ISBN 13 : 978-1-292-24157-9

Sommaire :
Part 1 Digital marketing fundamentals
1 Introducing digital marketing
Online marketplace analysis: micro-environment
3 The DIGITAL macro-environment

Part 2 Digital marketing strategy development
4 Digital marketing strategy
5 Digital media and the marketing mix
6 Relationship marketing using digital platforms

Part 3 Digital marketing: implementation and practice
7 Delivering the online customer experience
8 Campaign planning for digital media
9 Marketing communications using digital media channels
10 Evaluation and improvement of digital channel performance

Glossary
Index

Langue : Anglais

Edition : 7ème

Localisation : Bibliothèque Campus de Nice

Support : Papier

Etat : Présent

Propriétaire : Bibliothèque