Digital Marketing

Strategy, Planning & Disruption

Inbunden, Engelska, 2025

Av Annmarie Hanlon

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Your complete and accessible guide to all aspects of digital marketing, from tools and channels to strategy, planning and marketing management. This fully updated third edition explores the application of AI in marketing, how digital disruption leads to transformation, and the Metaverse and its different realities. It also highlights the UN Sustainable Development Goals in each chapter and how these apply to marketing.

With an excellent blend of theory, research, practice and application, key features include:
• New case studies from a range of global organizations from 20 countries, including Back Market, Spotify and Nykaa.
• A new running case study throughout the book which looks at Uber.
• Ethical Insights which highlight responsible marketing and support PRME.
• Professional Skills which address employability.
• Discover More and Digital Tools text boxes.
• Activities, exercises and Smartphone Sixty Seconds® icebreakers which help students apply their understanding of each chapter.

Essential reading for all students and practitioners of digital marketing.

Looking for a step-by-step guide to creating a digital marketing plan? Save by buying Digital Marketing with Annmarie Hanlon's Digital Marketing Planner.

Produktinformation

Utgivningsdatum2025-03-28
Mått189 x 246 x 31 mm
Vikt1 200 g
FormatInbunden
SpråkEngelska
Antal sidor488
Upplaga3
FörlagSAGE Publications
ISBN9781529680447

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Dr Annmarie Hanlon is a Chartered Marketer and an Associate Professor in Digital and AI Marketing at UCL in the Global Business School for Health. Previously she was the Course Director of MSc Marketing and Leadership at Cranfield University. She is an experienced academic with a strong teaching portfolio in digital marketing. She has proficiency in shaping the curriculum, from module specification to programme validation.Before joining academia, she worked in consultancy for 25 years. As an early adopter of technology and ‘online marketing’ she has led digital strategy and planning projects across Europe, in sectors including healthcare and IT, legal and financial, software and manufacturing. She is a Fellow of the Chartered Institute of Marketing, a Member of the Marketing Institute Ireland and a Liveryman of the Worshipful Company of Marketors. A past winner of the Mais Scholarship, her research interests include the application of health services, systems and apps that are related to digital marketing, AI marketing and technology.Annmarie′s Sage textbooks include Digital Marketing: Strategy, Planning & Disruption, Digital Business: Strategy, Management & Transformation and The Digital Marketing Planner. She is co-editor of The SAGE Handbook of Digital Marketing, and The SAGE Handbook of Social Media Marketing.

List of CasesList of FiguresList of TablesAbout the AuthorPreface to the Third EditionAcknowledgementsPraise for DIgital MarketingOnline ResourcesPart 1: Digital Marketing EssentialsChapter 1: The Digital Marketing EnvironmentChapter 2: The Digital ConsumerPart 2: Digital Marketing Tools and ChannelsChapter 3: Content and Email MarketingChapter 4: Websites, SEO and Paid AdvertsChapter 5: Social Media MarketingChapter 6: Online CommunitiesChapter 7: Mobile MarketingChapter 8: Marketing in the MetaversePart 3: Digital Marketing Strategy and PlanningChapter 9: Digital Marketing AuditChapter 10: Digital Marketing Strategy and ObjectivesChapter 11: Building the Digital Marketing PlanPart 4: Digital Marketing ManagementChapter 12: Managing Resources and ReportingChapter 13: Digital Marketing Metrics and AnalyticsChapter 14: Digital Marketing Disruption and TransformationReferencesIndex