BCG ; Salesforce, 2020. — 23 p. Many companies have turned to account-based marketing (ABM) to connect with their B2B customers more effectively. But ABM has been difficult to implement. That’s because it’s usually led by marketing, without sufficient buy-in from sales and service. The term account-based engagement better conveys the cross-functional integration necessary to...
Routledge, 2017. — 348 p. — ASIN B074CL4L89. In a short time span, social media has transformed communication, as well as the way consumers buy, live and utilize products and services. Understanding the perspectives of both consumers and marketers can help organizations to design, develop and implement better social media marketing strategies. However, academic research on social...
Pearson India, 2017. — 497 p. — ISBN10: 933258737X, ISBN13: 978-9332587373. It explains the fundamentals of the digital marketing in a very simple and informative way. This book helps learn and cater to the ever changing consumer in this age in time. The techniques and tools presented by the author is a mix of search marketing, social media and digital advertising techniques....
Wiesbaden : Springer VS, VS Verlag für Sozialwissenschaften; Auflage, 2012. - 119 pages. ISBN: 3531196243. German . Das Web 2.0 etabliert sich gegenwärtig als Teil eines modernen Marketings. Das gilt auch für die Kulturbranche: Vor allem in Zeiten leerer öffentlicher Kassen und schrumpfender Zuschüsse eröffnet das Internet interessante neue Wege, um mit den verschiedenen...
Entrepreneur Press, 2020. — 292 p. The Content Marketing Handbook helps entrepreneurs, marketers, and small business owners understand the true role of content within integrated multichannel marketing campaigns, avoid wasting time and money by giving away content with no ROI, and instead skillfully create content that builds trust, stimulate interest, and ultimately get more...
London: Pearson, 2016. — 729 p. Digital marketing fundamentals. Introducing digital marketing. Online marketplace analysis: micro-environment. The online macro-environment. Digital marketing strategy development. Digital marketing strategy. The impact of digital media and technology on the marketing mix. Relationship marketing using digital platforms. Digital marketing:...
5th ed. — Routledge, 2017. — 690 p. — ISBN: 978-1138191686 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...
Prentice Hall, 2006. — 584 p. — ISBN: 0273694057. This book is a comprehensive guide to how organizations can use the internet to support their marketing activities and covers all aspects of Internet marketing - environment analysis, strategy development and implementation.[/b] Building on the successful and widely regarded first edition, this second edition has a completely...
6th ed. — Pearson, 2016. — 728 p. — ISBN: 978-1292077611. 'I have used this book in all its editions since first publication with my undergraduate and postgraduate students. It is a core text for all the students, because it provides the detail they require at an academic level. Importantly it is a book for the practitioner to use too. This is why we use it on our postgraduate...
Pearson, 2016. — 728 p. — ISBN: 978-1292077611. 'I have used this book in all its editions since first publication with my undergraduate and postgraduate students. It is a core text for all the students, because it provides the detail they require at an academic level. Importantly it is a book for the practitioner to use too. This is why we use it on our postgraduate...
7th Ed. — Pearson, 2019. — 576 p. — ISBN: 978-1-292241-57-8. Digital Marketing provides the most comprehensive guide to all aspects of using the Internet, digital media and marketing technology to achieve the goals of integrated multichannel marketing. This streamlined seventh edition provides comprehensive, practical guidance on how companies can get the most out of digital...
7th edition. — Pearson, 2019. — 576 p. Digital marketing fundamentals . Introducing digital marketing. Online marketplace analysis: micro-environment. The digital macro-environment. Digital marketing strategy development . Digital marketing strategy. Digital media and the marketing mix. Relationship marketing using digital platforms. Digital marketing: implementation and...
7th edition. — Pearson, 2019. — 576 p. — ISBN: 9781292241579, 9781292241586, 9781292241623, 2018036531. Digital Marketing provides the most comprehensive guide to all aspects of using the Internet, digital media and marketing technology to achieve the goals of integrated multichannel marketing. This streamlined seventh edition provides comprehensive, practical guidance on how...
