Marketing in a Digital Age (Textbook)

Marketing in a Digital Age (Textbook)

Description

Marketing in a Digital Age is an advanced guide to the field of digital marketing. It begins by introducing the concept of digital media, and proceeds by unpacking the unique role that digital marketing plays within the broader field of marketing. As such, students will be given an opportunity to explore digital marketing strategy, as well as digital development and digital channels. They will also be exposed to various types of marketing within the digital sphere – including content marketing, search marketing, digital push marketing, social media marketing, video marketing and affiliate marketing. The title concludes with a valuable discussion on ‘big data’, and the role that it plays in the digital marketing environment.

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