Digital Marketing (Record no. 65452)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 04384nam a22005415i 4500 |
| 001 - CONTROL NUMBER | |
| control field | 978-3-031-69518-6 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | DE-He213 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20251030114601.0 |
| 007 - PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION | |
| fixed length control field | cr nn 008mamaa |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 241203s2024 sz | s |||| 0|eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9783031695186 |
| -- | 978-3-031-69518-6 |
| 024 7# - OTHER STANDARD IDENTIFIER | |
| Standard number or code | 10.1007/978-3-031-69518-6 |
| Source of number or code | doi |
| 050 #4 - LIBRARY OF CONGRESS CALL NUMBER | |
| Classification number | HF5410-5417.5 |
| 072 #7 - SUBJECT CATEGORY CODE | |
| Subject category code | KJS |
| Source | bicssc |
| 072 #7 - SUBJECT CATEGORY CODE | |
| Subject category code | BUS043000 |
| Source | bisacsh |
| 072 #7 - SUBJECT CATEGORY CODE | |
| Subject category code | KJS |
| Source | thema |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Solberg Söilen, Klaus. |
| Relator term | author. |
| Authority record control number | (orcid)0000-0002-2427-3148 |
| -- | https://orcid.org/0000-0002-2427-3148 |
| Relator code | aut |
| -- | http://id.loc.gov/vocabulary/relators/aut |
| 9 (RLIN) | 88493 |
| 245 10 - TITLE STATEMENT | |
| Title | Digital Marketing |
| Medium | [electronic resource] : |
| Remainder of title | Tools, Techniques and Best Practices for Graduate Students and Managers / |
| Statement of responsibility, etc. | by Klaus Solberg Söilen. |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 1st ed. 2024. |
| 264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE | |
| Place of production, publication, distribution, manufacture | Cham : |
| Name of producer, publisher, distributor, manufacturer | Springer Nature Switzerland : |
| -- | Imprint: Springer, |
| Date of production, publication, distribution, manufacture, or copyright notice | 2024. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | XXIX, 457 p. 67 illus. |
| Other physical details | online resource. |
| 336 ## - CONTENT TYPE | |
| Content type term | text |
| Content type code | txt |
| Source | rdacontent |
| 337 ## - MEDIA TYPE | |
| Media type term | computer |
| Media type code | c |
| Source | rdamedia |
| 338 ## - CARRIER TYPE | |
| Carrier type term | online resource |
| Carrier type code | cr |
| Source | rdacarrier |
| 347 ## - DIGITAL FILE CHARACTERISTICS | |
| File type | text file |
| Encoding format | |
| Source | rda |
| 490 1# - SERIES STATEMENT | |
| Series statement | Springer Texts in Business and Economics, |
| International Standard Serial Number | 2192-4341 |
| 505 0# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Understanding the Digital Environment -- Big Data and Data Mining -- Data Quality -- Customer Analytics: Profiles, Personas, Personalization -- Monitoring Performance and Crushing the Numbers, KPIs -- Search Engine Optimization (SEO) -- Click Analytics -- The Online Buying Process -- Checkout and Payment Options -- The e-commerce Website and Mobile App -- Information Architecture -- Building an Attractive Site Structure -- Mobile Interface Is All -- The Role of Influencers, Celebrity Endorsements, and Identifying Opinion Leaders -- Storytelling in Marketing -- Stealth Marketing on Social Media -- The Video-First World: How Everything Is Video and Evaluated in Seconds -- Why Music Matters in Digital Marketing -- Drafting the Storyline, Expected Emotions -- Embedding -- Real-Time Video Editing -- Social CRM -- Personal Branding -- Building Brands Online and Brand Identity -- Online Partnerships -- Omnichannel Marketing -- Gamification Strategies -- Cross-Selling and Upselling -- AI and Marketing Automation -- Geolocation of Visitors -- Dropshipping -- Browsing and Purchasing Online -- B2B Digital Marketing -- Impact on Employment -- The Evolution of PR and Communications in the Digital Age -- The Art and Science of Copywriting -- Ethics in Digital Marketing -- Banner and Native Advertising, Display Champaigns -- Digital Cultures -- Strategies and Business Models in Digital Marketing -- Cookies and Privacy Concerns -- Using Google Ads in Digital Marketing -- E-governance -- Social Networks and E-learning -- Digital Healthcare. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | 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. . |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | |
| 9 (RLIN) | 521 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | |
| 9 (RLIN) | 57391 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | |
| 650 14 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | |
| 9 (RLIN) | 521 |
| 650 24 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | |
| 9 (RLIN) | 57391 |
| 650 24 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | |
| 710 2# - ADDED ENTRY--CORPORATE NAME | |
| Corporate name or jurisdiction name as entry element | SpringerLink (Online service) |
| 773 0# - HOST ITEM ENTRY | |
| Title | Springer Nature eBook |
| 776 08 - ADDITIONAL PHYSICAL FORM ENTRY | |
| Relationship information | Printed edition: |
| International Standard Book Number | 9783031695179 |
| 776 08 - ADDITIONAL PHYSICAL FORM ENTRY | |
| Relationship information | Printed edition: |
| International Standard Book Number | 9783031695193 |
| 776 08 - ADDITIONAL PHYSICAL FORM ENTRY | |
| Relationship information | Printed edition: |
| International Standard Book Number | 9783031695209 |
| 830 #0 - SERIES ADDED ENTRY--UNIFORM TITLE | |
| Uniform title | Springer Texts in Business and Economics, |
| International Standard Serial Number | 2192-4341 |
| 9 (RLIN) | 69742 |
| 856 40 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://doi.org/10.1007/978-3-031-69518-6">https://doi.org/10.1007/978-3-031-69518-6</a> |
| 912 ## - | |
| -- | ZDB-2-BUM |
| 912 ## - | |
| -- | ZDB-2-SXBM |
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