7th edition. — Pearson, 2019. — 576 p. — ISBN: 9781292241579, 9781292241586, 9781292241623, 2018036531. Digital Marketing provides the most comprehensive guide to all aspects of using the Internet, digital media and marketing technology to achieve the goals of integrated multichannel marketing. This streamlined seventh edition provides comprehensive, practical guidance on how...
Third Edition. — Routledge, 2018. — 353 p. — ISBN: 978-1-138-03952-0. As in the previous editions of this book, whilst strategic issues are included where appropriate, by concentrating on the operational and functional aspects of this dynamic subject, Digital Marketing: A Practical Approach provides a step-by-step guide to implementing the key aspects of online marketing....
Palgrave Macmillan, 2015. — 298 p. Understanding new strategic approaches is provided by examining how the online world is being exploited by organisations in sectors of a modern economy such retailing, healthcare and the public sector in terms of creating new forms of competitive advantage as a consequence of the advent of mobile technology and online social networks.
Bloomsbury Business, 2020. — 257 p. Digital Trust proposes new strategic models to create and reinforce consumer trust and build corporate value through social media platforms. Digital Trust provides an overview of how e-SMEs can use social media platforms to conduct their own research into increasing trust and engagement, with the positives and negatives highlighted for...
Information Today, 2016. — 208 p. — ISBN13: 978-1937290061. Marketers and brands are eager to cash in on the content marketing craze, but as EContent’s Theresa Cramer points out, relatively few firms are doing it well. In this book, Cramer’s savvy guidance demystifies the discipline and presents tactics and strategies that are working today. Cramer offers definitions and...
Information Today, 2016. — 208 p. — ISBN13: 978-1937290061. Marketers and brands are eager to cash in on the content marketing craze, but as EContent’s Theresa Cramer points out, relatively few firms are doing it well. In this book, Cramer’s savvy guidance demystifies the discipline and presents tactics and strategies that are working today. Cramer offers definitions and...
Information Today, 2016. — 208 p. — ISBN13: 978-1937290061. Marketers and brands are eager to cash in on the content marketing craze, but as EContent’s Theresa Cramer points out, relatively few firms are doing it well. In this book, Cramer’s savvy guidance demystifies the discipline and presents tactics and strategies that are working today. Cramer offers definitions and...
Business Expert Press, 2015. — 138 p. — ISBN13: 978-1-63157-099-5. Social media branding provides the thinking, evidence, and practice to create a road map for practitioners in small businesses to develop and implement their brand in online and of ine communities. It provides a starting point, as one of the biggest issues for small businesses is where to start. Social Media...
2020. — 166 p. — ISBN: 9352682254. The Tools and Modules of Digital Marketing is designed as a textbook for management students specializing in digital marketing. This book is the first edition and contains 21 important modules of digital marketing which provides the most comprehensive guide to all important aspects of digital marketing and the step framework for planning,...
2014. — 118 p. 100 Valuable Online Tools for Entrepreneurs and Small Business Owners Small Business Tools for Entrepreneur Startup This book contains online tools for businesses that are hidden gems on the web. Discovering valuable online tools for entrepreneurs (or established business) are vital. However, as a busy entrepreneur (entrepreneur mind), you don’t have time to...
McGraw-Hill, 2014. — 208 р. Engage Customers Around the World with Cross-Regional Content Marketing. Technology has virtually erased national borders, forever transforming the way we reach and engage customers, as well as the way we search for and consume content. Global Content Marketing takes you step-by-step through the process of creating and refining your strategies to...
CRC Press, 2017. — 327 p. — ISBN13: 978-1138036024. Social media applications can be weaponized with very little skill. Social media warfare has become a burden that nation states, government agencies, and corporations need to face. To address the social media warfare threat in a reasonable manner that reduces uncertainty requires dedication and attention over a very long-term....
CRC Press, 2017. — 327 p. — ISBN13: 978-1138036024. Social media applications can be weaponized with very little skill. Social media warfare has become a burden that nation states, government agencies, and corporations need to face. To address the social media warfare threat in a reasonable manner that reduces uncertainty requires dedication and attention over a very long-term....
CRC Press, 2017. — 327 p. — ISBN13: 978-1138036024. Social media applications can be weaponized with very little skill. Social media warfare has become a burden that nation states, government agencies, and corporations need to face. To address the social media warfare threat in a reasonable manner that reduces uncertainty requires dedication and attention over a very long-term....
