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Understanding digital marketing : marketing strategies for engaging the digital generation

Author: Damian Ryan; Calvin Jones
Publisher: London ; Philadelphia, PA : Kogan Page, ©2012.
Edition/Format:   eBook : Document : English : 2nd edView all editions and formats
Summary:
Digital marketing now represents 25 per cent of the marketing spend in the UK and this is predicted to move to 50 per cent or higher within the next three years. "Understanding Digital Marketing" looks at the world of digital marketing: how it got started, how it got to where it is today, and where the thought leaders in the industry believe it is headed in the future. This authoritative title demonstrates how to  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Ryan, Damian.
Understanding digital marketing.
Philadelphia, PA : Kogan Page, ©2012
(DLC) 2011040583
(OCoLC)756837058
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Damian Ryan; Calvin Jones
ISBN: 9780749464288 0749464283 9780749456047 0749456043
OCLC Number: 785574666
Notes: Includes index.
Description: 1 online resource (xv, 283 pages) : illustrations
Contents: Preface --
Acknowledgments --
Going digital: the evolution of marketing --
Strategic thinking --
Your window to the digital world --
The search for success --
Website intelligence and return on investment --
E-mail marketing --
Social media and online consumer engagement --
Online PR and reputation management --
Affiliate marketing and strategic partnerships --
Your marketing in your prospect's pocket --
What's next?
Responsibility: Damian Ryan and Calvin Jones.

Abstract:

Understanding Digital Marketing is a practical guide to web marketing, the rules of new media and researching the new generation of digital consumers. It covers key topics such as search marketing,  Read more...

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"One of the most comprehensive yet easy-to-read books on digital marketing available." The Marketer

 
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