Digital Marketing Management
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Digital Marketing Management Second Edition
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Author : Debra Zahay
language : en
Publisher:
Release Date : 2020-05-30
Digital Marketing Management Second Edition written by Debra Zahay and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-05-30 with categories.
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 firm strategy selection. The first step in digital marketing is to understand your company and your brand. The next step is to put content and keywords on your web and mobile sites so that they can be found in search. Then use the delivery platforms of digital content, e-mail, social, and mobile, to deploy that content to the customer. The final topics in the book focus on the importance of data management and privacy as well as the emerging roles of analytics, artificial intelligence and marketing automation. Without quality data, no digital marketing program can be successful. This data can then be used in data analytics applications for predictive modeling. After reading this book, the reader will have a good idea of where to start on the path to an integrated digital marketing management strategy. Each chapter concludes with a list of action steps or "what to do next" to get started on implementing a digital marketing strategy as well as review questions and key terminology.
Digital Marketing Management And Transformation By Innovation
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Author : Philip Kotler
language : en
Publisher:
Release Date : 2021-04-05
Digital Marketing Management And Transformation By Innovation written by Philip Kotler and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-04-05 with categories.
Digital Marketing Management and Transformation by Innovation In this ever-changing world, enterprises, organizations and societies are influenced and affected by several mega trends. These include digitalization, disruption - which goes along with the need to transform companies through innovation - and corporate social responsibility. As a result, marketing is undergoing rapid change and must embrace these factors that shape the macro-environment of each and every company and organization. This book describes the guidelines for digital marketing management and transformation by innovation and practically shows how companies and organizations can achieve market-based sustainability via sophisticated digital and social media marketing, transformation through innovation and Marketing 4.0. This holistic "market orientation plus!" enables enterprises to align themselves with the market-focused needs and wants of customers and the interests of all stakeholders. Endorsements 'This book is an indispensable guide for 21st century professional marketers, who seek to leverage their innovation potential, social media marketing communication and holistic approach to win in stakeholder relationship management.' Al Ries, Chairman, Ries & Ries 'In an increasingly digitalized and disrupted world, marketing too has to change. This is the book that will help you master marketing in disruptive times via effective social media marketing, achieve transformation through innovation and implement a holistic Marketing 4.0 framework which results in sustainable growth for companies and organizations alike.' V Kumar, Ph.D., Professor of Marketing, Georgia State University, USA The authors Philip Kotler is the S. C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management, and one of the world's leading authorities on marketing. His writing has defined marketing around the world for the past decades. Philip Kotler is the recipient of numerous awards and honorary degrees. Marc Opresnik is a Distinguished Professor of Marketing at the Technische Hochschule Lübeck as well as a Member of the Board of Directors at SGMI Management Institute St. Gallen and TEDx Speaker. He is Chief Research Officer at Kotler Impact Inc. and a global co-author of marketing legend Philip Kotler. With his many years of international experience, Marc Opresnik is one of the world's most renowned marketing, management and negotiation experts. Kohzoh Takaoka is the Representative Director, President & CEO, Nestlé Japan Ltd. He proposed and built new business models, such as the KITKAT exam campaign and NESCAFÉ AMBASSADOR which increased profit margins. He endeavors to establish a global business model for mature and developed markets by encouraging marketing in all departments, including personnel and sales departments.
Marketing Management Essentials You Always Wanted To Know Second Edition
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Author : Callie Daum
language : en
Publisher: Vibrant Publishers
Release Date : 2020-07-04
Marketing Management Essentials You Always Wanted To Know Second Edition written by Callie Daum and has been published by Vibrant Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-07-04 with Business & Economics categories.
