TY  - BOOK
AU  - Kingsnorth, Simon
TI  - Digital marketing strategy: an integrated approach to online marketing
SN  - 9780749474706
AV  - HF5548.32  .K566D
PY  - 2016///
CY  - London : Philadelphia, PA
PB  - Kogan Page
KW  - Electronic commerce -- Management
KW  - Internet marketing
KW  - Strategic planning
N1  - Includes bibliographical references and index; Introduction -- What is digital marketing? -- Aligning with your business strategy -- Barriers and considerations -- Planning -- Search engine optimization -- Paid search -- Display -- Social media -- User experience and transformation -- CRM and retention -- True personalization -- Customer service -- Content strategy -- Analytics and reporting -- Presenting your strategy -- Bringing it all together
N2  - "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"
ER  -