Digital Marketing Management: A Handbook for the Current (or Future) CEO

This book is for managers and would-be managers who need to upgrade their knowledge of digital marketing....
Dhs. 117.92 AED
Dhs. 117.92 AED
SKU: 9781606499245
Product Type: Books
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Author: Debra Zahay
Format: Paperback
Language: English
Subtotal: Dhs. 117.92
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Digital Marketing Management: A Handbook for the Current (or Future) CEO by Zahay, Debra

Digital Marketing Management: A Handbook for the Current (or Future) CEO

Dhs. 117.92

Digital Marketing Management: A Handbook for the Current (or Future) CEO

Dhs. 117.92
Author: Debra Zahay
Format: Paperback
Language: English
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: Debra Zahay
Publisher: Business Expert Press
Published: 01/27/2015
Pages: 146
Binding Type: Paperback
Weight: 0.51lbs
Size: 9.00h x 6.00w x 0.36d
ISBN: 9781606499245

About the Author
Dr. Debra Zahay is full professor of marketing and director of the Master of Science in digital marketing and analytics at St. Edward's University in Austin Texas. She holds her PhD from the University of Illinois, Urbana, -Champaign, her MBA from Northwestern University in Evanston, Illinois, her JD from Loyola University in Chicago, Illinois and her AB from Washington University in St. Louis, Missouri. Dr. Zahay researches how firms use customer information for competitive advantage. She has published extensively and presented her work at many academic and practitioner conferences. She has co-authored two additional textbooks in digital and social media marketing.

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