Palgrave Macmillan, 2018. — 236 p. This book focuses on the role of social media as the next major game-changer. Social media has emerged as the defining trend in the last decade and continues to restructure communication and interactions between individuals, communities, governments and businesses. Researchers and marketers are still struggling with the profound impact of...
Lexington Books, 2018. — 230 р. — ISBN: 1498576486. The Audience and Business of YouTube and Online Videos is a thorough analysis of YouTube audiences and creators of online videos that considers how the coexistence of user-generated and professional media content on YouTube makes the site a unique platform in the ever-expanding online video industry. Using a mixed method...
IGI Global, 2021. — 385 p. — (Advances in Marketing, Customer Relationship Management, and E-services). — ISBN 978-1522596974. Through the growing penetration of new technologies, online consumers can now share and collaborate amongst themselves while shopping online. As they receive information about products from media exposure and their collaboration with other consumers, it...
Portfolio, 2014. — 174 p. — ISBN 978-0-698-19767-1 By now it's clear that whether you're promoting a business, a product, or yourself, social media is near the top of what determines your success or failure. And there are countless pundits, authors, and consultants eager to advise you. But there’s no one quite like Guy Kawasaki, the legendary former chief evangelist for Apple...
John Wiley & Sons, Inc., 2012. — 304 p. (Только книга, без диска и др. дополнительных материалов). Valuable kit teaches social media marketing to learners of all levels If you want to master social media marketing, this valuable eLearning kit is just the ticket. This integrated course includes a full-color printed book and a Dummies interactive eLearning course. You'll find a...
Andrew Macarthy, 2015. — 210 p. Struggling with social media marketing for business? Feeling overwhelmed or don't even know where to begin? This is the book for you. 500 Social Media Marketing Tips is your complete guide to social media success for business, featuring hundreds of the actionable strategies for success on Facebook, Twitter, Instagram, LinkedIn, Pinterest,...
Wiley, 2020. — 440 p. 8 powerful ways to market your business online to consistently generate an abundance of leads that convert into profitable customers. Dynamic Digital Marketing teaches any business or individual how to increase online visibility and presence, attract their target audience, generate leads, and convert them into profitable customers. Author Dawn McGruer is...
2nd ed. — FT Press, 2017. — 264 p. With the majority of commercial transaction now happening online, companies of all shapes and sizes face an unprecedented level of competition to win over and retain new business. In this second edition of Webs of Influence, Nathalie Nahai brings together the latest insights from the world of psychology, neuroscience and behavioural economics...
Rowman and Littlefield Publishers, 2023. — 320 p. This innovative new text introduces students to the power of storytelling and outlines a process for creating effective brand stories in a digital-first integrated marketing communications plan. From the earliest works on storytelling to the latest research, this text explains why and how storytelling works, the forms...
Hoboken, New Jersey: John Wiley & Sons, Inc., 2012. — 258 p. Build a disruptive marketing agency for the modern age The marketing services industry is on the cusp of a truly transformational period. The old guard, rooted in tradition and resistant to change, will fall and new leaders will emerge. Hybrid marketing agencies that are more nimble, tech savvy, and collaborative will...
Wiley, 2011. — 237 p.
The marketing services industry is on the cusp of a truly transformational period. The old guard, rooted in tradition and resistant to change, will fall and new leaders will emerge. Hybrid marketing agencies that are more nimble, tech savvy, and collaborative will redefine the industry. Digital services will be engrained into the DNA and blended with...
Springer, 2017. — 134 p. — ISBN-13 9783319553542. Социальные медиа формируют электронную публикацию This book gathers the best research contributions to the 1st international conference of e-publishing addressing the theme “Social Media Shaping e-Publishing” at the University of Jordan Library, Jordan (July 2015). The book discusses trends and challenges in the field of...
Bloomsbury Business, 2017. — 536 p, — ISBN: 9781472939098. Incisive and thorough, the text has been fully updated to reflect the continuing impact and future implications of the Internet on marketing. This new 3rd edition is one of the only comprehensive textbooks written entirely by current practising professionals. It explains in detail the powerful offline and online...
