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eISBN : 9781292077611

Sommaire : Preface
About the authors
Acknowledgements
Part 1 Digital marketing fundamentals

1 Introducing digital marketing
Online marketplace analysis: micro-environment
3 The online macro-environment

Part 2 Digital marketing strategy development

4 Digital marketing strategy
5 The impact of digital media and technology on 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
11 Business-to-consumer digital marketing practice
12 Business-to-business digital-marketing practice
Glossary
Index

Langue : Anglais

Edition : 6ème

Localisation : Bibliothèque Campus de Nice

Support : Numérique

Etat : Présent

Propriétaire : Bibliothèque