The Resource Digital marketing management : a handbook for the current (or future) CEO, Debra Zahay

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

Label
Digital marketing management : a handbook for the current (or future) CEO
Title
Digital marketing management
Title remainder
a handbook for the current (or future) CEO
Statement of responsibility
Debra Zahay
Creator
Contributor
Author
Provider
Subject
Language
eng
Summary
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 website so that they can be found in search. The next step is to use the other 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. I discuss how to develop a database and to create an organization that puts data quality at its center. These practices are as critical to digital marketing success as the delivery platforms. Without quality data, no digital marketing program can be successful. After creating a database with high-quality data, I then briefly discuss the use of analytics in digital marketing. After reading this book, the reader should 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
Member of
Cataloging source
MiAaPQ
http://library.link/vocab/creatorName
Zahay, Debra L
Index
index present
LC call number
HF5415.1265
LC item number
.Z243 2015
Literary form
non fiction
Nature of contents
  • dictionaries
  • abstracts summaries
  • bibliography
http://library.link/vocab/relatedWorkOrContributorName
ProQuest Ebook Central
Series statement
Digital and social media marketing and advertising collection,
http://library.link/vocab/subjectName
Internet marketing
Target audience
specialized
Label
Digital marketing management : a handbook for the current (or future) CEO, Debra Zahay
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type MARC source
rdacontent
Contents
Foundations -- 1. How did we get here? Definitions and background -- 2. Strategic thought as it relates to digital marketing -- 3. Website design -- Delivery -- 4. Search engine marketing -- 5. E-mail marketing -- 6. Social media and mobile marketing -- Context -- 7. Customer relationship management (CRM) and the role of leadership in digital marketing -- 8. Legal issues: data privacy, security, and intellectual property -- 9. The customer database and analytics -- 10. Concluding thoughts -- Appendix. Digital marketing plan outline -- Index
Dimensions
unknown
Edition
First edition.
Extent
1 online resource (xvii, 146 pages)
Form of item
online
Governing access note
Access restricted to authorized users and institutions
Isbn
9781606499252
Media category
computer
Media MARC source
rdamedia
Sound
unknown sound
Specific material designation
remote
System control number
  • (OCoLC)902646029
  • (CaBNVSL)swl00404651
  • (MiAaPQ)EBC1934295
  • (Au-PeEL)EBL1934295
  • (CaPaEBR)ebr11011865
  • (CaONFJC)MIL716222
  • (OCoLC)902956677
Label
Digital marketing management : a handbook for the current (or future) CEO, Debra Zahay
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type MARC source
rdacontent
Contents
Foundations -- 1. How did we get here? Definitions and background -- 2. Strategic thought as it relates to digital marketing -- 3. Website design -- Delivery -- 4. Search engine marketing -- 5. E-mail marketing -- 6. Social media and mobile marketing -- Context -- 7. Customer relationship management (CRM) and the role of leadership in digital marketing -- 8. Legal issues: data privacy, security, and intellectual property -- 9. The customer database and analytics -- 10. Concluding thoughts -- Appendix. Digital marketing plan outline -- Index
Dimensions
unknown
Edition
First edition.
Extent
1 online resource (xvii, 146 pages)
Form of item
online
Governing access note
Access restricted to authorized users and institutions
Isbn
9781606499252
Media category
computer
Media MARC source
rdamedia
Sound
unknown sound
Specific material designation
remote
System control number
  • (OCoLC)902646029
  • (CaBNVSL)swl00404651
  • (MiAaPQ)EBC1934295
  • (Au-PeEL)EBL1934295
  • (CaPaEBR)ebr11011865
  • (CaONFJC)MIL716222
  • (OCoLC)902956677

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