The Sage Handbook Of Digital Marketing

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The SAGE Handbook of Digital Marketing

Annmarie Hanlon,Tracy L. Tuten
The SAGE Handbook of Digital Marketing Book PDF

Author : Annmarie Hanlon,Tracy L. Tuten
Publisher : SAGE
Page : 670 pages
File Size : 52,5 Mb
Release : 2022-06-10
Category : Business & Economics
ISBN : 9781529786460

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The SAGE Handbook of Digital Marketing by Annmarie Hanlon,Tracy L. Tuten Pdf

Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing. Part 1: Foundations of Digital Marketing Part 2: Methodologies and Theories in Digital Marketing Part 3: Channels and Platforms in Digital Marketing Part 4: Tools, Tactics and Techniques in Digital Marketing Part 5: Management and Metrics in Digital Marketing Part 6: Ethical Issues in Digital Marketing

The SAGE Handbook of Digital & Social Media Marketing

Annmarie Hanlon,Tracy L. Tuten
The SAGE Handbook of Digital Social Media Marketing Book PDF

Author : Annmarie Hanlon,Tracy L. Tuten
Publisher : SAGE
Page : 0 pages
File Size : 55,5 Mb
Release : 2022-06-25
Category : Business & Economics
ISBN : 9781529786323

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The SAGE Handbook of Digital & Social Media Marketing by Annmarie Hanlon,Tracy L. Tuten Pdf

Digital and social media marketing have been defining and transformative topics in marketing research and practice in the early 21st century. These two Handbooks provide a digital and social media marketing journey that flows from methods and methodologies. Each volume investigates the overarching factors within these domains in a logical order, captured in one place for those seeking to research and learn more about these areas. This two-volume set is the first dedicated scholarly collection to consolidate the research, theorising, industry practices and future implications. It brings together the critical factors in digital and social media marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital and social media marketing. Volume 1: The SAGE Handbook of Digital Marketing Part 1: Foundations of Digital Marketing Part 2: Methodologies and Theories in Digital Marketing Part 3: Channels and Platforms in Digital Marketing Part 4: Tools, Tactics and Techniques in Digital Marketing Part 5: Management and Metrics in Digital Marketing Part 6: Ethical Issues in Digital Marketing Volume 2: The SAGE Handbook of Social Media Marketing Part 1: Foundations of Social Media Marketing Part 2: Methodologies and Theories in Social Media Part 3: Channels and Platforms in Social Media Part 4: Tools, Tactics, and Techniques in Social Media Marketing Part 5: Management and Metrics in Social Media Part 6: Ethical Issues in Social Media

The SAGE Handbook of Digital Marketing

Annmarie Hanlon,Tracy L. Tuten
The SAGE Handbook of Digital Marketing Book PDF

Author : Annmarie Hanlon,Tracy L. Tuten
Publisher : Unknown
Page : 0 pages
File Size : 51,7 Mb
Release : 2022
Category : Internet marketing
ISBN : 1529782503

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The SAGE Handbook of Digital Marketing by Annmarie Hanlon,Tracy L. Tuten Pdf

This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics.

The SAGE Handbook of Social Media Marketing

Annmarie Hanlon,Tracy L. Tuten
The SAGE Handbook of Social Media Marketing Book PDF

Author : Annmarie Hanlon,Tracy L. Tuten
Publisher : SAGE
Page : 425 pages
File Size : 52,9 Mb
Release : 2022-06-16
Category : Business & Economics
ISBN : 9781529788433

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The SAGE Handbook of Social Media Marketing by Annmarie Hanlon,Tracy L. Tuten Pdf

Social media marketing has become indispensable for marketers who utilize social media to achieve marketing objectives ranging from customer care to advertising to commerce. This Handbook explores the foundations and methodologies in analysing the important aspects of social media for organisations and consumers. It investigates critical areas concerning communities, culture, communication and content, and considers social media sales. This Handbook brings together the critical factors in social media marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring the area. Part 1: Foundations of Social Media Marketing Part 2: Methodologies and Theories in Social Media Part 3: Channels and Platforms in Social Media Part 4: Tools, Tactics, and Techniques in Social Media Marketing Part 5: Management and Metrics in Social Media Part 6: Ethical Issues in Social Media

The SAGE Handbook of Marketing Ethics

Lynne Eagle,Stephan Dahl,Patrick De Pelsmacker,Charles R. Taylor
The SAGE Handbook of Marketing Ethics Book PDF

Author : Lynne Eagle,Stephan Dahl,Patrick De Pelsmacker,Charles R. Taylor
Publisher : SAGE
Page : 975 pages
File Size : 47,9 Mb
Release : 2020-10-05
Category : Business & Economics
ISBN : 9781529738575

