Digital marketing : tools, techniques and best practices for graduate students and managers / Klaus Solberg Söilen.
- 作者： Søilen, Klaus Solberg.
- 其他題名：
- Springer texts in business and economics.
- 出版： Cham, Switzerland : Springer c2024.
- 叢書名： Springer texts in business and economics,
- 主題： Internet marketing.
- ISBN： 9783031695179 (hbk.): NT$3950
- 書目註：Includes bibliographical references and index.
-
讀者標籤：
- 系統號： 005182473 | 機讀編目格式
館藏資訊
摘要註
This textbook balances the theory of digital marketing with the practical skills for prospective marketers in professional organizations, both public and private. It begins with an introduction to the digital landscape following the structure of market segmentation, B2C, B2B applications, as a starting point, of digital marketing. It then takes the readers through the customer journey, use of social media, and the rising importance of video-based communication. Given this background, students will learn the organization, technical skills and project management needed for digital marketing, including online public relations, communications, and internet branding. An extensive summary of strategies necessary to work with digital marketing in a longer perspective is also provided -- Provided by publisher.