This short form textbook provides readers with a comprehensive yet concise overview of the fundamentals of Digital Marketing.
The author, a well-renowned teacher and writer on the subject, presents a concise and clear structure that works step by step through each of the core aspects of the subject, including SEO, metrics and analytics, web development, e-commerce, social media and digital marketing strategy.
Presented in nine chapters to suit delivery periods at both undergraduate and postgraduate levels, this book can be used either as a core text that gives tutors a sound platform on which to structure a module on digital marketing or as supporting text where digital marketing is an element of a module with a broader scope, such as strategic marketing.
Pedagogical features include an essential summary paragraph at the start of each chapter, focused references and further reading. There is also online teaching and learning support for both in-class and digital delivery, including suggested case studies, chapter questions and other activities.
Table of Contents
1. The digital marketing landscape
2. Search engine optimization
3. Website development
4. The retail website
5. The b2b website
6. Advertising online
7. Email marketing
8. Marketing on social media
9. Metrics and analytics
Alan Charlesworth has been involved in what is now commonly referred to as ‘digital marketing’ in either practical, training, research, advisory, consultancy or academic roles since 1996.
"This is a great introduction to digital marketing, which gets students’ up-to-speed in an easily digestible way. It covers some of the key areas of digital marketing communications, such as SEO, search engine advertising, email, etc. I highly recommend this book if you want something that explains key concepts in a clear and easy way, without the jargon."
Tanya Hemphill, Senior Lecturer in Strategic & Digital Marketing at Manchester Metropolitan University, UK