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The SAGE Handbook of Marketing Ethics by Lynne Eagle,Stephan Dahl,Patrick De Pelsmacker,Charles R. Taylor Pdf

The SAGE Handbook of Marketing Ethics draws together an exhaustive overview of research into marketing’s many ethical conundrums, while also promoting more optimistic perspectives on the ways in which ethics underpins organizational practices. Marketing ethics has emerged in recent years as the key and collective concern within the ever-divergent fields of marketing and consumer research. This handbook brings together a rich and diverse body of scholarly research, with chapters on all major topics relevant to the field of marketing ethics, whilst also outlining future research directions. PART 1: Foundations of Marketing Ethics PART 2: Theoretical and Research Approaches to Marketing Ethics PART 3: Marketing Ethics and Social Issues PART 4: Issues in Consumer Ethics PART 5: Ethical Issues in Specific Sectors PART 6: Ethical Issues in the Marketing Mix PART 7: Concluding Comments and Reflections

The SAGE Handbook of Social Media Marketing

Annmarie Hanlon,Tracy L. Tuten
The SAGE Handbook of Social Media Marketing Book PDF

Author : Annmarie Hanlon,Tracy L. Tuten
Publisher : Unknown
Page : 0 pages
File Size : 49,7 Mb
Release : 2022
Category : Social media
ISBN : 152978249X

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The SAGE Handbook of Social Media Marketing by Annmarie Hanlon,Tracy L. Tuten Pdf

Social media marketing has become indispensable for marketers who utilize social media to achieve marketing objectives ranging from customer care to advertising to commerce. This Handbook explores the foundations and methodologies in analysing the important aspects of social media for organisations and consumers. It investigates critical areas concerning communities, culture, communication and content, and considers social media sales. This Handbook brings together the critical factors in social media marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring the area. Part 1: Foundations of Social Media Marketing; Part 2: Methodologies and Theories in Social Media; Part 3: Channels and Platforms in Social Media; Part 4: Tools, Tactics, and Techniques in Social Media Marketing; Part 5: Management and Metrics in Social Media; and Part 6: Ethical Issues in Social Media.

The Digital Marketing Planner

Annmarie Hanlon
The Digital Marketing Planner Book PDF

Author : Annmarie Hanlon
Publisher : Sage Publications Limited
Page : 196 pages
File Size : 42,8 Mb
Release : 2022-02-12
Category : Electronic
ISBN : 152974279X

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The Digital Marketing Planner by Annmarie Hanlon Pdf

Your step-by-step guide to creating your own digital marketing plan. From assessing a company and creating strategy and objectives, to planning resources and presenting your work. Includes 'Annmarie's Advice', where the author shares her personal experience of digital marketing and extra hints and tips. This handy planner will instill you with the know-how, skills and confidence you need to form and implement your own strategic plan. At each step you'll: Learn all the key information you need. See theory in practice through the running Zoom case example. Apply what you've learnt through 50 interactive activities and build your plan.

The SAGE Handbook of Marketing Theory

Pauline Maclaran,Michael Saren,Barbara Stern,Mark Tadajewski
The SAGE Handbook of Marketing Theory Book PDF

Author : Pauline Maclaran,Michael Saren,Barbara Stern,Mark Tadajewski
Publisher : SAGE
Page : 546 pages
File Size : 43,7 Mb
Release : 2009-12-04
Category : Business & Economics
ISBN : 9781446206980

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The SAGE Handbook of Marketing Theory by Pauline Maclaran,Michael Saren,Barbara Stern,Mark Tadajewski Pdf

Bringing together the latest debates concerning the development of marketing theory, featuring original contributions from a selection of leading international authors, this collection aims to give greater conceptual cohesion to the field, by drawing together the many disparate perspectives and presenting them in one volume. The contributors are all leading international scholars, chosen to represent the intellectual diversity within marketing theory. Divided into six parts, the Handbook covers the historical development of marketing theory; its philosophical underpinnings; major theoretical debates; the impact of theory on representations of the consumer; the impact of theory on representations of the marketing organisation and contemporary issues in marketing theory.

