Digital Marketing in Practice

Section - ONE: Basic concepts and elements of digital marketing; Chapter - 01: Introduction to digital marketing; Chapter - 02: Planning a digital marketing strategy; Chapter - 03: Digital marketing campaigns; Chapter - 04: Accountability in the digital age; Section - TWO: Researching the digital environment; Chapter - 05: The macro environment; Chapter - 06: The micro environment; Chapter - 07: Market segmentation, targeting and positioning; Chapter - 08: Big Data; Section - THREE: Online customer behaviour; Chapter - 09: Primary and secondary data sources; Chapter - 10: The digital consumer; Chapter - 11: Customer journey and experiences; Chapter - 12: Socially responsible consumer behaviour; Chapter - 13: Global Consumer Behaviour; Section - FOUR: Implementing digital marketing; Chapter - 14: Objective setting; Chapter - 15: Marketing mix for the digital world; Chapter - 16: Digital tools, techniques and technology; Chapter - 17: Social media marketing channels and concepts; Chapter - 18: Digital marketing channels and platforms Section - FIVE: Measurement and evaluation; Chapter - 19: Evaluation of digital marketing success - Dashboards and challenges of data-driven marketing; Chapter - 20: Data analytics and metrics; Chapter - 21: Digital marketing audit; Chapter - 22: Managing, testing and improving campaigns; Section - SIX: Legal and ethical considerations; Chapter - 23: Ethical considerations; Chapter - 24: Sustainability in the digital world; Chapter - 25: Legal considerations

Hanne Knight is Lecturer in Marketing at the University of Plymouth, UK, where she also leads its Digital and Social Media Marketing MSc. She draws on practitioner experience gained working in industry and is a Fellow of the Higher Education Academy, a member of the Institute of Direct and Digital Marketing (IDM) and the Digital Marketing Institute (DMI). A regular academic journal article reviewer, she has presented papers at international conferences.