Digital Marketing: A Practical Approach (Paperback)
  • Digital Marketing: A Practical Approach (Paperback)

Digital Marketing: A Practical Approach (Paperback)

Paperback 326 Pages / Published: 06/02/2018
  • In stock
  • Free UK delivery


  • This item has been added to your basket
Your local Waterstones may have stock of this item. Please check by using Click & Collect

As in the previous editions of this book, whilst strategic issues are included where appropriate, by concentrating on the operational and functional aspects of this dynamic subject, Digital Marketing: A Practical Approach provides a step-by-step guide to implementing the key aspects of online marketing. Similarly, although primarily aimed at an academic market, the practical - rather than purely theoretical - nature of the book means that it will be equally useful in both training and self-learning scenarios.

After reading this book - and completing the exercises within it - the reader will be equipped to undertake any digital marketing role within a variety of organizations. The practical case-study exercises - based on theory and recognized good practice - will ensure that readers will be able to analyse situations within the work place, identify the most appropriate course of action and implement the strategies and tactics that will help the organization meet its online objectives.

A key aspect to this digital marketing book is the use of a number of bespoke case studies that are designed to make clear how the impact of each online application varies between organizations and markets. For each section of every chapter there is a case study question that is pertinent to that subject - though readers are welcome to switch case studies for each question if they so wish, or even substitute their own organization. This makes the book an excellent text for work-based learning programmes such as Degree Apprenticeships.

As the subject has evolved in recent years, so too has the structure of the third edition of this book. The book is now in two distinct parts.

Part I considers the environment in which digital marketing is practised, digital buyer behaviour

and has a chapter that includes sections covering strategic digital issues such as content marketing,

attribution, influencers and digital marketing objectives.

Part II replicates the successful structure of the first two editions of the book by having chapters

devoted to the key elements of operational digital marketing. Essential updates made necessary by

both technology and consumer behaviour are made to all elements, but specifically to programmatic

advertising and marketing on social media. There is also the addition of a chapter devoted to e-metrics

and online analytics. Online support and subject updates that both complement and enhance each

chapter's content can be found on the author's website at

Publisher: Taylor & Francis Ltd
ISBN: 9781138039568
Number of pages: 326
Weight: 635 g
Dimensions: 246 x 189 mm
Edition: 3rd New edition

You may also be interested in...

Do Purpose
Added to basket
Ogilvy on Advertising in the Digital Age
Added to basket
The Sales Bible, New Edition
Added to basket
Positioning: The Battle for Your Mind
Added to basket
The Challenger Sale
Added to basket
Get Up to Speed with Online Marketing
Added to basket
Marketing For Dummies
Added to basket
The Economist: Marketing
Added to basket
How Brands Grow
Added to basket
Brand Leadership
Added to basket
Selling For Dummies
Added to basket
FT Essential Guide to Business Writing
Added to basket
Hypnotic Writing
Added to basket
Web Marketing All-in-One For Dummies
Added to basket

Please sign in to write a review

Your review has been submitted successfully.