Digital Marketing Management by Debra Zahay at Bookstore UAE
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Digital Marketing Management

Digital Marketing Management


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About the Book

This book is for managers and would-be managers who need to upgrade their knowledge of digital marketing. Told from the perspective of marketing strategy, it puts digital marketing in the context of rm strategy selection. The rst step in digital marketing is to understand your company and your brand. The second step is to put content and keywords on your website so that they can be found in search. Third, use the other delivery platforms of digital marketing, e-mail, social, and mobile, to deploy that content to the customer. The nal topics in the book focus on the importance of data management and privacy. The author discusses how to develop a database and to create an organization that puts data quality at its center. These practices are as critical to digital marketing success as the delivery platforms. Without quality data, no digital marketing program can be successful.
About the Author: Dr. Debra Zahay is full professor of marketing and director of the Master of Science in digital marketing and analytics at St. Edward's University in Austin Texas. She holds her PhD from the University of Illinois, Urbana, -Champaign, her MBA from Northwestern University in Evanston, Illinois, her JD from Loyola University in Chicago, Illinois and her AB from Washington University in St. Louis, Missouri. Dr. Zahay researches how firms use customer information for competitive advantage. She has published extensively and presented her work at many academic and practitioner conferences. She has co-authored two additional textbooks in digital and social media marketing.


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Product Details
  • ISBN-13: 9781606499245
  • Publisher: Business Expert Press
  • Publisher Imprint: Business Expert Press
  • Depth: 13
  • Language: English
  • Returnable: Y
  • Sub Title: A Handbook for the Current (or Future) CEO
  • Width: 152 mm
  • ISBN-10: 1606499246
  • Publisher Date: 27 Jan 2015
  • Binding: Paperback
  • Height: 229 mm
  • No of Pages: 170
  • Spine Width: 9 mm
  • Weight: 281 gr


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