000 02882cam a22003978i 4500
001 22543818
003 KPTM
005 20241024150550.0
008 220512s2023 enk b 001 0 eng
010 _a 2022020399
020 _a9780367706593
_q(paperback)
020 _a9780367706586
_q(hardback)
020 _z9781003147411
_q(ebook)
040 _aDLC
_beng
_erda
_cDLC
042 _apcc
050 0 0 _aHF5415.1265
_b.C488 2022
082 0 0 _a658.8/72
_223/eng/20220512
100 1 _aCharlesworth, Alan,
_eauthor.
240 1 0 _aInternet marketing
245 1 0 _aDigital marketing :
_ba practical approach /
_cAlan Charlesworth.
250 _aFourth edition.
263 _a2210
264 1 _aMilton Park, Abingdon, Oxon ;
_aNew York :
_bRoutledge,
_c2023.
300 _apages cm
336 _atext
_btxt
_2rdacontent
337 _aunmediated
_bn
_2rdamedia
338 _avolume
_bnc
_2rdacarrier
504 _aIncludes bibliographical references and index.
520 _a"Digital Marketing: A Practical Approach provides a step-by-step and comprehensive guide to implementing the key aspects of digital marketing. Building on the previous editions, this fully updated 4th edition takes an approach that prepares students for an active role in digital marketing. As well as topic-based exercises, the text also includes practical case-study exercises - based on theory and recognized good practice - which will ensure that readers will be able to analyse situations within the work place, identify the most appropriate course of action and implement the strategies and tactics that will help the organization meet its online objectives. Key updates to the new edition include: o The role of the digital influencer. o Direct to Consumer (DTC) and omni-channel retailing. o Individuals' privacy and the role of organizations in gathering and storage of their personal data. o Ethical aspects of digital marketing and its impact on the environment. o SEO and Google's development of the 'zero click'. o Online ad fraud. o Updated online resources available via the author's own site. This essential text equips advanced undergraduate, postgraduate and executive education students with the tools to undertake any digital marketing role within a variety of organizations. Comprehensive support material available online for both students and instructors includes links to articles and opinion pieces, PowerPoint lecturer slides and questions based on the chapter material"--
_cProvided by publisher.
526 _aAB107
_bPMK2253
650 0 _aInternet marketing.
776 0 8 _iOnline version:
_aCharlesworth, Alan.
_tDigital marketing.
_bFourth edition
_dMilton Park, Abingdon, Oxon ; New York : Routledge, 2023
_z9781003147411
_w(DLC) 2022020400
906 _a7
_bcbc
_corignew
_d1
_eecip
_f20
_gy-gencatlg
942 _2lcc
_cBOK
999 _c16117
_d16117