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Digital and Social Media Marketing : A Results-Driven Approach. 3rd ed. デジタル及びソーシャルメディアのマーケティング 第3版
・ISBN 978-1-032-44439-0 hard GB£ 150.00
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・ISBN 978-1-032-43759-0 paper GB£ 41.99
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納品価格につきましては書籍の入荷時点で確定となります。
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| 著者・編者 | Heinze, Aleksej / Fletcher, Gordon / Cruz, A. et al. (eds.), |
|---|---|
| 出版社 | (Routledge, UK) |
| 出版年月 | 2024.08 |
| ページ数 | 362 pp. |
| 言語 | ENG |
| ニュース番号 | ＜723-386＞ |
解説
Now in its third edition, Digital and Social Media Marketing provides a practice-led approach to digital marketing. This highly regarded textbook combines academic theory with practical examples from a range of different organisations worldwide to highlight techniques for the development and maintenance of a successful digital presence. The book's customisable models offer organisations a way to decipher their current situation and plan a clear road map for developing a marketing strategy appropriate for the digital era.
This rich and accessible textbook has been fully updated to reflect the current global landscape. The content of this third edition has been expanded to:
- consider the concept of GDPR as a sound framework for responsible marketing
- offer a greater focus on sustainable marketing throughout, linked to the UN Sustainable Development Goals
- place emphasis on the importance of crisis and reputation management
- explore the latest material in big data, data management and data privacy
- cover the latest in martech trends, particularly related to automation, machine learning and artificial intelligence
- provide new case studies from China, India, Nigeria and across Asia, alongside student activities and questions designed to improve learning outcomes
This textbook provides a hands-on, user-friendly platform to turn skills and knowledge into a strategic advantage. It is ideal for advanced undergraduate, postgraduate and executive students of digital marketing and marketing strategy, as well as for practitioners aiming to be at the cutting edge of digital and social media marketing. Online resources include PowerPoint slides and a test bank.