Your complete and accessible guide to all aspects of digital marketing, from tools and channels to strategy, planning and marketing management. This fully updated third edition explores the application of AI in marketing, how digital disruption leads to transformation, and the Metaverse and its different realities. It also highlights the UN Sustainable Development Goals in each chapter and how these apply to marketing.

With an excellent blend of theory, research, practice and application, key features include:
* New case studies from a range of global organizations from 20 countries, including Back Market, Spotify and Nykaa.
* A new running case study throughout the book which looks at Uber.
* Ethical Insights which highlight responsible marketing and support PRME.
* Professional Skills which address employability.
* Discover More and Digital Tools text boxes.
* Activities, exercises and Smartphone Sixty Seconds (R) icebreakers which help students apply their understanding of each chapter.

Essential reading for all students and practitioners of digital marketing.

About the Author
Annmarie Hanlon teaches Digital and Social Media Marketing at the Cranfield School of Management and is a practitioner working on digital marketing strategy and social media projects with regional, national and international organisations. Originally a graduate in French and Linguistics, she subsequently gained a Masters in Business Administration, focusing on marketing planning. She studied for the Chartered Institute of Marketing Diploma for which she won the Worshipful Company of Marketors' award for the best worldwide results. As an early adopter, working in 'online marketing' since 1990, Dr Hanlon is a Fellow of the Chartered Institute of Marketing, a Member of the Marketing Institute Ireland and a Liveryman of the Worshipful Company of Marketors. A past winner of the Mais Scholarship, her research interests include the strategic use of digital marketing and social media in organisations, differences in practice between generations and ethical issues in practice. Annmarie's SAGE textbooks include Digital Marketing, Strategic Planning and Integration and The Digital Marketing Planner. Follow her updates on Twitter @AnnmarieHanlon

Reviews

This edition is good. The amount and diversity of ped activities is what I think makes this book great. With the workbook we have all that we need for our extended course in skill-based experience of planning and implementing a digital marketing plan.

-- Cathrine von Ibenfeldt

It is a very helpful and comprehensive book on Digital Marketing Strategy, that could improve on the link between Strategy and Implementation and Academic Information & Practical Information. Include more visuals like pictures, tables and figures for better comprehension and learning.

Cross refence more between chapters and perhaps refer also to digital resources more.

-- Inga Mons

Some further changes to get the structure of the 2^nd edition right, and some reinforcement of technical chapters are warranted. But more importantly, it is really paramount to reinforce throughout the book the link with relevant academic research. It's not there yet and even the recommended journals are oddly appointed vs. the current scholarly debate around key topics.

-- Lara Stocci

The contents of the chapters are well selected. The language is easy to understand for a variety of students. I would expect more visual examples in all chapters as the students link the topic easier when they see real life examples. The learning features are well thought but they might be intrusive if they are used a lot in the chapters. The chapter structure & design can be revisited to make the sections more consistent (some chapters have too many subheadings while some chapters rely on long paragraphs). The figures could be more professionally designed.

-- Ediz Akcay



Book Information
ISBN 9781529680447
Author Annmarie Hanlon
Format Hardback
Page Count 496
Imprint Sage Publications Ltd
Publisher Sage Publications Ltd