eMarketing The Essential Guide to Marketing in a Digital World
Rob Stokes
- 6th Edition
- 1 online resource
- Open textbook library. .
Part One: Think -- Chapter 1 Strategy and context -- Chapter 2 Understanding customer behavior -- Chapter 3 Data-driven decision making -- Chapter 4 Market research -- Part Two: Create -- Chapter 5 User experience (UX) design -- Chapter 6 Web development and design -- Chapter 7 Mobile channels and apps -- Chapter 8 Search engine optimisation (SEO) -- Chapter 9 Digital copywriting -- Chapter 10 eCommerce -- Part Three: Engage -- Chapter 11 Search advertising -- Chapter 12 Online advertising -- Chapter 13 Social media advertising -- Part Four: Retain -- Chapter 14 Customer relationship management -- Chapter 15 Content marketing strategy -- Chapter 16 Social media platforms -- Chapter 17 Social media strategy -- Chapter 18 Direct marketing: email and mobile -- Chapter 19 Video marketing -- Part Five: Optimise -- Chapter 20 Conversion optimisation -- Chapter 21 Data analytics -- Chapter 22 Appendix: Understanding the Internet -- Chapter 23 Last words
The newly updated edition - based on Quirk's unique Think, Create, Engage, Optimise structure and processes - includes chapters on the latest marketing trends as well as updated facts and figures and all new real-world case studies showing the application of digital best practice. Other important updates include: Expansion of the THINK section to better position itself as a platform for approaching the rest of the book and the marketing process overall. Enormous improvements to the Market Research and Strategy chapters and the addition of a Content Strategy chapter. New Usability Design chapter. Expansion of the Video Marketing and Mobile chapters to reflect the growing importance of these areas in the digital landscape.