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Absolute essentials of digital marketing / Alan Charlesworth.

By: Material type: TextTextSeries: Absolute essentials of business and economicsPublisher: Abingdon, Oxon ; New York, NY : Routledge, 2021Description: xv, 101 pages ; 22 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9780367611163
Subject(s): Additional physical formats: Online version:: Absolute essentials of digital marketingDDC classification:
  • 658.872 C380a 23
LOC classification:
  • HF5415.1265 C486 2020
Contents:
The digital marketing landscape -- Search engine optimization -- Website development -- The retail website -- The B2B website -- Advertising online -- Email marketing -- Marketing on social media -- Metrics and analytics.
Summary: "This shortform textbook provides readers with a comprehensive yet concise overview of the fundamentals of Digital Marketing. The author, a well-renowned teacher and writer on the subject, presents a concise and clear structure that works step by step through each of the core aspects of the subject, including SEO, metrics and analytics, web development, e-commerce, social media and digital marketing strategy. Presented in nine chapters to suit delivery periods at both undergraduate and postgraduate levels, the book can be used as either a core text that gives tutors a sound platform on which to structure a module on digital marketing or as supporting text where digital marketing is an element of a module with a broader scope, such as strategic marketing. Pedagogical features include an essential summary paragraph at the start of each chapter, focused references and further reading. There is also online teaching and learning support for both in-class and digital delivery, including suggested case studies, chapter questions and other activities"-- Provided by publisher.
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Holdings
Item type Current library Shelving location Call number Copy number Status Date due Barcode
Books Books Main Library Graduate School Library GRD 658.872 C380a 2021 (Browse shelf(Opens below)) 1-1 Available 030116

Includes bibliographical references and index.

The digital marketing landscape -- Search engine optimization -- Website development -- The retail website -- The B2B website -- Advertising online -- Email marketing -- Marketing on social media -- Metrics and analytics.

"This shortform textbook provides readers with a comprehensive yet concise overview of the fundamentals of Digital Marketing. The author, a well-renowned teacher and writer on the subject, presents a concise and clear structure that works step by step through each of the core aspects of the subject, including SEO, metrics and analytics, web development, e-commerce, social media and digital marketing strategy. Presented in nine chapters to suit delivery periods at both undergraduate and postgraduate levels, the book can be used as either a core text that gives tutors a sound platform on which to structure a module on digital marketing or as supporting text where digital marketing is an element of a module with a broader scope, such as strategic marketing. Pedagogical features include an essential summary paragraph at the start of each chapter, focused references and further reading. There is also online teaching and learning support for both in-class and digital delivery, including suggested case studies, chapter questions and other activities"-- Provided by publisher.

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