Digital engagement : internet marketing that captures customers and builds intense brand loyalty / / Leland Harden and Bob Heyman

• Record Nr.: UNINA9910822642003321
• Autore: Harden Leland
• Pubbl/distr/stampa: New York, : American Management Association, c2009
• ISBN: 1-282-09121-2; 9786612091216; 0-8144-1079-0
• Edizione: [1st ed.]
• Descrizione fisica: 1 online resource (257 p.)
• Altri autori (Persone): HeymanBob <1948->
• Disciplina: 658.8/72
• Soggetti: Internet marketing; Brand loyalty
• Lingua di pubblicazione: Inglese
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Note generali: Description based upon print version of record.
• Nota di bibliografia: Includes bibliographical references and index.
• Nota di contenuto: Contents; Foreword; Acknowledgments; PART I: FUNDAMENTALS OF SUCCESS FOR DIGITAL ENGAGEMENT; PART II: ATTRACTING CUSTOMERS; Where Do You Go from Here?; Digital Engagement Scorecard; A Web Marketing Glossary; Index
• Sommario/riassunto: In an age of overwhelming Internet competition and rampant takeovers, marketers face the very real challenge of understanding how to engage customers online. Leland Harden and Bob Heyman, online marketing pioneers and authors of the popular book Net Results, team up again to teach marketers how to use search engine optimization, affiliate marketing, and all of the Web 2.0 tools they need to compete in the digital marketplace. Filled with up-to-date information on the best venues for online marketing, as well as explanations of social networking, virtual worlds, widgets, wikis, and emerging med