Bloomsbury Business, 2017. — 536 p, — ISBN: 9781472939098. Incisive and thorough, the text has been fully updated to reflect the continuing impact and future implications of the Internet on marketing. This new 3rd edition is one of the only comprehensive textbooks written entirely by current practising professionals. It explains in detail the powerful offline and online...
McGraw-Hill Education, 2011. — 272 р. — ISBN: 978-0071743860. Online marketing has evolved far beyond flashy websites and banner ads shouting at customers about your product. It's about using an array of Internet tools to build credibility and visibility, spread your message, and form meaningful customer relationships. The McGraw-Hill 36-Hour Course: Online Marketing puts you...
McGraw-Hill Education, 2011. — 272 р. — ISBN: 978-0071743860. Online marketing has evolved far beyond flashy websites and banner ads shouting at customers about your product. It's about using an array of Internet tools to build credibility and visibility, spread your message, and form meaningful customer relationships. The McGraw-Hill 36-Hour Course: Online Marketing puts you...
Vibrant Publishers, 2020. — 181 p. The Internet has changed how we communicate, and that includes how we market. From corporate websites, to social media platforms, search engines, and more, there are many ways to reach your market in the digital age. The vast amount of data that can be generated (Big Data), ads to the complexity of marketing decisions, but also lets you...
Vishaw Deepak, 2020. — 168 p. This book is designed as a textbook for management students specializing in digital marketing. This book is the first edition and contains 21 important modules of digital marketing which provides the most comprehensive guide to all important aspects of digital marketing and the step framework for planning, integration, and measurement of each...
Routledge, 2022. — 221 p. YouTube, Instagram, Facebook, Vimeo, Twitter, etc. have their own logics, dynamics and different audiences. This book analyses how the users of these social networks, especially those of YouTube and Instagram, become content prescribers, opinion leaders and, by extension, people of influence. What influence capacity do they have? Why are intimate or...
Учебное пособие. ВФ РГТЭУ. — Волгоград: ВФ РГТЭУ, 2009. — 92 с. Данное учебное пособие предназначено для сотрудников отделов маркетинга, рекламы, связей с общественностью, продаж, а также руководителей предприятий и организаций, преподавателей и студентов по специальностям «Маркетинг». Научит управлять практическим процессом создания и продвижения сайта, поможет эффективно...
СПб.: Питер, 2013. — 288 с. Появление технологий Web 2.0 стало отправной точкой для возникновения новой социальной среды общения, получившей название социальных медиа. Интернет, меняя привычную природу коммуникаций, неизбежно влияет и на маркетинг. В книге обобщен опыт использования маркетинговых инструментов в социальных медиа российскими и зарубежными компаниями, предложены...
М.: Московская финансово-промышленная академия, 2004 – 299 с.
Целью настоящего учебника является дать представление об основах маркетинга и рекламы в Интернете, составе задач и решений, принимаемых в этой сфере, показать особенности использования маркетинговых инструментов в глобальной среде, помочь применить эти принципы и методы в практической деятельности предприятий и...
Под общ. ред. О. Н. Жильцовой. — М. : Юрайт, 2014. — 288 с. — (Бакалавр. Академический курс). — ISBN: 978-5-9916-4092-3. Учебник сочетает необходимые основы теории в области интернет-маркетинга и множество прикладных материалов, связанных с продвижением продукта на рынок, формированием спроса, логистической трансформацией торгового процесса, формированием общественного мнения и...
Учебное пособие. — Волгоград: Российский государственный торгово-экономический университет. Волгоградский филиал, 2008. — 126 с. Издание посвящено особенностям использования маркетинга в сети Интернет. Дается характеристика маркетинговым коммуникациям, информации, исследованиям, товарам и услугам, ценообразованию, распределению и продвижению товаров и услуг в Интернете. Книга,...
М.: Дашков и K°, 2010. — 76 с. В данном издании рассказывается об особенностях маркетинга в режиме онлайн. Вы узнаете, как создать блог, сделать его успешным и популярным. На примере крупных компаний автор покажет, каким образом следует продвигать товары или услуги в блоге. Особое внимание уделяется развитию блог-маркетинга в России, а также советам начинающим блоггерам....
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