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035   $a(Au-PeEL)EBL1934295
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035   $a(CaSebORM)9781606499245
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100   $a20150129d2015      fy             0
101 0 $aeng
135   $aur|n|---|||||
181   $2rdacontent
182   $2rdamedia
183   $2rdacarrier
200 10$aDigital marketing management $ea handbook for the current (or future) CEO /$fDebra Zahay
205   $aFirst edition.
210  1$aNew York, New York (222 East 46th Street, New York, NY 10017) :$cBusiness Expert Press,$d2015.
215   $a1 online resource (168 p.)
225 1 $aDigital and social media marketing and advertising collection,$x2333-8830
300   $aDescription based upon print version of record.
311   $a1-60649-924-6 
320   $aIncludes bibliographical references and index.
327   $aFoundations -- 1. How did we get here? Definitions and background -- 2. Strategic thought as it relates to digital marketing -- 3. Website design -- Delivery -- 4. Search engine marketing -- 5. E-mail marketing -- 6. Social media and mobile marketing -- Context -- 7. Customer relationship management (CRM) and the role of leadership in digital marketing -- 8. Legal issues: data privacy, security, and intellectual property -- 9. The customer database and analytics -- 10. Concluding thoughts -- Appendix. Digital marketing plan outline -- Index.
330 3 $aThis book is for managers and would-be managers who need to upgrade their knowledge of digital marketing. Told from the perspective of marketing strategy, it puts digital marketing in the context of firm strategy selection. The first step in digital marketing is to understand your company and your brand. The next step is to put content and keywords on your website so that they can be found in search. The next step is to use the other delivery platforms of digital content, e-mail, social, and mobile, to deploy that content to the customer. The final topics in the book focus on the importance of data management and privacy. I discuss how to develop a database and to create an organization that puts data quality at its center. These practices are as critical to digital marketing success as the delivery platforms. Without quality data, no digital marketing program can be successful. After creating a database with high-quality data, I then briefly discuss the use of analytics in digital marketing. After reading this book, the reader should have a good idea of where to start on the path to an integrated digital marketing management strategy. Each chapter concludes with a list of action steps or "what to do next" to get started on implementing a digital marketing strategy as well as review questions and key terminology.
410  0$aDigital and social media marketing and advertising collection.$x2333-8830
606   $aInternet marketing
610   $aDigital Marketing
610   $aSearch Engine Marketing
610   $aE-mail Marketing
610   $aSocial Media Marketing
610   $aData Quality
610   $aDatabase Management
610   $aData analytics
615  0$aInternet marketing.
676   $a658.872
700   $aZahay$b Debra L.$01689729
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910820476603321
996   $aDigital marketing management$94065007
997   $aUNINA