040			_aMIUC _beng _cMIUC
082	0		_a658.8
100	1		_4edt _92890 _aKingsnorth, Simon
245	1	0	_aDigital marketing strategy : _ban integrated approach to online marketing / _cSimon Kingsnorth.
250			_a1st ed.
260			_aLondon, etc. : _bKogan Page, _c2016.
300			_axiii, 324 p. : _bill. b&w. ; _c23 cm.
505	0		_aIntroduction -- Ch. 1. What is digital marketing -- Ch. 2. Aligning with your business strategy -- Ch. 3. Barriers and consideration -- Ch. 4. Planning -- Ch. 5. Search engine optimization -- Ch. 6. Paid search -- Ch. 7. Display -- Ch. 8. Social media -- Ch. 9. User experience and transformation -- Ch. 10. CRM and retention -- Ch. 11. True personalization -- Ch. 12. Customer service -- Ch. 13. Content strategy -- Ch. 14. Analytics and reporting -- Ch. 15. Presenting your strategy.
520			_aThe modern marketer needs to learn how to employ strategic thinking alongside the use of digital media to deliver measurable and accountable business success. Digital Marketing Strategy covers the essential elements of achieving exactly this by guiding you through every step of creating your perfect digital marketing strategy. It contains analysis of the essential techniques and platforms of digital marketing including social media, content marketing, SEO, user experience, personalization, display advertising and CRM, as well as the broader aspects of implementation including planning, integration with overall company aims and presenting to decision makers. Simon Kingsnorth brings digital marketing strategy to life through best practice case studies, illustrations, checklists and summaries, to give you insightful and practical guidance. Rather than presenting a restrictive 'one size fits all' model, this book gives you the tools to tailor-make your own strategy according to your unique business needs and demonstrates how an integrated and holistic approach to marketing leads to greater success.
650		0	_9345 _aElectronic commerce
650		0	_9943 _aInternet marketing
650		0	_9877 _aStrategic planning
942			_2ddc _cBK