Description
Book SynopsisSachdev''s, Digital Marketing 1e is targeted primarily for undergraduate courses with flexibility to support certificate and graduate programs. Twelve chapters with three foundational chapters covering general topics of digital marketing and seven chapters focused on how to use marketing theory and concepts, in combination with digital marketing tools, to do digital marketing.
Grounded in marketing theory and concepts taking a strategic and analytical approach with global examples
Relevant chapters designed to engage students through Thinking about Global Digital Marketing, Legal and Ethical Issues, Privacy and Security Considerations and Value Creation
Latest digital marketing tools with emphasizing current marketing trends and showcasing how tools should be applied
Hands-on digital marketing exercises, including mocking up a website (using tools, not programming), creating Google search ad campaigns, creating social media and commun
Table of ContentsChapter 1: Digital Marketing in a Digital World
Chapter 2: Creating Value through Digital Marketing Strategy
Chapter 3: Digital Consumer Behavior and Customer Relationship and Experience Management
Chapter 4: Website Marketing Strategy
Chapter 5: Search Engine Optimization (SEO) Strategy
Chapter 6: Search Engine Marketing (SEM) Strategy
Chapter 7: Email Marketing Strategy
Chapter 8: Social Media and Community Marketing Strategy
Chapter 9: Mobile Marketing Strategy
Chapter 10: Digital Brand, Trust, and Reputation Management Strategy
Chapter 11: Digital Marketing Legal, Ethical, Privacy, and Security Considerations
Chapter 12: Trends and the Future of Digital Marketing
