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EMarketing: The Essential Guide to Marketing in a Digital World
- Format:
- Book
- Author/Creator:
- Stokes, Rob, author.
- Language:
- English
- Subjects (All):
- Business--Textbooks.
- Business.
- Marketing--Textbooks.
- Marketing.
- Physical Description:
- 1 online resource
- Edition:
- 6th Edition
- Place of Publication:
- Cape Town, South Africa Red & Yellow 2018.
- Language Note:
- In English.
- Summary:
- The newly updated edition - based on Quirk's unique Think, Create, Engage, Optimise structure and processes - includes chapters on the latest marketing trends as well as updated facts and figures and all new real-world case studies showing the application of digital best practice. Other important updates include: Expansion of the THINK section to better position itself as a platform for approaching the rest of the book and the marketing process overall. Enormous improvements to the Market Research and Strategy chapters and the addition of a Content Strategy chapter. New Usability Design chapter. Expansion of the Video Marketing and Mobile chapters to reflect the growing importance of these areas in the digital landscape.
- Contents:
- Part One: Think
- Chapter 1 Strategy and context
- Chapter 2 Understanding customer behavior
- Chapter 3 Data-driven decision making
- Chapter 4 Market research
- Part Two: Create
- Chapter 5 User experience (UX) design
- Chapter 6 Web development and design
- Chapter 7 Mobile channels and apps
- Chapter 8 Search engine optimisation (SEO)
- Chapter 9 Digital copywriting
- Chapter 10 eCommerce
- Part Three: Engage
- Chapter 11 Search advertising
- Chapter 12 Online advertising
- Chapter 13 Social media advertising
- Part Four: Retain
- Chapter 14 Customer relationship management
- Chapter 15 Content marketing strategy
- Chapter 16 Social media platforms
- Chapter 17 Social media strategy
- Chapter 18 Direct marketing: email and mobile
- Chapter 19 Video marketing
- Part Five: Optimise
- Chapter 20 Conversion optimisation
- Chapter 21 Data analytics
- Chapter 22 Appendix: Understanding the Internet
- Chapter 23 Last words
- Notes:
- Description based on online resource
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