Learn how to create effective digital marketing campaigns, analyze competitors' behavior, and execute digital marketing with accountability and responsibility with this practical and reality-focused handbook.

Digital Marketing in Practice balances step-by-step practical coverage and an academic theoretical framework, offering a definitive and easy-to-understand resource. It explores key definitions and best practices for tools, channels, and platforms, including SEO, social media marketing, email marketing, and online advertising, demonstrating how to create plans and set goals, design digital marketing campaigns, and evaluate their success for improvement.

The book also describes how to integrate accountability, accessibility, and a responsible sustainability message. It includes interviews with industry professionals and case examples from a range of brands, as well as step-by-step guides, checklists, and critical reflections.

Supported by online resources that include lecture slides, self-assessment questions, group activities, worksheets, additional interactive case studies, and links to further resources, it serves as an integral text to equip students with the tools they need to develop and implement successful digital marketing strategies.

Pages: 496

Year of Publication: 0303

Dimensions: 17.3x17.3cm