Digital Marketing

Annmarie Hanlon
Digital Marketing Book PDF

Author : Annmarie Hanlon
Publisher : SAGE
Page : 582 pages
File Size : 55,8 Mb
Release : 2021-12-15
Category : Business & Economics
ISBN : 9781529786422

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Digital Marketing by Annmarie Hanlon Pdf

An unbiased, balanced guide to all aspects of digital marketing, from social media, mobile and VR marketing to objectives, metrics and analytics. Covering all aspects of digital marketing planning and the latest models, the book also offers a range of tools to help implement your own digital marketing plans and strategies. The second edition has been expanded to include new discussions and research on areas including digital privacy, types of influencers, social listening and the gig economy. Key features: Supported by case examples from 28 global companies and brands including IKEA, Uber, Klarna and TikTok. A brand-new case study on Strava runs throughout the book to help you apply what you’ve learnt to real-world scenarios. ‘Ethical Insight’ boxes provide a reflective and challenging look at social issues and the negative side of marketing. ‘Digital Tool’ boxes introduce professional tools, such as ‘Spot the Troll’, Hootsuite and Padlet. The ‘Smartphone Sixty Seconds’ feature provides super-quick online activities using needing only your phone. Includes a new ‘Journal of Note’ feature in each chapter, to direct you to a key source of further reading. Worked digital marketing plan. Complimented by online resources, including PowerPoint slides, and Instructor’s Manual, quizzes, recommended video links and free SAGE Journal articles. Suitable for digital and e-marketing courses at all levels, as well as professional courses for anyone interested in gaining a holistic understanding of digital marketing.

Handbook of Marketing Scales

William O. Bearden,Richard G. Netemeyer
Handbook of Marketing Scales Book PDF

Author : William O. Bearden,Richard G. Netemeyer
Publisher : SAGE
Page : 568 pages
File Size : 46,8 Mb
Release : 1999-11-12
Category : Business & Economics
ISBN : 076191000X

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Handbook of Marketing Scales by William O. Bearden,Richard G. Netemeyer Pdf

A total of 192 multi-item scales, each presented in a consistent format, on topics such as individual behaviour, consumer psychology, values and attitudes are provided in this 2nd edition. A comprehensive index is included.

The SAGE Handbook of Propaganda

Paul Baines,Nicholas O′Shaughnessy,Nancy Snow
The SAGE Handbook of Propaganda Book PDF

Author : Paul Baines,Nicholas O′Shaughnessy,Nancy Snow
Publisher : SAGE
Page : 896 pages
File Size : 40,5 Mb
Release : 2019-11-25
Category : Social Science
ISBN : 9781526486233

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The SAGE Handbook of Propaganda by Paul Baines,Nicholas O′Shaughnessy,Nancy Snow Pdf

The SAGE Handbook of Propaganda unpacks the ever-present and exciting topic of propaganda to explain how it invades the human psyche, in what ways it does so, and in what contexts. As a beguiling tool of political persuasion in times of war, peace, and uncertainty, propaganda incites people to take, often violent, action, consciously or unconsciously. This pervasive influence is particularly prevalent in world politics and international relations today. In this interdisciplinary Handbook, the editors have gathered together a group of world-class scholars from Europe, America, Asia, and the Middle East, to discuss leadership propaganda, war propaganda, propaganda for peace marketing, propaganda as a psychological tool, terror-enhanced propaganda, and the contemporary topics of internet-mediated propaganda. Unlike previous publications on the subject, this book brings to the forefront current manifestations and processes of propaganda such as Islamist, and Far Right propaganda, from interdisciplinary perspectives. In its four parts, the Handbook offers researchers and academics of propaganda studies, peace and conflict studies, media and communication studies, political science and governance marketing, as well as intelligence and law enforcement communities, a comprehensive overview of the tools and context of the development and evolution of propaganda from the twentieth century to the present: Part One: Concepts, Precepts and Techniques in Propaganda Research Part Two: Methodological Approaches in Propaganda Research Part Three: Tools and Techniques in Counter-Propaganda Research Part Four: Propaganda in Context

The SAGE Handbook of Advertising

Gerard J Tellis,Tim Ambler
The SAGE Handbook of Advertising Book PDF

Author : Gerard J Tellis,Tim Ambler
Publisher : SAGE
Page : 512 pages
File Size : 41,7 Mb
Release : 2007-10-24
Category : Business & Economics
ISBN : 9781446265901

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The SAGE Handbook of Advertising by Gerard J Tellis,Tim Ambler Pdf

'In this era of 'snackable' content which satisfies only in the moment, it's great to have a comprehensive Advertising Handbook which one can consult repeatedly. The references are comprehensive and the Handbook opens up many key areas for practitioners' - Hamish Pringle, Director General, IPA 'Finally, a Handbook of Advertising that brings the field up-to-date. I am impressed with its comprehensive coverage of topics and the distinguished specialists who have shared their key findings with us' - Philip Kotler, Kellogg School of Management 'When trying to make sense of the mystifying world of advertising, academics and practitioners often seem to inhabit separate universes. Not in this Handbook. For once, the best brains from each side genuinely collude – with constructive results. Wise agencies will read it before their clients do' - Sir Martin Sorrell, CEO, WPP 'This mighty tome brings together a vast range of views of advertising based on deep experience and scholarship. For practitioners and academics alike, it will be a voyage of discovery and enlightenment' - Lord (Maurice) Saatchi, Chairman, M&C Saatchi 'This magnificent volume captures all we need to know about how advertising works and its context' - Baroness (Peta) Buscombe, Director General, Advertising Association, London Advertising is a field that has attracted a great deal of academic attention, but to date there has been no summarising of the state of the art of research. This far reaching and scholarly Handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the UK and the USA. Tim Ambler and Gerald J Tellis archive their aim of setting advertising and the theory that underpins it in its historical and societal context, show-casing the most significant advertising research questions of our time and pointing readers in the direction of future avenues for fruitful investigation. The SAGE Handbook of Advertising would be a welcome addition to any marketing academics bookshelf.

