Digital marketing: integrating strategy and tactics with values ; a guidebook for executives, managers, and students
Gespeichert in:
| Beteiligte Personen: | , |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
New York, NY [u.a.]
Routledge
2015
|
| Ausgabe: | 1. publ. |
| Schlagwörter: | |
| Links: | https://www.gbv.de/dms/zbw/78150564X.pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027592867&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | XIII, 353 S. Ill. |
| ISBN: | 9780415716741 9780415716758 |
Internformat
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Datensatz im Suchindex
| _version_ | 1819256000260079616 |
|---|---|
| adam_text | Titel: Digital marketing
Autor: Kaufman, Ira Morton
Jahr: 2015
Figures Acknowledgements (X-X]
Foreword: Embrace the New Digital Mindset, by Philip Kotler [XI]
Foreword: More Than New Channels, It s a New Perspective, by David Edelman [XII]
Preface: What is Digital, and Why Should I Care? [1]
Introduction: Your Roadmap to Digital Integration [6]
Chapter 1 Transforming from Traditional to Digital Values/15/
Chapter 2: A Digitally Challenged Enterprise [23]
Chapter 3 Drivers of Change [37]
Chapter 4: Fundamentals of the New Marketing Normal [67]
Chapter 5: Managing the New Marketing Normal [89]
Chapter 6: Integrated Digital Marketing [105]
Chapter 7: Define and Establish /125]
Chapter 8: Convey and Promote [147]
Chapter 9: Connect and Convert [ 169]
Chapter 10: Measure and Refine [ 183]
TABLE OF CONTENTS
Chapter 11 Digital Alignment [197]
Chapter 12 Structural Integration [211]
Chapter 13 Evaluation and ROI [233]
Chapter 14: Building Shared Value [255]
Chapter 15: From Social Business to Digitally Integrated Organization [267]
Afterword: Digital Transformation and Marketing Development [282]
End Notes [296]
Glossary/322/
Index [334]
|
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| bvnumber | BV042153079 |
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| ctrlnum | (OCoLC)898202443 (DE-599)GBV78150564X |
| discipline | Wirtschaftswissenschaften |
| edition | 1. publ. |
| format | Book |
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| illustrated | Illustrated |
| indexdate | 2024-12-20T17:03:35Z |
| institution | BVB |
| isbn | 9780415716741 9780415716758 |
| language | English |
| lccn | 2014009856 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-027592867 |
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| physical | XIII, 353 S. Ill. |
| publishDate | 2015 |
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| publisher | Routledge |
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| spellingShingle | Kaufman, Ira Morton 1947- Horton, Chris Digital marketing integrating strategy and tactics with values ; a guidebook for executives, managers, and students Online-Marketing (DE-588)7706419-7 gnd Computerunterstütztes Verfahren (DE-588)4139030-1 gnd Marketing (DE-588)4037589-4 gnd Electronic Commerce (DE-588)4592128-3 gnd |
| subject_GND | (DE-588)7706419-7 (DE-588)4139030-1 (DE-588)4037589-4 (DE-588)4592128-3 |
| title | Digital marketing integrating strategy and tactics with values ; a guidebook for executives, managers, and students |
| title_auth | Digital marketing integrating strategy and tactics with values ; a guidebook for executives, managers, and students |
| title_exact_search | Digital marketing integrating strategy and tactics with values ; a guidebook for executives, managers, and students |
| title_full | Digital marketing integrating strategy and tactics with values ; a guidebook for executives, managers, and students written by Ira Kaufman & Chris Horton |
| title_fullStr | Digital marketing integrating strategy and tactics with values ; a guidebook for executives, managers, and students written by Ira Kaufman & Chris Horton |
| title_full_unstemmed | Digital marketing integrating strategy and tactics with values ; a guidebook for executives, managers, and students written by Ira Kaufman & Chris Horton |
| title_short | Digital marketing |
| title_sort | digital marketing integrating strategy and tactics with values a guidebook for executives managers and students |
| title_sub | integrating strategy and tactics with values ; a guidebook for executives, managers, and students |
| topic | Online-Marketing (DE-588)7706419-7 gnd Computerunterstütztes Verfahren (DE-588)4139030-1 gnd Marketing (DE-588)4037589-4 gnd Electronic Commerce (DE-588)4592128-3 gnd |
| topic_facet | Online-Marketing Computerunterstütztes Verfahren Marketing Electronic Commerce |
| url | https://www.gbv.de/dms/zbw/78150564X.pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027592867&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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