Direct And Digital Marketing In Practice

Author : Brian Thomas,Matthew Housden
Publisher : Bloomsbury Publishing
Page : 536 pages
File Size : 40,5 Mb
Release : 2017-06-29
Category : Business & Economics
ISBN : 9781472939081

Get Book

Direct and Digital Marketing in Practice by Brian Thomas,Matthew Housden Pdf

Direct and Digital Marketing in Practice is the essential manual for all managers, marketers and students. 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 techniques available to direct marketers today. Direct and Digital Marketing in Practice covers vital issues such as: · the new marketing landscape; · gaining customer insight; · maximising returns on marketing investment; · integrating traditional and digital media; · campaign planning and budgeting; · offline and online metrics: · testing and statistics; and · developing compelling propositions. Direct and Digital Marketing in Practice is an ideal reference tool, presenting detailed explanations of key concepts with practical examples and case studies. The book ensures that each point is relevant and memorable, and made in a real-world context. Written for managers looking to expand and enhance customer reach, students on MBA courses, and those taking professional qualifications, the book provides an invaluable and up-to-date guide to marketing best theory and practice in our increasingly digital and online age.

Author : Matthew Housden,Brian Thomas
Publisher : Routledge
Page : 360 pages
File Size : 45,6 Mb
Release : 2012-04-27
Category : Business & Economics
ISBN : 9781136409981

Get Book

Direct Marketing in Practice by Matthew Housden,Brian Thomas Pdf

Direct Marketing in Practice is a practical manual for all managers and marketers getting to grips with the powerful techniques available to skilled direct marketers. The book shows how to: · Plan a direct marketing campaign · Integrate new technology with conventional direct marketing practice · Maximise the impact, efficiency and return on investment of your activites · Evaluate the success of a campaign - and improve on it next time! Accessible and illuminating, each chapter in the book includes review questions and exercises to help you practice what you have learnt. In addition, the authors have used their considerable experience in the field to assemble many examples of best practice worldwide. These place the theory in a practical, real-world context, and demonstrate what a dramatic effect direct marketing can have on sales and profitability. Those contemplating or starting a career in direct marketing will find Direct Marketing in Practice an invaluable guide to contemporary practice. It is essential reading for all undergraduate students of marketing and business, as well of those undertaking professional examinations in this area.

Author : Hanne Knight,Lizette Vorster
Publisher : Kogan Page Publishers
Page : 497 pages
File Size : 54,6 Mb
Release : 2023-03-03
Category : Business & Economics
ISBN : 9781398608887

Get Book

Digital Marketing in Practice by Hanne Knight,Lizette Vorster Pdf

Learn how to create effective digital marketing campaigns, analyze competitor behaviour and conduct digital marketing in a responsible and accountable way with this real-life focussed and streamlined textbook. Digital Marketing in Practice balances step-by-step practical coverage with academic theoretical context throughout to offer a definitive and easy-to-understand resource. Exploring key definitions and best-practice for tools, channels and platforms including SEO, social media marketing, email marketing and online advertising, it shows how to create plans and set objectives, design digital marketing campaigns and evaluate their success for improvement. Digital Marketing in Practice also describes how to incorporate accountability, inclusivity and meaningful sustainability messaging. Featuring interviews with industry professionals and case study examples from a range of brands including Nielsen and the Met Office, it also contains how-to guides, check lists and critical thought pieces. Supported by online resources consisting of lecture slides, self-test questions, group activities, worksheets, additional interactive case studies and further resource links, it is an indispensable text to equip students with the tools to develop and implement successful digital marketing.

Author : Anonim
Publisher : Unknown
Page : 128 pages
File Size : 53,6 Mb
Release : 2006
Category : Marketing
ISBN : 0951869280

Get Book

The IDM Marketing Guide by Anonim Pdf

Author : Dave Chaffey,Fiona Ellis-Chadwick
Publisher : Pearson UK
Page : 614 pages
File Size : 50,7 Mb
Release : 2019-02-05
Category : Business & Economics
ISBN : 9781292241623

Get Book

Digital Marketing by Dave Chaffey,Fiona Ellis-Chadwick Pdf

Now in its seventh edition, 'Digital Marketing' provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals.

