Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation / Edition 2

Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation / Edition 2

by Damian Ryan, Calvin Jones
     
 

The book shows readers, in a practical and comprehensive way, how to harness the power of digital media and use it to achieve the utmost success for their businesses. It explains how to choose online marketing channels in order to get products and services to market. It explores in detail such areas as search marketing, affiliate marketing, e-mail marketing, creative… See more details below

Overview

The book shows readers, in a practical and comprehensive way, how to harness the power of digital media and use it to achieve the utmost success for their businesses. It explains how to choose online marketing channels in order to get products and services to market. It explores in detail such areas as search marketing, affiliate marketing, e-mail marketing, creative online executions, and digital marketing strategies.

Product Details

ISBN-13:
9780749464271
Publisher:
Kogan Page, Ltd.
Publication date:
04/28/2012
Edition description:
Second Edition
Pages:
297
Product dimensions:
6.10(w) x 9.10(h) x 0.60(d)

Table of Contents

1 Going digital - the evolution of marketing 1

2 Strategic thinking 18

3 Your window to the digital world 39

4 The search for success 65

5 Website intelligence and return on investment 104

6 E-mail marketing 132

7 Social media and online consumer engagement 150

8 Online PR and reputation management 176

9 Affiliate marketing and strategic partnerships 202

10 Digital media creative 216

11 A lot to look forward to 236

Glossary 257

Further reading 269

Index 272

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