Digital marketing management : a handbook for the current (or future) CEO

Resource Information

The work Digital marketing management : a handbook for the current (or future) CEO represents a distinct intellectual or artistic creation found in University of Missouri-St. Louis Libraries. This resource is a combination of several types including: Work, Language Material, Books.

Label

Digital marketing management : a handbook for the current (or future) CEO

Title remainder

a handbook for the current (or future) CEO

Statement of responsibility

Debra Zahay

Creator

• Zahay, Debra L

Author

• Zahay, Debra L

Subject

• BUSINESS & ECONOMICS -- Management
• BUSINESS & ECONOMICS -- Management Science
• BUSINESS & ECONOMICS -- Organizational Behavior
• Data Quality
• Data analytics
• Database Management
• Digital Marketing
• E-mail Marketing
• Internet marketing
• Internet marketing
• Search Engine Marketing
• Social Media Marketing
• BUSINESS & ECONOMICS -- Industrial Management

Language

eng

Summary

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

Member of

• Digital and social media marketing and advertising collection.
• EBSCO eBook Public Library Collection-North America

Cataloging source

NYBEP

Dewey number

658.872

Index

index present

LC call number

HF5415.1265

LC item number

.Z243 2015

Literary form

non fiction

Nature of contents

• dictionaries
• abstracts summaries
• bibliography

Series statement

Digital and social media marketing and advertising collection,

Target audience

• adult
• specialized