Digital Marketing : Strategic Planning & Integration Second Edition

Categories: Business AND Economics

Year: 2022

Edition: 2

Publisher: Sage Publications Limited

Language: English

Pages: 408

ISBN 10: 1529742803

ISBN 13: 9781529742800

File: PDF, 14.8 MB

An unbiased, balanced guide to all aspects of digital marketing, from social media, mobile and VR marketing to objectives, metrics and analytics. Covering all aspects of digital marketing planning and the latest models, the book also offers a range of tools to help implement your own digital marketing plans and strategies.

The second edition has been expanded to include new discussions and research on areas including digital privacy, types of influencers, social listening and the gig economy.  

Key features:

• Supported by case examples from 28 global companies and brands including IKEA, Uber, Klarna and TikTok.
• A brand-new case study on Strava runs throughout the book to help you apply what you’ve learnt to real-world scenarios.
• ‘Ethical Insight’ boxes provide a reflective and challenging look at social issues and the negative side of marketing.
• ‘Digital Tool’ boxes introduce professional tools, such as ‘Spot the Troll’, Hootsuite and Padlet.
• The ‘Smartphone Sixty Seconds’ feature provides super-quick online activities using needing only your phone.
• Includes a new ‘Journal of Note’ feature in each chapter, to direct you to a key source of further reading.
• Worked digital marketing plan. 
• Complimented by online resources, including PowerPoint slides, and Instructor’s Manual, quizzes, recommended video links and free SAGE Journal articles.

Suitable for digital and e-marketing courses at all levels, as well as professional courses for anyone interested in gaining a holistic understanding of digital marketing.

About the Author

Annmarie Hanlon teaches Digital and Social Media Marketing at the Cranfield School of Management and is a practitioner working on digital marketing strategy and social media projects with regional, national and international organisations.

Originally a graduate in French and Linguistics, she subsequently gained a Masters in Business Administration, focusing on marketing planning. She studied for the Chartered Institute of Marketing Diploma for which she won the Worshipful Company of Marketors’ award for the best worldwide results. As an early adopter, working in ‘online marketing’ since 1990, Dr Hanlon is a Fellow of the Chartered Institute of Marketing, a Member of the Marketing Institute Ireland and a Liveryman of the Worshipful Company of Marketors. A past winner of the Mais Scholarship, her research interests include the strategic use of digital marketing and social media in organisations, differences in practice between generations and ethical issues in practice.

Annmarie’s SAGE textbooks include Digital Marketing, Strategic Planning and Integration and The Digital Marketing Planner.