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Digital Marketing

The Essentials Charles Hofacker, College of Business, Florida State University, US
Extent: c 192 pp
Hardback Price: $110.00 Web: $99.00
Publication Date: June 2018
ISBN: 978 1 78811 534 6
Availability: Not yet published
Paperback Price: $34.95 Web: $27.96
Publication Date: June 2018
ISBN: 978 1 78811 536 0
Availability: Not yet published
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  • eISBN: 978 1 78811 535 3

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  • Business and Management
  • Marketing
Contents: Part I Marketing and Digital Networks 1. What Is Digital Marketing? 2. Electronic Service 3. Internet Design and Philosophy 4. Observational and Experimental Data 5. Legal and Ethical Aspects of Digital Marketing 6. Internal Company Operations Part II Digital Networks as a Communications Medium 7. Consumer-Business Relationships 8. Business-Business Relationships 9. The Online Audience 10. Human Information Processing 11. Visual Design Practice 12. Writing for the Screen 13. Site Structure 14. Interactive Advertising Part III Digital Networks as a Distribution Channel 15. Consumer Problem Solving Online 16. Consumer Search 17. Channels and Direct Channels 18. Mobile Devices 19. Selling Strategy 20. Hubs and Auctions 21. Information versus Inventory Part IV Digital Networks as a Connection Service 22. Information Products 23. User-Generated Content 24. Virtual Communities 25. Social Media 26. Strategy in a Networked World 27. The Future of E-Marketing Index