000			03361cam a22003978i 4500
008			191104s2020 nyua b 001 0 eng
020			_a9780367235901 _q(hardback) _cRM674.40 (PTSL)
040			_aDLC _beng _erda _cDLC _dUKM _erda
042			_apcc
090			_aHF5415.1265 _b.D534 2020
245	0	0	_aDigital and social media marketing : _ba results-driven approach / _cedited by Aleksej Heinze, Gordon Fletcher, Tahir Rashid and Ana Cruz.
250			_aSecond edition.
264		1	_aNew York, NY : _bRoutledge, _c2020.
264		4	_c©2020.
300			_axxvii, 336 pages : _billustrations ; _c24 cm.
336			_atext _2rdacontent
337			_aunmediated _2rdamedia
338			_avolume _2rdacarrier
504			_aIncludes bibliographical references and index.
520			_a'The second edition of Digital and Social Media Marketing is an up to date, industry-led results-driven guide to digital marketing. Mixing academic theory with practical examples from a range of different organisations worldwide, it provides insight into, and techniques to enable, the creation, development and maintenance of a successful digital presence. This highly regarded textbook has been fully revised to bring the content up to date with the newest digital technologies. With topics including developing an effective digital presence, search engine optimization, and measuring brand awareness, the new edition also looks at digital ethics, General Data Protection Regulation (GDPR) and privacy, Artificial Intelligence (AI) and Machine Learning, and Voice strategies. New international case studies are explored, including Alibaba and Amazon, as well as revised practical exercises in each chapter, enable students to see how the concepts underpinning digital and social media marketing support business success. The book's customisable Digital Business Maturity Model, and the Buyer Persona Spring, offer organisations a clear roadmap for understanding their own levels of technology adoption and digital strategy development. This accessible textbook provides a hands-on, user-friendly platform to turn skills and knowledge into strategic advantage. It is ideal for advanced undergraduate and postgraduate students of digital marketing and marketing strategy, and for practitioners aiming to be at the cutting edge of Digital and Social Media Marketing. Alongside electronic resources for each chapter, this new edition also includes digital learning materials, case studies and exercises available in a supporting online learning environment. The online materials further enhance learners' experience and supports a worldwide learning community'-- _cProvided by publisher.
650		0	_aInternet marketing.
650		0	_aInternet advertising.
650		0	_aElectronic commerce.
650		0	_aSocial media.
700	1		_aHeinze, Aleksej, _eeditor.
700	1		_aFletcher, Gordon, _eeditor.
700	1		_aRashid, Tahir, _eeditor.
700	1		_aCruz, Ana, _eeditor.
907			_a.b16828781 _b2021-05-20 _c2020-09-04
942			_c01 _n0 _kHF5415.1265 .D534 2020
949			_o101013190
990			_aros
991			_aFakulti Ekonomi dan Pengurusan
998			_at _b2020-09-04 _cm _da _feng _gnyu _y0 _z.b16828781
999			_c650253 _d650253