Digital marketing: a practical approach (Record no. 295)

MARC details
000 -LEADER
fixed length control field 03079nam a22001937a 4500
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20210122173226.0
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
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020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9781138039568
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 658.872
Item number CHA
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Charlesworth, Alan
245 ## - TITLE STATEMENT
Title Digital marketing: a practical approach
250 ## - EDITION STATEMENT
Edition statement 3rd
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Name of publisher, distributor, etc. Routledge
Place of publication, distribution, etc. New York
Date of publication, distribution, etc. 2018
300 ## - PHYSICAL DESCRIPTION
Extent xxv, 326 p.
365 ## - TRADE PRICE
Price type code GBP
Price amount 43.99
520 ## - SUMMARY, ETC.
Summary, etc. Description<br/>As in the previous editions of this book, whilst strategic issues are included where appropriate, by concentrating on the operational and functional aspects of this dynamic subject, Digital Marketing: A Practical Approach provides a step-by-step guide to implementing the key aspects of online marketing. Similarly, although primarily aimed at an academic market, the practical – rather than purely theoretical – nature of the book means that it will be equally useful in both training and self-learning scenarios.<br/><br/>After reading this book - and completing the exercises within it - the reader will be equipped to undertake any digital marketing role within a variety of organizations. The practical case-study exercises - based on theory and recognized good practice - will ensure that readers will be able to analyse situations within the work place, identify the most appropriate course of action and implement the strategies and tactics that will help the organization meet its online objectives.<br/><br/>A key aspect to this digital marketing book is the use of a number of bespoke case studies that are designed to make clear how the impact of each online application varies between organizations and markets. For each section of every chapter there is a case study question that is pertinent to that subject - though readers are welcome to switch case studies for each question if they so wish, or even substitute their own organization. This makes the book an excellent text for work-based learning programmes such as Degree Apprenticeships.<br/><br/>As the subject has evolved in recent years, so too has the structure of the third edition of this book. The book is now in two distinct parts.<br/><br/>Part I considers the environment in which digital marketing is practised, digital buyer behaviour<br/><br/>and has a chapter that includes sections covering strategic digital issues such as content marketing,<br/><br/>attribution, influencers and digital marketing objectives.<br/><br/>Part II replicates the successful structure of the first two editions of the book by having chapters<br/><br/>devoted to the key elements of operational digital marketing. Essential updates made necessary by<br/><br/>both technology and consumer behaviour are made to all elements, but specifically to programmatic<br/><br/>advertising and marketing on social media. There is also the addition of a chapter devoted to e-metrics<br/><br/>and online analytics. Online support and subject updates that both complement and enhance each<br/><br/>chapter’s content can be found on the author’s website at AlanCharlesworth.com/DigitalMarketing.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Internet marketing
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Source of classification or shelving scheme Dewey Decimal Classification
Koha item type Book
Holdings
Withdrawn status Lost status Source of classification or shelving scheme Damaged status Not for loan Collection code Bill No Bill Date Home library Current library Shelving location Date acquired Source of acquisition Cost, normal purchase price Total Checkouts Full call number Accession Number Date last seen Date checked out Copy number Cost, replacement price Price effective from Koha item type
    Dewey Decimal Classification     Marketing IN28553 08-08-2019 Indian Institute of Management LRC Indian Institute of Management LRC General Stacks 08/19/2019 Overseas Press India Private 2640.80 6 658.872 CHA 000711 03/18/2023 03/13/2023 1 3941.50 09/03/2019 Book

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