Holy Name University Library

Digital marketing excellence : (Record no. 10887)

000 -LEADER
fixed length control field 07291cam a2200445 i 4500
001 - CONTROL NUMBER
control field 19382173
003 - CONTROL NUMBER IDENTIFIER
control field OSt
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20190812162359.0
007 - PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION
fixed length control field ta
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 161121s2017 enk b 001 0 eng
010 ## - LIBRARY OF CONGRESS CONTROL NUMBER
LC control number 2016041418
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9781138191686 (hardback : alk. paper)
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9781138191709 (pbk. : alk. paper)
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
Canceled/invalid ISBN 9781315640341 (ebk)
040 ## - CATALOGING SOURCE
Original cataloging agency DLC
Language of cataloging eng
Transcribing agency
Description conventions rda
Modifying agency Holy Name University.
042 ## - AUTHENTICATION CODE
Authentication code pcc
050 00 - LIBRARY OF CONGRESS CALL NUMBER
Classification number HF5415.1265
Item number .S615 2017
082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER
Edition number 23
Classification number 658.872/C34
084 ## - OTHER CLASSIFICATION NUMBER
Classification number CBA
089 00 -
-- CBA 658.872/C34
-- 23
100 1# - MAIN ENTRY--PERSONAL NAME
Personal name Chaffey, Dave,
Dates associated with a name 1963-
Relator term author.
9 (RLIN) 13449
240 10 - UNIFORM TITLE
Uniform title eMarketing excellence
245 10 - TITLE STATEMENT
Title Digital marketing excellence :
Remainder of title planning, optimizing and integrating online marketing /
Statement of responsibility, etc. Dave Chaffey and PR Smith.
250 ## - EDITION STATEMENT
Edition statement Fifth edition.
264 ## - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE
Place of production, publication, distribution, manufacture London, England, UK ;
-- New York, NY, USA :
Name of producer, publisher, distributor, manufacturer Routledge, Taylor & Francis Group,
Date of production, publication, distribution, manufacture, or copyright notice ©2017.
300 ## - PHYSICAL DESCRIPTION
Extent xxvii, 660 pages :
Dimensions 26 cm.
Other physical details colored illustrations :
336 ## - CONTENT TYPE
Content type term text.
Content type code text.
500 ## - GENERAL NOTE
General note Revised edition of the authors' Emarketing excellence, c2013.
504 ## - BIBLIOGRAPHY, ETC. NOTE
Bibliography, etc. note Includes bibliographical references and index.
505 0# - FORMATTED CONTENTS NOTE
Formatted contents note Preface -- Acknowledgements -- Introduction to digital marketing -- Remix -- Digital models -- Digital customers -- Social media marketing -- Designing digital experiences -- Traffic building -- Customer lifecycle communications and crm -- Managing digital marketing -- Digital marketing plan -- Glossary -- Index.
Miscellaneous information 1. Introduction to E-Marketing 2. ReMix 3. E-Models 4. E-Customers 5. Social Media Marketing 6. Site Design PrefaceAcknowledgementsChapter 1- Introduction to digital marketingIntroductionSituation- the connected worldSituation- B2C, B2B, C2B and C2CSituation- Digital marketing definitionsSituation- sloppy digital marketingObjectives Objective - sell -using the Internet as a sales toolObjective - serve - using the Internet as a customer service toolObjective - speak - using the Internet as a communications toolObjective - save - using the Internet for cost reductionObjective -sizzle- using the Internet as a brand-building toolIntroduction to Digital marketing strategyTactics, action and control Chapter 2- Remix2.1 Introduction to remix2.2 What is the marketing mix?2.3 Beyond the mix 2.4 The mix is morphing 2.5 Product2.6 Price2.7 Place2.8 Promotion 2.9 People 2.10 Physical evidence 2.11 Process2.12 An extra `P'- partnershipsChapter 3- Digital models3.1 Introduction to digital models3.2 Online revenue models 3.3 Intermediary models3.4 Attribution models3.5 Communications models3.6 Costumer information processing models3.7 Customer buying models3.8 Loyalty models3.9 Social media models3.10 Social business models and the Ladder of EngagementChapter 4- Digital customers4.1 Introduction to digital customers4.2 Motivations4.3 Expectations 4.4 Fears and Phobias4.5 Online information processing4.6 The online buying process4.7 Relationships and loyalty 4.8 Communities and social networks4.9 Customer profiles4.10 Researching the online customer4.11 The post-literate customer Chapter 5- Social media marketing5.1 What is social media marketing and why is it important?5.2 Benchmarking and setting goals