000			03489cam a22004338i 4500
001			21288567
005			20240119105445.0
008			191104s2020 nyu b 001 0 eng
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
925	0		_aacquire _b2 shelf copies _xpolicy default
955			_wxm06 2019-11-05
010			_a 2019051095
020			_a9780367235901 _q(hardback)
020			_a9780367236021 _q(paperback)
020			_z9780429280689 _q(ebook)
040			_aDLC _beng _erda _cDLC
042			_apcc
050	0	0	_aHF5415.1265 _b.D5385 2020
082	0	0	_a658.8/72 _223
245	0	0	_aDigital and social media marketing : _ba results-driven approach / _cedited by Aleksej Heinze, Gordon Fletcher, Tahir Rashid and Ana Cruz.
250			_aSecond edition.
263			_a2007
264		1	_aMilton Park, Abingdon, Oxon ; _aNew York, NY : _bRoutledge, _c2020.
300			_apages cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references and index.
520			_a"The second edition of Digital and Social Media Marketing is an up to date, industry-led results-driven guide to digital marketing. Mixing academic theory with practical examples from a range of different organisations worldwide, it provides insight into, and techniques to enable, the creation, development and maintenance of a successful digital presence. This highly regarded textbook has been fully revised to bring the content up to date with the newest digital technologies. With topics including developing an effective digital presence, search engine optimization, and measuring brand awareness, the new edition also looks at digital ethics, General Data Protection Regulation (GDPR) and privacy, Artificial Intelligence (AI) and Machine Learning, and Voice strategies. New international case studies are explored, including Alibaba and Amazon, as well as revised practical exercises in each chapter, enable students to see how the concepts underpinning digital and social media marketing support business success. The book's customisable Digital Business Maturity Model, and the Buyer Persona Spring, offer organisations a clear roadmap for understanding their own levels of technology adoption and digital strategy development. This accessible textbook provides a hands-on, user-friendly platform to turn skills and knowledge into strategic advantage. It is ideal for advanced undergraduate and postgraduate students of digital marketing and marketing strategy, and for practitioners aiming to be at the cutting edge of Digital and Social Media Marketing. Alongside electronic resources for each chapter, this new edition also includes digital learning materials, case studies and exercises available in a supporting online learning environment. The online materials further enhance learners' experience and supports a worldwide learning community"-- _cProvided by publisher.
650		0	_aInternet marketing.
650		0	_aInternet advertising.
650		0	_aElectronic commerce.
650		0	_aSocial media.
700	1		_aHeinze, Aleksej, _eeditor.
700	1		_aFletcher, Gordon, _eeditor.
700	1		_aRashid, Tahir, _eeditor.
700	1		_aCruz, Ana, _eeditor.
776	0	8	_iOnline version: _tDigital and social media marketing _bSecond edition. _dMilton Park, Abingdon, Oxon ; New York, NY : Routledge, 2020. _z9780429280689 _w(DLC) 2019051096