Marketing is both detailed and vague, with many complexities. This book provides new managers and leaders with a foundation in the core issues of marketing: · An overview of marketing and marketing management · Creating a strategic marketing plan · Performing market research · Creating and maintaining customer relationships and customer value Marketing Management Essentials You Always Wanted To Know is part of the Self-Learning Management Series that helps working professionals moving into management roles. The series addresses every aspect of business from HR to finance, marketing, and operations. Each book includes fundamentals, important concepts, and well-known principles, as well as practical applications of the subject matter.
Digital Marketing Management The Road To Success
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Author : Haris MACHLOUZARIDES
language : en
Publisher:
Release Date : 2017-02-24
Digital Marketing Management The Road To Success written by Haris MACHLOUZARIDES and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-02-24 with categories.
Marketing is a field of rapid change and global impact. Marketers need to constantly consider the fast changing environment around them and seek for new ways to manage customer relationships profitably. As competition is intensifying the tools and skills that are required in order to survive and prosper are becoming more complex and multifaceted. New technologies enable marketers to capitalize on market opportunities in distinctive ways towards creating customer value and remain competitive by accumulating business value.Innovative strategic marketing requires skillful and inventive marketing management that is based on knowledge and intuitiveness. The utter aim of strategic marketing is to create customer equity, at a profit. Businesses need to analyse their external and internal environments in order to develop the processes that will firstly enable them understand the expectations of their target markets and secondly satisfy those expectations by developing, promoting, and distributing the right products to the right markets.Businesses need to evolve to make sure they remain competitive by facilitating customer needs. Digital transformation enables the evolution of business models by deploying digital strategies and plans towards delivering customer and business value. The deployment of digital transformation will optimize business processes towards maximizing customer satisfaction and guiding the business to long term growth.Businesses need to establish ongoing relationships with their stakeholders aiming at satisfying their expectations at every point of contact. Content marketing strategy facilitates the development of the business processes required for engaging with stakeholders towards evolving business' brand(s) and successfully managing interactive communications with them. Since people today are constantly bombarded with information, businesses need to refine their marketing communications towards maximizing their potential impact. This can only be achieved by sharing content that people can relate to and find relevant to their needs. By closely monitoring target audiences' content consumption, businesses can evaluate peoples' behaviors and formulate content marketing plans that will maximize peoples' engagement. Engaging people will facilitate understanding of their needs, which as a result will enable marketers to optimize their content marketing strategies to facilitate their satisfaction at every stage of the buying process. The challenge for marketers is to successfully satisfy stakeholders' needs while managing the attainment of business objectives. This dualism can only be attained by closely managing content marketing processes towards optimizing content quality to deliver suitable, targeted, and purposeful content through the appropriate communication channels. Digital marketing communications have revolutionized the nature of marketing, shifting the control of brands' communications to the hands of the customers. Businesses focus is shifting towards understanding customer sentiment and developing relationships with customers to facilitate positive brand experiences. Marketers need to optimize marketing communications to facilitate customer engagement, aiming at maximizing customer equity. Businesses need to thoroughly plan their digital marketing communications so as to optimize their impact on business processes. For maximizing the positive impact of digital marketing communications on the business processes, businesses need to advance their understanding on the media landscape as it is evolving through the introduction of new digital marketing communication channels and appreciate the new role of customers in this model towards engaging into participative marketing processes. People today value innovation, and react positively to the thought of their favorite brands embracing mobile as well. Marketers need to mobilize their offerings to be present where customers are...
Marketing 4 0
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Author : Philip Kotler
language : en
Publisher: John Wiley & Sons
Release Date : 2016-12-05
Marketing 4 0 written by Philip Kotler and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-12-05 with Business & Economics categories.