Author : Alan Tapp,Ian Whitten,Matthew Housden
Publisher : Pearson Higher Ed
Page : 576 pages
File Size : 46,6 Mb
Release : 2014-01-14
Category : Business & Economics
ISBN : 9780273756521

Get Book

Principles of Direct, Database and Digital Marketing by Alan Tapp,Ian Whitten,Matthew Housden Pdf

The growth of digital marketing is the most important yet unpredictable trend in marketing today. How can the online world be harnessed by the companies of today and tomorrow to grow their marketing impact? What role do information and databases have to play in this system? And why do some non-digital means of direct marketing still remain so powerful? Alan Tapp’s successful text has long been a leading authority on direct marketing, and for this edition he is joined by Ian Whitten and Matthew Housden. The authors all bring great expertise across direct, database and digital marketing to provide comprehensive, compelling coverage of the key theory and debates of the fields. The 5th edition includes comprehensive coverage of all recent developments in digital marketing, including analysis of the seemingly relentless rise of Facebook, Twitter and other forms of social media. It has a range of thoroughly updated case studies covering companies and organisations from sports teams to car manufacturers and non-profits and contains a new chapter on Data Protection legislation and its impact on marketers. The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you'll gain instant access to this eBook. Time limit The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.

Author : Alan Charlesworth
Publisher : Routledge
Page : 367 pages
File Size : 40,7 Mb
Release : 2014-07-25
Category : Business & Economics
ISBN : 9781135048877

Get Book

Digital Marketing by Alan Charlesworth Pdf

Digital Marketing: A Practical Approach 2nd Edition is a step-by-step guide to marketing using the Internet. Concentrating on the operational and functional aspects of this dynamic subject, the book is packed with tactical advice and real-life examples from those leading the field to help you succeed. Written as an accessible guide to equip you for the digital element of any contemporary marketing role, Digital Marketing covers all the key topics including search engine optimization and social media marketing. With real-world case studies to illustrate digital marketing in practice and exercises to help you analyse, plan and execute effective strategies within the workplace, this practical resource will prepare you to undertake digital marketing across a variety of organizations. More than just a book, this complete package features an associated website at AlanCharlesworth.eu/DigitalMarketing which hosts the case studies for the book, offers further tips and advice and provides access to a wealth of extra material such as up-to-date references and web links. This new, second edition builds on the first edition’s success by addressing the key recent developments in digital marketing including an expanded section on social media marketing and an appreciation of the impact of mobile devices. Moreover, it’s been thoroughly updated throughout, with brand new cases and examples with an international range, all of which encourage the reader to quickly learn the practical applicability of the theory and practice of emarketing.

Author : Drayton Bird
Publisher : Kogan Page Publishers
Page : 449 pages
File Size : 46,6 Mb
Release : 2007-06-03
Category : Business & Economics
ISBN : 9780749452070

Get Book

Commonsense Direct and Digital Marketing by Drayton Bird Pdf

Drayton Bird's Commonsense Direct and Digital Marketing needs no introduction to marketers and direct marketers. It is not only seen as the authority on direct marketing execution, but is also widely appreciated for its engaging, no-nonsense style. The latest edition takes the book into new territory - the field of digital marketing. It gives the marketer the tools, techniques and structure needed to produce effective and profitable marketing across the direct marketing spectrum -from simple letter to focused web-based campaigns. For anyone involved in direct marketing, from junior marketer to senior manager, this book provides not just the structure for success but also an energising insight into the techniques behind some of the world's most successful direct marketing campaigns.

Author : Lisa Spiller
Publisher : SAGE
Page : 969 pages
File Size : 43,7 Mb
Release : 2020-01-09
Category : Business & Economics
ISBN : 9781529712292

Get Book

Direct, Digital & Data-Driven Marketing by Lisa Spiller Pdf

In this latest edition of her classic text, Lisa Spiller takes an insightful, in-depth look at contemporary marketing concepts, tactics, and techniques and the dynamic innovations that continue to drive and shape this multi-faceted, multi-dimensional field. Direct, Digital, and Data-Driven Marketing recognizes the growth of the various digital formats as the newest interactive channels for conducting modern marketing. But it does not overlook the traditional principles of direct marketing still relevant today. This book examines the field both as it once was and as it is evolving. With plenty of learning features online resources, the Fifth Edition provides an engaging journey, which will leave any marketing student with a thorough knowledge of how all kinds of businesses manage regular communication with their customer base and target demographic.

