The book's target is the executive or middle manager who needs to understand how to incorporate digital marketing into their organization at a strategic level. The book demonstrates how to incorporate digital strategy into firm strategy, focusing on the Resource-Based view, the Value Chain and basic positioning. The book then explains how basic strategy should flow through to the basic four digital marketing technologies, search, social, email and mobile. The importance of quality customer data as the foundation for these strategies is explained. Finally, guidelines for managing the successful implementation of these marketing technologies in the organization are covered. Practical guidelines and case examples will also be provided

lgrsnf/K:\_add\!woodhead\!\IG\BEPB0000356.pdf

nexusstc/Digital marketing management : a handbook for the current (or future) CEO/ea2e036e000ca91138227cba2e88ea0f.pdf

zlib/Business & Economics/Sales & Marketing/Debra Zahay/Digital Marketing Management: A Handbook for the Current (or Future) CEO_2633756.pdf

Debra L Zahay

Digital and social media marketing and advertising collection, New York, New York (222 East 46th Street, New York, NY 10017), 2015

Business Expert Press, New York, New York [222 East 46th Street, New York, NY 10017], 2015

EBL-Schweitzer, Online-ausg, New York, 2015

United States, United States of America

Jan 27, 2015

2015-01-27

lg1423809

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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 website so that they can be found in search. The next step is to use the other 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. I discuss 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. After creating a database with high-quality data, I then briefly discuss the use of analytics in digital marketing. After reading this book, the reader should 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

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.

Content: Foundations --
1. How did we get here? Definitions and background --
2. Strategic thought as it relates to digital marketing --
3. Website design --
Delivery --
4. Search engine marketing --
5. E-mail marketing --
6. Social media and mobile marketing --
Context --
7. Customer relationship management (CRM) and the role of leadership in digital marketing --
8. Legal issues: data privacy, security, and intellectual property --
9. The customer database and analytics --
10. Concluding thoughts --
Appendix. Digital marketing plan outline --
Index.

Cover; Digital Marketing Management: A Handbook for the Current (or Future) CEO; Dedication; Acknowledgments; Contents; List of Figures; Introduction; Foundations; CHAPTER 1: How Did We Get Here? Definitions and Background; CHAPTER 2: Strategic Thought as It Relates to Digital Marketing; CHAPTER 3: Website Design; Delivery; CHAPTER 4: Search Engine Marketing; CHAPTER 5: E-mail Marketing; CHAPTER 6: Social Media and Mobile Marketing; Context; CHAPTER 7: Customer Relationship Management (CRM) and the Role of Leadership in Digital Marketing

CHAPTER 8: Legal Issues: Data privacy, Security, and Intellectual PropertyCHAPTER 9: The Customer Database and Analytics; CHAPTER 10: Concluding Thoughts; APPENDIX: Digital Marketing Plan Outline; Index; Cover

2015-12-23