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Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation Paperback – 3 Nov 2016
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"Understanding Digital Marketing accomplishes well the difficult feat of assembling current practical strategies from leading experts in the digital marketing field." (Carol Stuckey, Executive Director, Strategic Growth Initiatives, Harvard University Division of Continuing Education)
"Comprehensive, contextualized and current. Does a great job of balancing solid overview with specific, insightful case examples. An essential addition to any marketer's bookshelf." (Dr Agnes Nairn, Dean, Hult International Business School)
"This is a great handbook to the world of digital marketing, a world that can seem quite overwhelming at times, especially with the speed of change. A practical guide, it makes a great case for the importance of digital marketing in any marketer's toolbox. Updated to include some of the latest challenges in digital marketing, what I like most is that it remains people-centric, to help ensure that any digital marketing activities you undertake have a fair chance of success." (Tara Beard-Knowland, Senior Director at Ipsos Connect)
"A no-nonsense, clearly written book which you can dip in and dip out of depending on your digital needs. Excellent to see that the 'human side of digital' has a clear presence throughout." (Dr Sarah Warnes SFHEA, Senior Teaching Fellow, UCL School of Management)
"One of the most comprehensive yet easy-to-read books on digital marketing available." (The Marketer (about a previous edition))
"This is the best book I've seen on Digital Marketing. Without doubt it has been a worthwhile investment for me in my career as a marketing executive for my organisation." (Amazon reviewer (about a previous edition))
""[A] fine, accessible guide to digital marketing and appears here in its third updated edition which has been completely revamped to reflect key changes in digital marketing strategies and the digital environment."" (Midwest Book Review, The Business Shelf (about a previous edition))
"This book seeks to help the reader both understand digital marketing and develop marketing strategies that work within the digital realm. An attractive, accessible and informative guide with a great affordable price tag to match." (Darren Ingram, Founder, Editor & Consultant, Darren Ingram Media 2016-12-14)
Explains how to choose appropriate online marketing channels
Provides tips on how to connect with customers and give them the engagement and interaction they require
Looks to the future and the trends which are shaping those opportunities, such as media sharing, ongoing interactive refinement, and co-creation content marketing
Contains new chapters on Native Advertising (such as bespoke Facebook sponsored posts and promoted tweets), the Internet of Things, and Video Marketing
Online resources: Bonus chapters, contributor views, and additional case studies on Kwik Fit, Battersea Dogs Home, and Yves Saint Laurent.
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