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Digital Marketing Management: A Handbook for the Current (or Future) CEO - Couverture souple

Zahay, Debra

 
9781606499245: Digital Marketing Management: A Handbook for the Current (or Future) CEO
Couverture souple
ISBN 10 : 1606499246 ISBN 13 : 9781606499245
Editeur : Business Expert Press, 2015

Synopsis

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 rm strategy selection. The rst step in digital marketing is to understand your company and your brand. The second step is to put content and keywords on your website so that they can be found in search. Third, use the other delivery platforms of digital marketing, e-mail, social, and mobile, to deploy that content to the customer. The nal topics in the book focus on the importance of data management and privacy. The author discusses how to develop a database and to create an organization that puts data quality at its center. These practices are as critical to digital marketing success as the delivery platforms. Without quality data, no digital marketing program can be successful.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

Dr. Debra Zahay is full professor of marketing and director of the Master of Science in digital marketing and analytics at St. Edward's University in Austin Texas. She holds her PhD from the University of Illinois, Urbana, -Champaign, her MBA from Northwestern University in Evanston, Illinois, her JD from Loyola University in Chicago, Illinois and her AB from Washington University in St. Louis, Missouri. Dr. Zahay researches how firms use customer information for competitive advantage. She has published extensively and presented her work at many academic and practitioner conferences. She has co-authored two additional textbooks in digital and social media marketing.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Business Expert Press
Date d'édition
2015
Langue
anglais
ISBN 10 
1606499246
ISBN 13 
9781606499245
Reliure
Broché
Nombre de pages
170
Coordonnées du fabricant
non disponible
Personne responsable
gpsr@libri.de
gpsr@libri.de

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