建國科技大學圖書館 |

語系: 繁體中文

說明(常見問題)

圖書館個人資料蒐集告知聲明

登入

回首頁

切換: 標籤 | MARC模式 | ISBD

Digital marketing management : a han...

Zahay, Debra L.

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

紀錄類型:	書目-語言資料,印刷品 : 單行本
副題名:	a handbook for the current (or future) CEO
作者:	ZahayDebra L.,
出版地:	New York, NY
出版者:	Business Expert Press;
出版年:	c2020.
版本:	2nd ed.
面頁冊數:	xv, 169 p.ill. : 23 cm.;
集叢名:	Digital and social media marketing and advertising collection
標題:	Internet marketing. -
標題:	Business planning. -
摘要註:	"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 web and mobile sites so that they can be found in search. Then use the 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 as well as the emerging roles of analytics, artificial intelligence and marketing automation. Without quality data, no digital marketing program can be successful. This data can then be used in data analytics applications for predictive modeling. After reading this book, the reader will 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."--Back cover.
ISBN:	9781951527921
內容註:	Part I. Foundations. Chapter 1. How did we get here? Definitions and background ; Chapter 2. Creating the strategic digital marketing objective ; Chapter 3. Web and mobile design Part II. Delivery. Chapter 4. Search engine marketing ; Chapter 5. E-mail marketing ; Chapter 6. Content marketing, social media and the role of mobile Part III. Context. Chapter 7. Customer relationship management (CRM) and the role of leadership in digital marketing ; Chapter 8. Legal issues: data privacy, security, and intellectual property ; Chapter 9. The customer database, analytics, and the data-driven organization ; Chapter 10. Managing the digital marketing enterprise in a world of marketing automation ; Chapter 11. Concluding thoughts.

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

Digital marketing management : a handbook for the current (or future) CEO / Debra Zahay. - 2nd ed.. - New York, NY : Business Expert Press, c2020.. - xv, 169 p. ; ill. ; 23 cm.. - (Digital and social media marketing and advertising collection).
Part I. Foundations. Chapter 1. How did we get here? Definitions and background ; Chapter 2. Creating the strategic digital marketing objective ; Chapter 3. Web and mobile design.
Includes bibliographical references and index..
ISBN 9781951527921ISBN 1951527925
Internet marketing.Business planning.

Digital marketing management : a handbook for the current (or future) CEO
LDR:02951cam a2200277 450 001 393719
010 1 $a 9781951527921 $b pbk. $d NT1028
010 1 $a 1951527925 $b pbk.
010 1 $z 9781951527938 $b ebk.
100 $a 20210910d2020 k y0engy50 b
101 0 $a eng
102 $a us
105 $a a a 001yy
200 1 $a Digital marketing management $e a handbook for the current (or future) CEO $f Debra Zahay.
205 $a 2nd ed.
210 $a New York, NY $c Business Expert Press $d c2020.
215 1 $a xv, 169 p. $c ill. $d 23 cm.
225 2 $a Digital and social media marketing and advertising collection $x 2333-8822
320 $a Includes bibliographical references and index.
327 1 $a Part I. Foundations. Chapter 1. How did we get here? Definitions and background ; Chapter 2. Creating the strategic digital marketing objective ; Chapter 3. Web and mobile design $a Part II. Delivery. Chapter 4. Search engine marketing ; Chapter 5. E-mail marketing ; Chapter 6. Content marketing, social media and the role of mobile $a Part III. Context. Chapter 7. Customer relationship management (CRM) and the role of leadership in digital marketing ; Chapter 8. Legal issues: data privacy, security, and intellectual property ; Chapter 9. The customer database, analytics, and the data-driven organization ; Chapter 10. Managing the digital marketing enterprise in a world of marketing automation ; Chapter 11. Concluding thoughts.
330 $a "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 web and mobile sites so that they can be found in search. Then use the 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 as well as the emerging roles of analytics, artificial intelligence and marketing automation. Without quality data, no digital marketing program can be successful. This data can then be used in data analytics applications for predictive modeling. After reading this book, the reader will 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."--Back cover.
410 0 $1 2001 $a Digital and social media marketing and advertising collection.
410 0 $1 2001 $a Digital and social media marketing and advertising collection $x 2333-8822
517 1 $a For the current or future chief executive officer $z eng
606 $a Internet marketing. $2 lc $3 27966
606 $a Business planning. $2 lc $3 112072
676 $a 658.802 $v 23
680 $a HF5415.1265 $b .Z34 2020
700 1 $a Zahay $b Debra L. $3 385931
801 0 $a cw $b CTU $c 20210910 $g AACR2