BÜCHER VERSANDKOSTENFREI INNERHALB DEUTSCHLANDS
Digital Marketing
Tools, Techniques and Best Practices for Graduate Students and Managers
Springer
ISBN 978-3-031-69520-9
Standardpreis
Bibliografische Daten
Fachbuch
Buch. Softcover
2025
67 s/w-Abbildungen.
In englischer Sprache
Umfang: 488 S.
Format (B x L): 15.5 x 23.5 cm
Gewicht: 733
Verlag: Springer
ISBN: 978-3-031-69520-9
Weiterführende bibliografische Daten
Das Werk ist Teil der Reihe: Springer Texts in Business and Economics
Produktbeschreibung
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.
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