MARC details
| 000 -LEADER |
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| fixed length control field |
04172nam a2200601 i 4500 |
| 001 - CONTROL NUMBER |
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| control field |
EBC1934295 |
| 003 - CONTROL NUMBER IDENTIFIER |
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| control field |
MiAaPQ |
| 006 - FIXED-LENGTH DATA ELEMENTS--ADDITIONAL MATERIAL CHARACTERISTICS--GENERAL INFORMATION |
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| fixed length control field |
m o d | |
| 007 - PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION |
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| fixed length control field |
cr cnu|||||||| |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
150129s2015 nyu foab 001 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9781606499252 |
| Qualifying information |
e-book |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| Cancelled/invalid ISBN |
9781606499245 |
| Qualifying information |
paperback |
| 035 ## - SYSTEM CONTROL NUMBER |
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| System control number |
(OCoLC)902646029 |
| 035 ## - SYSTEM CONTROL NUMBER |
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| System control number |
(CaBNVSL)swl00404651 |
| 035 ## - SYSTEM CONTROL NUMBER |
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| System control number |
(MiAaPQ)EBC1934295 |
| 035 ## - SYSTEM CONTROL NUMBER |
|---|
| System control number |
(Au-PeEL)EBL1934295 |
| 035 ## - SYSTEM CONTROL NUMBER |
|---|
| System control number |
(CaPaEBR)ebr11011865 |
| 035 ## - SYSTEM CONTROL NUMBER |
|---|
| System control number |
(CaONFJC)MIL716222 |
| 035 ## - SYSTEM CONTROL NUMBER |
|---|
| System control number |
(OCoLC)902956677 |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
MiAaPQ |
| Language of cataloging |
eng |
| Description conventions |
rda |
| -- |
pn |
| Transcribing agency |
MiAaPQ |
| Modifying agency |
MiAaPQ |
| 050 #4 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5415.1265 |
| Item number |
.Z243 2015 |
| 082 0# - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
658.872 |
| Edition number |
23 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Zahay, Debra L., |
| Relator term |
author. |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Digital marketing management : |
| Remainder of title |
a handbook for the current (or future) CEO / |
| Statement of responsibility, etc |
Debra Zahay. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
First edition. |
| 264 #1 - |
|---|
| -- |
New York, New York (222 East 46th Street, New York, NY 10017) : |
| -- |
Business Expert Press, |
| -- |
2015. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
1 online resource (xvii, 146 pages) |
| 336 ## - |
|---|
| -- |
text |
| -- |
rdacontent |
| 337 ## - |
|---|
| -- |
computer |
| -- |
rdamedia |
| 338 ## - |
|---|
| -- |
online resource |
| -- |
rdacarrier |
| 490 1# - SERIES STATEMENT |
|---|
| Series statement |
Digital and social media marketing and advertising collection, |
| International Standard Serial Number |
2333-8830 |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references and index. |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Foundations -- 1. How did we get here? Definitions and background -- 2. Strategic thought as it relates to digital marketing -- 3. Website design -- Delivery -- 4. Search engine marketing -- 5. E-mail marketing -- 6. Social media and mobile marketing -- Context -- 7. Customer relationship management (CRM) and the role of leadership in digital marketing -- 8. Legal issues: data privacy, security, and intellectual property -- 9. The customer database and analytics -- 10. Concluding thoughts -- Appendix. Digital marketing plan outline -- Index. |
| 506 ## - RESTRICTIONS ON ACCESS NOTE |
|---|
| Terms governing access |
Access restricted to authorized users and institutions. |
| 520 3# - SUMMARY, ETC. |
|---|
| Summary, etc |
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 firm strategy selection. The first step in digital marketing is to understand your company and your brand. The next step is to put content and keywords on your website so that they can be found in search. The next step is to use the other delivery platforms of digital content, e-mail, social, and mobile, to deploy that content to the customer. The final topics in the book focus on the importance of data management and privacy. I discuss 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. After creating a database with high-quality data, I then briefly discuss the use of analytics in digital marketing. After reading this book, the reader should have a good idea of where to start on the path to an integrated digital marketing management strategy. Each chapter concludes with a list of action steps or "what to do next" to get started on implementing a digital marketing strategy as well as review questions and key terminology. |
| 588 ## - |
|---|
| -- |
Title from PDF title page (viewed on January 29, 2015). |
| 590 ## - LOCAL NOTE (RLIN) |
|---|
| Local note |
Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Internet marketing. |
| 653 ## - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
Digital Marketing |
| 653 ## - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
Search Engine Marketing |
| 653 ## - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
E-mail Marketing |
| 653 ## - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
Social Media Marketing |
| 653 ## - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
Data Quality |
| 653 ## - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
Database Management |
| 653 ## - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
Data analytics |
| 655 #4 - INDEX TERM--GENRE/FORM |
|---|
| Genre/form data or focus term |
Electronic books. |
| 776 08 - ADDITIONAL PHYSICAL FORM ENTRY |
|---|
| Display text |
Print version: |
| International Standard Book Number |
9781606499245 |
| 797 2# - LOCAL ADDED ENTRY--CORPORATE NAME (RLIN) |
|---|
| Corporate name or jurisdiction name as entry element |
ProQuest (Firm) |
| 830 #0 - SERIES ADDED ENTRY--UNIFORM TITLE |
|---|
| Uniform title |
Digital and social media marketing and advertising collection. |
| -- |
2333-8830 |
| 856 40 - ELECTRONIC LOCATION AND ACCESS |
|---|
| Uniform Resource Identifier |
<a href="https://ebookcentral.proquest.com/lib/bcsl-ebooks/detail.action?docID=1934295">https://ebookcentral.proquest.com/lib/bcsl-ebooks/detail.action?docID=1934295</a> |
| Public note |
Click to View |
