TY  - BOOK
AU  - Ryan,Damian
TI  - Understanding digital marketing: marketing strategies for engaging the digital generation 
SN  - 9780749478438 (paperback)
U1  - 658.872 RYA 
PY  - 2017///
CY  - London
PB  - Kogan Page
KW  - Internet marketing
KW  - Social media
KW  - Strategic planning
N1  - Revised edition of the author's Understanding digital marketing, [2014]; Includes bibliographical references and index; 1.Digital marketing … the origin of; 2.Have a plan and stick to it … strategy!; 3.Crouch, touch, pause … engage; 4.Search: being found online; 5.Understanding social media; 6.Understanding e-mail marketing; 7.Understanding mobile marketing; 8.Content marketing and native advertising; 9.Understanding programmatic; 10.All about video; 11.Understanding online PR; 12.Understanding performance marketing; 13.Understanding the IoT; 14.Optimizing the customer and user experience; 15.The future of digital marketing; CIT Module MRKT 8008 -; Core reading
N2  - Marketing expert Damian Ryan looks at the world of digital marketing: how it got started, how it got to where it is today and where the thought leaders in the industry believe it is headed in the future. This new edition demonstrates in a practical and comprehensive way how to harness the power of digital media and use it to achieve the utmost success in business. It has also been thoroughly revised with more information, fresh examples and case studies, and new chapters on native advertising, video marketing, and the Internet of Things.Ryan deals with key topics in detail, including: search marketing, social media, mobile marketing, affiliate marketing, e-mail marketing, customer engagement and digital marketing strategies. He will help readers to: - choose online marketing channels to get their products and services to market - understand the origins of digital marketing and the trends that are shaping its future - achieve a competitive edge--
ER  -