Aktion	Zweigstelle	Standorte	Status	Frist	Vorbestellungen
Vorbestellen	Zweigstelle: 07., Urban-Loritz-Pl. 2a	Standorte: GW.BAC FS.E Chaf / College 6e - Englisch	Status: Verfügbar	Frist:	Vorbestellungen: 0

AUS DEM INHALT: Preface to the fifth edition xix / Acknowledgements xxix / Chapter 1 Introduction to digital marketing 1 / 1.1 Introduction 2 / 1.2 Situation - the connected world 4 / 1.3 Situation - B2C, B2B, C2B and C2C 9 / 1.4 Situation - digital marketing definitions 13 / 1.5 Situation - sloppy digital marketing 21 / 1.6 Objectives 23 / 1.7 Objective - seil - using the Internet as a sales tool 26 / 1.8 Objective - serve - using the Internet as a customer-service tool 30 / 1.9 Objective - speak - using the Internet as a communications tool 34 / 1.10 Objective - save - using the Internet for cost reduction 39 / 1.11 Objective - sizzle - using the Internet as a brand-building tool 41 / 1.12 Introduction to digital marketing strategy objectives 42 / 1.13 Tactics, action and control 44 / Chapter 2 Remix 50 / 2.1 Introduction to remix 52 / 2.2 What is the marketing mix? 54 / 2.3 Beyond the mix 58 / 2.4 The mix is morphing 59 / 2.5 Product 64 / 2.6 Price 71 / 2.7 Place 75 / 2.8 Promotion 81 / 2.9 People 89 / viii CONTENTS / 2.10 Physical evidence 92 / 2.11 Process 94 / 2.12 An extra 'P' - partnerships 97 / Chapter 3 Digital models 103 / 3.1 Introduction to digital models 104 / 3.2 Online revenue models 106 / 3.3 Intermediary models 110 / 3.4 Attribution models 115 / 3.5 Communications models 123 / 3.6 Customer Information processing models 128 / 3.7 Customer buying process models 130 / 3.8 Loyalty models 136 / 3.9 Social media models 139 / 3.10 Social business models and the Ladder of Engagement 143 / Chapter 4 Digital customers 159 / 4.1 Introduction to digital customers 161 / 4.2 Motivations 170 / 4.3 Expectations 177 / 4.4 Fears and phobias 182 / 4.5 Online Information processing 185 / 4.6 The online buying process 192 / 4.7 Online relationships and loyalty 197 / 4.8 Communities and social networks 201 / 204 / 4.9 Customer profiles / 4.10 Researching the online customer 208 / 4.11 The post-literate customer 215 / Chapter 5 Social media marketing 223 / 5.1 What is social media marketing and why is it important? 224 / 5.2 Benchmarking and setting goals for social media marketing 232 / 5.3 Create strategy and plan to manage social media 237 / 5.4 Social listening and online reputation management 247 / 5.5 Develop the content marketing and engagement strategy for your brand 253 / 5.6 Dehne social media communications strategy 256 / 5.7 Dehne approaches for the core social media platforms 274 / 5.8 Social media optimization (SMO) 283 / Chapter 6 Designing digital experiences 293 / 6.1 Introduction to site design 295 / 6.2 Integrated design 308 / CONTENTS ix / 6.3 Online value proposition 313 / 6.4 Customer orientation 318 / 6.5 Dynamic design and personalization 321 / 6.6 Aesthetics 324 / 6.7 Page design 333 / 6.8 Content strategy and copywriting 338 / 6.9 Navigation and structure 341 / 6.10 Interaction 345 / 6.11 Mobile site design 349 / Chapter 7 Traffic building 361 / 7.1 Introduction to traffic building 363 / 7.2 Search angine marketing: SEO 368 / 7.3 Paid or Pay Per Click search marketing 384 / 7.4 Banner advertising 394 / 7.5 Native advertising 408 / 7.6 Online PR 409 / 7.7 Online partnerships 417 / 7.8 Opt-in email 425 / 7.9 Viral marketing 428 / 7.10 Offline traffic building 430 / Chapter 8 Customer Iifecycle communications and CRM 441 / 8.1 Introduction to e-CRM 443 / 8.2 Relationship to customer Iifecycle marketing 447 / 8.3 Database marketing and marketing automation 459 / 8.4 Using marketing technology to Support CRM 469 / 8.5 Profiling 475 / 8.6 Personalization 480 / 8.7 Email marketing 484 / 8.8 Control issues 488 / 8.9 Cleaning the database 490 / 8.10 Making it happen 493 / Chapter 9 Managing digital marketing 502 / 9.1 Introduction 504 / 9.2 Transformation to digital business 505 / 9.3 Creating the social business through implementing social CRM 510 / 9.4 The endless journey - reviewing digital marketing capabilities 515 / 9.5 Budgeting for digital marketing 516 / 9.6 Making the business case for digital marketing Investment 520 / 9.7 Selecting the right suppliers for digital marketing 527 / x CONTENTS / 9.8 Change management for digital transformation 530 / 9.9 Measuring and optimization digital marketing with digital analytics 535 / 9.10 Automation 540 / 9.11 Implementing new systems 543 / 9.12 Managing data quality 548 / 9.13 Digital business security 549 / Chapter 10 Digital marketing plan 555 / 10.1 Introduction to digital marketing planning 557 / 10.2 Situational analysis 562 / 10.3 Objectives 574 / 10.4 Strategy 581 / 10.5 Tactics 590 / 10.6 Actions 597 / 10.7 Control 601 / 10.8 The 3Ms resources: Men, Money and Minutes 610 / Appendix: Huawei smartphones - digital promotional plan for the Irish market 615 / Glossary 627 / 649 / Index / / /