Digital Marketing Strategy

Create Strategy, Put It Into Practice, Sell More

Niko Lahtinen, Kimmo Pulkka, Heikki Karjaluoto, Joel Mero (Autoren)

Buch | Hardcover

168 Seiten

2023
Edward Elgar Publishing Ltd (Verlag)
978-1-0353-1130-9 (ISBN)

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This cutting-edge book presents a detailed overview of digital marketing strategy, which has evolved following rapid digitalization that occurred during the COVID-19 pandemic. Providing detailed examinations of different digital marketing techniques, it demonstrates how organizations’ digital marketing strategies can be developed and implemented.

Digital Marketing Strategy features a thorough analysis of how digital marketing can be utilized to increase sales through new customer acquisition and through increasing the life cycle value of its existing customers. Chapters explore how buyer personas can be used to frame marketing as an advantageous service. Ultimately, this instructive book highlights that the core of digital marketing is based on market analysis, the value proposition built on it, and observed competitive advantage.

With fresh insights into the developing areas of content and influencer marketing, this book will be of immense worth to students and scholars studying digital marketing strategy. It will also be highly applicable to those working in the field of digital marketing who promote products and services that require buyer judgement.

Niko Lahtinen, Principal Owner and Commercial Director, Suomen Digimarkkinointi Oy, Finland, Kimmo Pulkka, Partner and Head of the Content Marketing Unit, Suomen Digimarkkinointi Oy, Heikki Karjaluoto, Professor, Faculty of Information Technology, University of Jyväskylä, Finland and Joel Mero, Assistant Professor of Marketing, School of Business and Economics, University of Jyväskylä, Finland

Contents: PART I STRATEGIC ANALYSIS AND PLANNING 1. An introduction to digital marketing 2. Analysis of the digitalized business environment 3. Digital marketing strategy PART II IMPLEMENTING MARKETING STRATEGY IN PRACTICE 4. Implementing strategy using the MRACE® model 5. Digital marketing channels and tools 6. Digital marketing work in practice 7. In closing: the future of digital marketing Bibliography Index

Erscheinungsdatum	10.07.2023
Verlagsort	Cheltenham
Sprache	englisch
Maße	169 x 244 mm
Themenwelt	Mathematik / Informatik ► Informatik ► Web / Internet
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
	Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
	Wirtschaft ► Betriebswirtschaft / Management ► Wirtschaftsinformatik
ISBN-10	1-0353-1130-5 / 1035311305
ISBN-13	978-1-0353-1130-9 / 9781035311309
Zustand	Neuware