Digital marketing strategy : (Record no. 56773)

MARC details
000 -LEADER
fixed length control field 06497nam\a2200373\a\4500
001 - CONTROL NUMBER
control field 56773
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20231204105930.0
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 231104s2022 pau ob 001 0 eng
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
ISBN 9781398605992
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
Cancelled/invalid ISBN 9781398605978
040 ## - CATALOGING SOURCE
Original cataloging agency DLC
Language of cataloging eng
Description conventions rda
Transcribing agency DLC
Modifying agency BD-DhIUB
082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 658.872
Edition number 23
Item number K521d
084 ## - OTHER CLASSIFICATION NUMBER
Source of number bisacsh
100 1# - MAIN ENTRY--PERSONAL NAME
Personal name Kingsnorth, Simon,
Relator term author.
245 10 - TITLE STATEMENT
Title Digital marketing strategy :
Remainder of title an integrated approach to online marketing /
Statement of responsibility, etc Simon Kingsnorth.
250 ## - EDITION STATEMENT
Edition statement 2rd edition
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication, distribution, etc United States:
Name of publisher, distributor, etc Kogan Page Limited,
Date of publication, distribution, etc 2022
300 ## - PHYSICAL DESCRIPTION
Extent 1 online resource.
504 ## - BIBLIOGRAPHY, ETC. NOTE
Bibliography, etc Includes bibliographical references and index.
505 8# - FORMATTED CONTENTS NOTE
Formatted contents note Machine generated contents note: About the author -- About the contributors Introduction -- What is a digital strategy? -- What's the story of this book? -- How to get the most from this book 01 What is digital marketing? -- A history of digital marketing -- The 4 Ps of marketing -- Porter's five forces -- Brand or perceptual positioning map -- Customer lifetime value -- Segmentation -- Boston Consulting Group matrix -- Summary -- Further reading -- References 02 Aligning with your business strategy -- Customer centricity -- Business model -- Global strategy -- Brand -- Vision -- Culture -- Research and insight -- KPIs -- Summary -- Further reading -- References 03 Barriers and considerations -- Technology -- Skills -- Budget and resources -- Business priorities -- Regulation -- Summary -- Further reading -- References 04 Planning -- The planning process -- The phased approach -- Goals -- Objectives and strategies -- Action plans -- Controls -- People -- Budgeting and forecasting -- Summary -- Further reading 05 Search engine optimization -- A history of SEO -- Researching your SEO strategy -- Technical SEO -- Site structure -- Content -- Mobile -- Location -- Penalties -- Organizational structure and SEO -- Summary -- Further reading -- References 06 Paid search -- An introduction to paid search -- Setting up a campaign -- Measurement and optimization -- Advanced paid search -- Managing paid search campaigns - humans versus robots -- Summary -- Further reading 07 Display -- A brief history -- Programmatic advertising -- Types and formats of display advertising -- Ad servers and technological delivery -- Types of display campaign -- Planning and targeting display campaigns -- Display campaign measurement and attribution modelling -- Summary -- Further reading -- References 08 Social media -- History of social media -- Should I or shouldn't I? -- Customer service and reputation management -- The SEO angle -- Where to start? -- Types of social media -- Content -- Social advertising -- Measurement -- Summary -- References 09 User experience and transformation -- User experience (UX) -- Digital transformation -- Summary -- Further reading -- References 10 CRM and retention -- Defining CRM and retention -- Contact strategy -- Cross-selling and up-selling -- Predictive analytics -- CRM systems -- Social CRM (SCRM) -- Loyalty -- Summary -- Further reading -- References 11 True personalization -- What is personalization? -- Defining true personalization -- User-defined personalization -- Behavioural personalization -- Tactical personalization -- Single customer view -- Summary -- Further reading -- References 12 Customer service -- Customer service principles -- Channels -- Social customer service -- Measurement -- Summary -- Further reading -- References 13 Content strategy -- What is content marketing? -- What is content? -- What content types should you use? -- Why content marketing? -- People and process for creating content -- Distribution -- Measuring the value of content -- International content -- Audit checklist -- Summary -- Further reading -- References 14 Analytics and reporting -- The data landscape -- The reliability of data-based decisions -- What are analytics? -- Tools and technology -- Attribution modelling -- Reporting -- Summary -- Further reading -- References 15 Presenting your strategy -- Decision making -- Budget -- Key channel benefits -- How channels interact -- Website -- Further considerations -- Structuring your proposal -- Advocacy -- Summary -- Further reading -- References Bringing it all together -- Index.
520 ## - SUMMARY, ETC.
Summary, etc "Digital and social media are essential aspects of a marketing department's function; therefore, it is important that they are integrated into the organization's wider goals. Uniting digital marketing techniques with business strategy and established marketing models such as the 7 P's, Porter's Five Forces, and Customer Lifetime Value, author Simon Kingsnorth demonstrates how to formulate the best strategy for a company. Rather than presenting a "one size fits all" model, Kingsnorth brings various strategies to life through case studies, charts, illustrations, and checklists. Digital Marketing Strategy covers what digital marketing is, how to budget and forecast, acquisition, personalization, customer service, user experience, content strategy, how to analyze and perform social measurements, and how to structure and present a digital marketing plan in order to win support and funding"--
520 ## - SUMMARY, ETC.
Summary, etc "The modern marketer needs to learn how to employ strategic thinking alongside the use of digital media to deliver measurable and accountable business success. Digital Marketing Strategy covers the essential elements of achieving exactly this by guiding you through every step of creating your perfect digital marketing strategy. It contains analysis of the essential techniques and platforms of digital marketing including social media, content marketing, SEO, user experience, personalization, display advertising and CRM, as well as the broader aspects of implementation including planning, integration with overall company aims and presenting to decision makers"--
526 ## - STUDY PROGRAM INFORMATION NOTE
School name School of Business and Entrepreneurship
Department Marketing
Shelving Location Reference Stacks
541 ## - IMMEDIATE SOURCE OF ACQUISITION NOTE
Source of acquisition Karim International
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Electronic commerce
General subdivision Management.
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Internet marketing.
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Strategic planning.
650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element BUSINESS & ECONOMICS / Marketing / General.
Source of heading or term bisacsh
650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element BUSINESS & ECONOMICS / E-Commerce / Internet Marketing.
Source of heading or term bisacsh
650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element BUSINESS & ECONOMICS / Strategic Planning.
Source of heading or term bisacsh
776 08 - ADDITIONAL PHYSICAL FORM ENTRY
Display text Print version:
Main entry heading Kingsnorth, Simon, author.
Title Digital marketing strategy
Edition 1st Edition.
Place, publisher, and date of publication Philadelphia, PA : Kogan Page, 2016
International Standard Book Number 9780749474706
Record control number (DLC) 2016007169
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Source of classification or shelving scheme Dewey Decimal Classification
Koha item type Books
Holdings
Withdrawn status Lost status Source of classification or shelving scheme Damaged status Not for loan Home library Current library Shelving location Date acquired Source of acquisition Cost, normal purchase price Serial Enumeration / chronology Total Checkouts Full call number Barcode Date last seen Copy number Cost, replacement price Price effective from Koha item type
    Dewey Decimal Classification   Not For Loan Library, Independent University, Bangladesh (IUB) Library, Independent University, Bangladesh (IUB) Reference Stacks 06/11/2023 Purchase 4370.00 2022   658.872 K521d 028790 04/12/2023 01 8740.00 04/12/2023 Books
© Copyright IUB Library. All Rights Reserved.
Developed by Library IT