The SAGE Handbook of Service-Dominant Logic

Stephen L. Vargo,Robert F. Lusch
The SAGE Handbook of Service Dominant Logic Book PDF

Author : Stephen L. Vargo,Robert F. Lusch
Publisher : SAGE
Page : 1237 pages
File Size : 48,9 Mb
Release : 2018-10-08
Category : Business & Economics
ISBN : 9781526455505

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The SAGE Handbook of Service-Dominant Logic by Stephen L. Vargo,Robert F. Lusch Pdf

Service-Dominant Logic presents a major paradigm shift in thinking about value creation and markets, moving from a ‘goods/product’ logic to a logic that treats the process of service provision as the basis of all exchange, both commercial and social. This timely Handbook brings together chapters written by a stellar cast of expert authors from around the globe, arranged around eleven core themes, to provide a comprehensive overview of key issues, developments, debates and potential future directions for this dynamic field of study: Part 1: Introduction and Background Part 2: Value Cocreation Part 3: Service Exchange Part 4: Service Ecosystems Part 5: Institutions and Institutional Arrangements Part 6: Resources and Resource Integration Part 7: Actors and Practices Part 8: Innovation Part 9: Midrange Theory Part 10: Selected Applications Part 11: Reflections and Prospects This Handbook is an essential reference text for scholars, students, consultants and advanced practitioners across a wide range of business & management practices and academic disciplines.

Digital Marketing

Annmarie Hanlon
Digital Marketing Book PDF

Author : Annmarie Hanlon
Publisher : SAGE
Page : 510 pages
File Size : 55,8 Mb
Release : 2018-12-29
Category : Business & Economics
ISBN : 9781526454881

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Digital Marketing by Annmarie Hanlon Pdf

An unbiased approach to the latest digital marketing models, offering students and practitioners a range of tools to implement in their digital marketing planning and strategy. Covering all aspects of digital marketing planning, and the latest digital marketing models, the book aims to provide a roadmap for a digital marketing journey. As such, its structure maps against the development of a digital marketing plan. In addition to this, the content is supported by case examples from real-world organizations, and a number of features throughout the chapters: Smartphone sixty seconds features in every chapter, to evaluate influencers in relation to the topic covered. Digital tool boxes introduce professional tools (for example how Google shares its aggregate data to inform marketers about shopping insights, trends and benchmarks Ethical insights provide a reflective and challenging look at social issues and the negative sides to marketing. The book is complemented by online resources for both instructors and students, these include PowerPoint slides, an instructor’s guide, exercises and activities relating to each chapter, digital marketing planning documents, digital marketing model templates, quizzes, annotated recommended video links, links to free online tools and SAGE journal article recommendations. Suitable for digital and e-marketing courses on marketing and advertising degrees as well as professional courses for anyone interested in gaining a holistic understanding of digital marketing.

The SAGE Handbook of Digital Technology Research

Sara Price,Carey Jewitt,Barry Brown
The SAGE Handbook of Digital Technology Research Book PDF

Author : Sara Price,Carey Jewitt,Barry Brown
Publisher : SAGE
Page : 726 pages
File Size : 42,8 Mb
Release : 2013-07-31
Category : Social Science
ISBN : 9781473971271

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The SAGE Handbook of Digital Technology Research by Sara Price,Carey Jewitt,Barry Brown Pdf

Research on and with digital technologies is everywhere today. This timely, authoritative Handbook explores the issues of rapid technological development, social change, and the ubiquity of computing technologies which have become an integrated part of people′s everyday lives. This is a comprehensive, up-to-date resource for the twenty-first century. It addresses the key aspects of research within the digital technology field and provides a clear framework for readers wanting to navigate the changeable currents of digital innovation. Main themes include: - Introduction to the field of contemporary digital technology research - New digital technologies: key characteristics and considerations - Research perspectives for digital technologies: theory and analysis - Environments and tools for digital research - Research challenges Aimed at a social science audience, it will be of particular value for postgraduate students, researchers and academics interested in research on digital technology, or using digital technology to undertake research.