Author : Dave Chaffey
Publisher : Financial Times/Prentice Hall
Page : 516 pages
File Size : 40,5 Mb
Release : 2003
Category : Business & Economics
ISBN : PSU:000053243300

Get Book

Internet Marketing by Dave Chaffey Pdf

This guide explains how organisations can use the Internet to support their marketing activities. Building on traditional marketing theory together with emerging academic literature, it details an approach to applying the Internet for marketing.

Author : JOBBER, DAVID/E
Publisher : McGraw Hill
Page : 845 pages
File Size : 41,7 Mb
Release : 2016-03-16
Category : Business & Economics
ISBN : 9780077174156

Get Book

EBOOK: Principles and Practice of Marketing by JOBBER, DAVID/E Pdf

EBOOK: Principles and Practice of Marketing

Author : Dave Chaffey,Fiona Ellis-Chadwick
Publisher : Pearson Higher Ed
Page : 729 pages
File Size : 54,6 Mb
Release : 2015-11-10
Category : Business & Economics
ISBN : 9781292077642

Get Book

Digital Marketing PDF eBook by Dave Chaffey,Fiona Ellis-Chadwick Pdf

'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 practitioner programmes – where we actually buy the book for the students as we believe it is that important. No other text comes close and literally thousands of our graduates have benefitted from it in their subsequent careers: written by the specialist for the specialist.' David Edmundson-Bird Principal Lecturer in Digital Marketing Manchester Metropolitan University Now in its sixth edition, Digital Marketing: Strategy, Implementation and Practice provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies and interviews from cutting edge companies such as eBay and Facebook, to help students understand digital marketing in the real world. Readers will learn best practice frameworks for developing a digital marketing strategy, plus success factors for key digital marketing techniques including search marketing, conversion optimisation and digital communications using social media including Twitter and Facebook. Dave Chaffey is a digital marketing consultant and publisher of marketing advice site SmartInsights.com. He is a visiting lecturer on marketing courses at Birmingham, Cranfield and Warwick universities and the Institute of Direct Marketing. Fiona Ellis-Chadwick is a Senior Lecturer in Marketing at the Loughborough University School of Business and Economics, Director of the Institute of Research Application and Consultancy at Loughborough University, academic marketing consultant and author.

Author : Debra Zahay
Publisher : Business Expert Press
Page : 146 pages
File Size : 52,8 Mb
Release : 2015-01-27
Category : Business & Economics
ISBN : 9781606499252

Get Book

Digital Marketing Management by Debra Zahay Pdf

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.

Author : Dave Chaffey,PR Smith
Publisher : Taylor & Francis
Page : 677 pages
File Size : 53,9 Mb
Release : 2022-07-22
Category : Business & Economics
ISBN : 9781000610918

Get Book

Digital Marketing Excellence by Dave Chaffey,PR Smith Pdf

Now in its sixth edition, the hugely popular Digital Marketing Excellence is a practical guide to creating and executing integrated digital marketing plans, combining established approaches to marketing planning with the creative use of new digital models and digital tools. Written by two highly experienced digital marketing consultants, the book shows you how to: Draw up an outline integrated digital marketing plan Evaluate and apply digital marketing principles and models Integrate online and offline communications Implement customer-driven digital marketing as part of digital transformation Reduce costly trial and error Measure and enhance your digital marketing Learn best practices for reaching and engaging your audiences using the key digital marketing platforms. This new edition has been streamlined to seamlessly integrate the latest developments in digital analytics, ethics and privacy, Predictive Analytics, Machine Learning and Artificial Intelligence. Including new international case studies and up-to-date examples throughout, this book cuts through the jargon to show marketers how to leverage data and digital technologies to their advantage. Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, 6th edition, provides a vital reference point for all digital marketing students, and managers involved in digital marketing strategy and implementation. Online resources have been fully updated for the new edition and include a new set of PowerPoint slides and a full test bank of questions and exercises.

Author : Dave Chaffey,Fiona Ellis-Chadwick
Publisher : Unknown
Page : 0 pages
File Size : 53,6 Mb
Release : 2012
Category : Internet marketing
ISBN : 1783992786

Get Book

Digital Marketing by Dave Chaffey,Fiona Ellis-Chadwick Pdf