Marketing has changed forever—this is what comes next Marketing 4.0: Moving from Traditional to Digital is the much-needed handbook for next-generation marketing. Written by the world's leading marketing authorities, this book helps you navigate the increasingly connected world and changing consumer landscape to reach more customers, more effectively. Today's customers have less time and attention to devote to your brand—and they are surrounded by alternatives every step of the way. You need to stand up, get their attention, and deliver the message they want to hear. This book examines the marketplace's shifting power dynamics, the paradoxes wrought by connectivity, and the increasing sub-culture splintering that will shape tomorrow's consumer; this foundation shows why Marketing 4.0 is becoming imperative for productivity, and this book shows you how to apply it to your brand today. Marketing 4.0 takes advantage of the shifting consumer mood to reach more customers and engage them more fully than ever before. Exploit the changes that are tripping up traditional approaches, and make them an integral part of your methodology. This book gives you the world-class insight you need to make it happen. Discover the new rules of marketing Stand out and create WOW moments Build a loyal and vocal customer base Learn who will shape the future of customer choice Every few years brings a "new" marketing movement, but experienced marketers know that this time its different; it's not just the rules that have changed, it's the customers themselves. Marketing 4.0 provides a solid framework based on a real-world vision of the consumer as they are today, and as they will be tomorrow. Marketing 4.0 gives you the edge you need to reach them more effectively than ever before.
Marketing Management
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Author : Santino Spencer
language : en
Publisher: Marketing Management
Release Date : 2023-07-03
Marketing Management written by Santino Spencer and has been published by Marketing Management this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-07-03 with categories.
MARKETING MANAGEMENT - 8 MANUSCRIPTS IN 1 BOOK, INCLUDING: 1) MARKETING STRATEGY: 7 Easy Steps to Master Marketing Fundamentals, Advertising Strategy, Marketing Management & Research. 2) BUSINESS BRANDING: 7 Easy Steps to Master Brand Management, Reputation Management, Business Communication & Storytelling. 3) DIGITAL MARKETING: 7 Easy Steps to Master PPC Advertising, Affiliate Marketing, Email Marketing & Online Retargeting. 4) SOCIAL MEDIA MARKETING: 7 Easy Steps to Master Social Media Advertising, Influencer Marketing & Platform Audience Growth. 5) MARKETING ANALYTICS: 7 Easy Steps to Master Marketing Metrics, Data Analysis, Consumer Insights & Forecasting Modeling. 6) CONTENT MARKETING: 7 Easy Steps to Master Content Strategy, Content Creation, Search Engine Optimization & Copywriting. 7) BUSINESS DEVELOPMENT: 7 Easy Steps to Master Growth Hacking, Lead Generation, Sales Funnels, Traffic & Viral Marketing. 8) MOBILE MARKETING: 7 Easy Steps to Master Mobile Strategy, Mobile Advertising, App Marketing & Location Based Marketing. START MARKETING MANAGEMENT TODAY!
Digital Marketing And Consumer Engagement Concepts Methodologies Tools And Applications
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Author : Management Association, Information Resources
language : en
Publisher: IGI Global
Release Date : 2018-01-05
Digital Marketing And Consumer Engagement Concepts Methodologies Tools And Applications written by Management Association, Information Resources and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-01-05 with Business & Economics categories.
Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. To achieve this goal, companies must utilize current digital tools to create a strong online presence. Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications is an innovative reference source for the latest academic material on emerging technologies, techniques, strategies, and theories in the promotion of brands through forms of digital media. Highlighting a range of topics, such as mobile commerce, brand communication, and social media, this multi-volume book is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.
Digital Marketing
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Author : Yoram (Jerry) Wind
language : en
Publisher: John Wiley & Sons
Release Date : 2002-02-28
Digital Marketing written by Yoram (Jerry) Wind and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002-02-28 with Business & Economics categories.
"Digital Marketing" ist der Auftakt zu einer neuen Buchreihe von Whartons berühmtem 'SEI Centre for Advanced Studies in Management' unter der Leitung von Professor Jerry Wind. Dieser Band konzentriert sich auf Marketingstrategien, Methoden und Fälle im internationalen E-Business. Mit Beiträgen von international führenden Experten amerikanischer Top-Business Schools, wie z.B. Wharton, der Universitäten von Texas und Columbia, der Harvard Universität, der Northwestern Universität, der Universitäten von Michigan und Duke sowie des Massachusetts Institute of Technology (MIT). Darüber hinaus gibt es auch ausgewählte Aufsätze von internationalen Experten aus Wissenschaft und Praxis. Profitieren auch Sie von den besten globalen Ideen und den neuesten Erkenntnissen im digitalen Marketing.
