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. 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

Publication Date: Jan 27, 2015

Number of Pages: 146 pages

Binding: Paperback or Softback

ISBN-10: 1606499246

ISBN-13: 9781606499245