for social media marketing5.3 Create strategy and plan to manage social media5.4 Social listening and online reputation management 5.5 Develop the content marketing and engagement strategy for your brand5.6 Define social media communications strategy 5.7 Define approaches for the core social media platforms5.8 Social media optimization (SMO)Chapter 6- Designing Digital Experiences6.1 Introduction to site design 6.2 Integrated design6.3 Online value proposition 6.4 Customer orientation 6.5 Dynamic design and personalization6.6 Aesthetics 6.7 Page design6.8 Content strategy and copywriting6.9 Navigation and structure 6.10 Interaction 6.11 Mobile site designChapter 7- Traffic building7.1 Introduction to traffic building 7.2 Search engine marketing: SEO7.3 Search engine marketing Advertising: PPC7.4 Display advertising7.5 Native advertising7.6 Online PR7.7 Online partnerships7.8 Opt-in email7.9 Viral Marketing7.10 Offline traffic buildingChapter 8- Customer lifecycle communications and CRM8.1 Introduction to CRM8.2 Relationship to customer lifecycle marketing8.3 Database marketing and marketing automation8.4 Using Martech to support CRM8.5 Profiling8.6 Personalization8.7 Email marketing8.8 Control issues8.9 Cleaning the database8.10 Making it happenChapter 9- Managing digital marketing9.1 Introduction9.2 Transformation to digital business9.3 Creating the social business through implementing social CRM9.4 The endless journey- reviewing digital marketing capabilities9.5 Budgeting for digital marketing9.6 Making the business case for digital media and technology investment9.7 Selecting the right suppliers for digital marketing 9.8 Change management for digital transformation9.9 Measuring and optimization digital marketing with digital analytics9.10 Automation9.11 Implementing new systems9.12 Managing data quality9.13 E Digital business securityChapter 10- Digital Marketing Plan 10.1 Introduction to digital marketing planning10.2 Situational analysis10.3 Objectives10.4 Strategy10.5 Tactics10.6 Actions10.7 Control10.8 The 3M resources: `men', money and minutesGlossaryIndex
520 ## - SUMMARY, ETC.
Summary, etc. "Now in its fifth edition, the hugely popular Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing is fully updated, keeping you in line with the changes in this dynamic and exciting field and helping you create effective and up-to-date customer-centric digital marketing plans. A practical guide to creating and executing digital marketing plans, it combines established approaches to marketing planning with the creative use of new digital models and digital tools. It is designed to support both marketers and digital marketers, and students of business or marketing who want a thorough yet practical grounding in digital marketing. This new edition seamlessly integrates the latest changes in social media technology, including expanded coverage of mobile technology, demonstrating how these new ways to reach customers can be integrated into your marketing plans. It also includes new sections on data analytics, clearly demonstrating how marketers can leverage data to their advantage. Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, Fifth Edition, provides a vital reference point for all students and managers involved in marketing strategy and implementation."--
521 ## - TARGET AUDIENCE NOTE
Target audience note
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element Internet marketing.
9 (RLIN) 13450
700 1# - ADDED ENTRY--PERSONAL NAME
Personal name Smith, P. R.
Dates associated with a name 1957-
Relator term author.
Fuller form of name (Paul Russell),
9 (RLIN) 13451
776 08 - ADDITIONAL PHYSICAL FORM ENTRY
Relationship information Online version:
Main entry heading Smith, P. R. (Paul Russell), 1957-
Title Digital marketing excellence.
Edition Fifth edition
Place, publisher, and date of publication London ; New York : Routledge, Taylor & Francis Group, 2017
International Standard Book Number 9781315640341
Record control number (DLC) 2016055724
906 ## - LOCAL DATA ELEMENT F, LDF (RLIN)
a 7
b cbc
c orignew
d 1
e ecip
f 20
g y-gencatlg
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Source of classification or shelving scheme
Koha item type Books
Holdings
Withdrawn status Lost status Source of classification or shelving scheme Damaged status Not for loan Collection code Permanent Location Current Location Shelving location Date acquired Source of acquisition Full call number Barcode Date last seen Price effective from Koha item type
          GC College Library College Library General Circulation Section 2018-02-14 Library Fund CBA 658.872/C34 83285 2018-04-26 2018-04-26 Books