Contemporary Issues In Digital Marketing
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Author : Outi Niininen
language : en
Publisher: Routledge
Release Date : 2021-11-29
Contemporary Issues In Digital Marketing written by Outi Niininen and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-11-29 with Business & Economics categories.
This book presents a comprehensive overview of the key topics, best practices, future opportunities and challenges in the Digital Marketing discourse. With contributions from world-renowned experts, the book covers: Big Data, Artificial Intelligence and Analytics in Digital Marketing Emerging technologies and how they can enhance User Experience How ‘digital’ is changing servicescapes Issues surrounding ethics and privacy Current and future issues surrounding Social Media Key considerations for the future of Digital Marketing Case studies and examples from real-life organisations Unique in its rigorous, research-driven and accessible approach to the subject of Digital Marketing, this text is valuable supplementary reading for advanced undergraduate and postgraduate students studying Digital and Social Media Marketing, Customer Experience Management, Digital Analytics and Digital Transformation.
Digital Marketing That Actually Works The Ultimate Guide
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Author : Melissa Byers
language : en
Publisher: That Actually Works
Release Date : 2019-02
Digital Marketing That Actually Works The Ultimate Guide written by Melissa Byers and has been published by That Actually Works this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-02 with Business & Economics categories.
Digital Marketing That Actually Works is your roadmap to understanding and implementing digital marketing that gets results. This book takes you from digital marketing strategy to channels to tactics to tools to measurement to prioritization - giving you a strong foundation in how to use digital marketing to grow your business, brand or organization. This book is for business professionals and marketers who want a strong grasp of the core concepts in digital marketing - what they are, how they work and how to implement them for growth. Covering strategy, best practices and implementation, this is The Ultimate Guide with no hype - just solid strategies, tactics and tools that actually work. Who can benefit from this book? - MARKETERS AND AGENCIES - Wanting to implement digital marketing best practices and round out their digital knowledge. - CEOS AND EXECUTIVES - Needing a solid understanding of how to strategically use digital to fuel their growth. - ENTREPRENEURS AND STARTUPS - Wanting to harness the power of digital marketing to grow their business. - BRAND MANAGERS - Needing to understand how to best use digital marketing strategically and drive better results. - AGENCIES - Wanting to provide lasting value for their clients with a comprehensive approach to digital. - BUSINESS PROFESSIONALS - Wanting to have a solid understanding of the fastest growing area of marketing and business growth. - DIGITAL TRANSFORMATION TEAMS - Looking to be sure that core areas of digital are used strategically to fuel business growth. This book covers the core aspects of digital marketing: - How to build a plan - Creating a digital marketing strategy - Assessing the digital landscape - Defining your target audience for digital - Digital content strategy and optimization - Social Media Marketing - Digital Advertising - SEO (Search Engine Optimization) - Websites - Conversational marketing (reviews, influencers, advocates and more) - Email marketing - CRM - Mobile marketing (including Messenger and Chatbots) - Digital marketing measurement - Digital marketing analytics and optimization - Digital ROI (return on investment) - Prioritizing digital marketing - Building your digital marketing plan. If you want to take your digital marketing knowledge and results to the next level read this book! Based on over 10 years of working with businesses on digital marketing, Digital Marketing that Actually Works is a comprehensive guide to everything a savvy business professional or marketer should understand about digital marketing. There is no hype. No gimmicks. Just clear, practical, actionable content based on what actually works to grow businesses. As a BONUS this book includes a FREE DOWNLOAD action planner and additional resources to help you implement what you learn.