Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing

Dave Chaffey, PR Smith

  • 出版商: Routledge
  • 出版日期: 2017-03-24
  • 售價: $2,300
  • 貴賓價: 9.5$2,185
  • 語言: 英文
  • 頁數: 690
  • 裝訂: Paperback
  • ISBN: 1138191701
  • ISBN-13: 9781138191709
  • 相關分類: Excel行銷/網路行銷 Marketing
  • 海外代購書籍(需單獨結帳)

商品描述

Now in its fifth edition, the hugely popular Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing is fully updated, keeping you in line with the changes in this dynamic and exciting field and helping you create effective and up-to-date customer-centric digital marketing plans.

A practical guide to creating and executing digital marketing plans, it combines established approaches to marketing planning with the creative use of new digital models and digital tools. It is designed to support both marketers and digital marketers, and students of business or marketing who want a thorough yet practical grounding in digital marketing.

Written by two highly experienced digital marketing consultants, the book shows you how to:

  • Draw up an outline digital marketing plan
  • Evaluate and apply digital marketing principles and models
  • Integrate online and offline communications
  • Implement customer-driven digital marketing
  • Reduce costly trial and error
  • Measure and enhance your digital marketing
  • Learn best practices for reaching and engaging your audiences using the key digital marketing platforms like Apple, Facebook, Google and Twitter.

This new edition seamlessly integrates the latest changes in social media technology, including expanded coverage of mobile technology, demonstrating how these new ways to reach customers can be integrated into your marketing plans. It also includes new sections on data analytics, clearly demonstrating how marketers can leverage data to their advantage.

Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, Fifth Edition, provides a vital reference point for all students and managers involved in marketing strategy and implementation.

商品描述(中文翻譯)

現在已經是第五版的《數位行銷卓越:規劃、優化和整合線上行銷》大受歡迎,完全更新,讓您與這個充滿變化和刺激的領域保持同步,並幫助您創建有效且最新的以客戶為中心的數位行銷計劃。

這本實用指南結合了傳統的行銷規劃方法和新數位模型和數位工具的創造性使用,旨在支持行銷人員、數位行銷人員以及希望在數位行銷領域獲得全面且實用基礎的商業或行銷學生。

本書由兩位經驗豐富的數位行銷顧問撰寫,向您展示如何:
- 擬定數位行銷計劃大綱
- 評估並應用數位行銷原則和模型
- 整合線上和線下溝通
- 實施以客戶為導向的數位行銷
- 減少昂貴的試誤成本
- 測量和增強您的數位行銷
- 學習使用蘋果、Facebook、Google和Twitter等主要數位行銷平台來接觸和吸引您的受眾的最佳實踐。

這本新版無縫地整合了社交媒體技術的最新變化,包括對移動技術的擴展覆蓋,展示了如何將這些新的接觸客戶方式整合到您的行銷計劃中。它還包括關於數據分析的新章節,清楚地展示了行銷人員如何利用數據為自己帶來優勢。

《數位行銷卓越》第五版提供了一個高度結構化和易於理解的指南,對於所有參與行銷策略和實施的學生和經理來說,它是一個重要的參考點。