Digital Marketing

Tools, Techniques and Best Practices for Graduate Students and Managers

von Klaus Solberg Söilen

457 Seiten, Hardcover

Kurzbeschreibung des Verlags

This textbook balances the theory of digital marketing with the practical skills for prospective marketers in professional organizations, both public and private. It begins with an introduction to the digital landscape following the structure of market segmentation, B2C, B2B applications, as a starting point, of digital marketing. It then takes the readers through the customer journey, use of social media, and the rising importance of video-based communication. Given this background, students will learn the organization, technical skills and project management needed for digital marketing, including online public relations, communications, and internet branding. An extensive summary of strategies necessary to work with digital marketing in a longer perspective is also provided.

• Reihe: Springer Texts in Business and Economics
• Themen: Wirtschaftswissenschaft, Finanzen, Betriebswirtschaft und Management Betriebswirtschaft und Management Marketing und Vertrieb
• ISBN: 9783031695179
• Sprache: Englisch
• Erscheinungsdatum: 03.12.2024
• Größe: 23.5 x 15.5 cm
• Verlag: Springer International Publishing