Digital marketing management : a handbook for the current (or future) CEO / Debra Zahay, PhD.

By:

Zahay, Debra L [Author]

Material type: Text

TextSeries: Publication details: New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, (c)2020.Edition: Second editionDescription: 1 online resource (xv, 169 pages) : illustrations (some color)Content type:

text

Media type:

computer

Carrier type:

online resource

ISBN:

9781951527938

Subject(s):

Genre/Form:

Electronic books.

LOC classification:

HF5415 .D545 2020

Online resources:

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Available additional physical forms:

Contents:

Part II. Delivery. Chapter 4. Search engine marketing ; Chapter 5. E-mail marketing ; Chapter 6. Content marketing, social media and the role of mobile -- Part III. Context. Chapter 7. Customer relationship management (CRM) and the role of leadership in digital marketing ; Chapter 8. Legal issues: data privacy, security, and intellectual property ; Chapter 9. The customer database, analytics, and the data-driven organization ; Chapter 10. Managing the digital marketing enterprise in a world of marketing automation ; Chapter 11. Concluding thoughts.

Abstract: This book is for managers and would-be managers who need to upgrade their knowledge of digital marketing. Told from the perspective of marketing strategy, it puts digital marketing in the context of firm strategy selection. The first step in digital marketing is to understand your company and your brand. The next step is to put content and keywords on your web and mobile sites so that they can be found in search. Then use the delivery platforms of digital content, e-mail, social, and mobile, to deploy that content to the customer. The final topics in the book focus on the importance of data management and privacy as well as the emerging roles of analytics, artificial intelligence and marketing automation. Without quality data, no digital marketing program can be successful. This data can then be used in data analytics applications for predictive modeling. After reading this book, the reader will have a good idea of where to start on the path to an integrated digital marketing management strategy. Each chapter concludes with a list of action steps or "what to do next" to get started on implementing a digital marketing strategy as well as review questions and key terminology.

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Holdings
Item type	Current library	Collection	Call number	URL	Status	Date due	Barcode
Online Book (LOGIN USING YOUR MY CIU LOGIN AND PASSWORD)	G. Allen Fleece Library	Non-fiction	HF5415.1265 (Browse shelf(Opens below))	Link to resource	Available		9781951527938

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Previous	HF5415.1265 The connected consumer /Dinesh Kumar.	HF5415.1265 The digital marketing landscape : creating a synergistic consumer experience /	HF5415.1265 Digital marketing management : a handbook for the current (or future) CEO /	HF5415.1265 Digital marketing management : a handbook for the current (or future) CEO /	HF5415.1265 Email marketing in a digital world : the basics and beyond /	HF5415.1265 From starting small to winning big : the definitive digital marketing guide for startup entrepreneurs /	HF5415.1265 Internet marketing for entrepreneurs using Web 2.0 strategies for success /	Next

Includes bibliographies and index.

Part I. Foundations. Chapter 1. How did we get here? Definitions and background ; Chapter 2. Creating the strategic digital marketing objective ; Chapter 3. Web and mobile design -- Part II. Delivery. Chapter 4. Search engine marketing ; Chapter 5. E-mail marketing ; Chapter 6. Content marketing, social media and the role of mobile -- Part III. Context. Chapter 7. Customer relationship management (CRM) and the role of leadership in digital marketing ; Chapter 8. Legal issues: data privacy, security, and intellectual property ; Chapter 9. The customer database, analytics, and the data-driven organization ; Chapter 10. Managing the digital marketing enterprise in a world of marketing automation ; Chapter 11. Concluding thoughts.

This book is for managers and would-be managers who need to upgrade their knowledge of digital marketing. Told from the perspective of marketing strategy, it puts digital marketing in the context of firm strategy selection. The first step in digital marketing is to understand your company and your brand. The next step is to put content and keywords on your web and mobile sites so that they can be found in search. Then use the delivery platforms of digital content, e-mail, social, and mobile, to deploy that content to the customer. The final topics in the book focus on the importance of data management and privacy as well as the emerging roles of analytics, artificial intelligence and marketing automation. Without quality data, no digital marketing program can be successful. This data can then be used in data analytics applications for predictive modeling. After reading this book, the reader will have a good idea of where to start on the path to an integrated digital marketing management strategy. Each chapter concludes with a list of action steps or "what to do next" to get started on implementing a digital marketing strategy as well as review questions and key terminology.

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