emarketing 5th édition PDF

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About the Book :

The newly updated edition - based on Quirk's unique Think, Create, Engage, Optimise structure and processes - includes chapters on the latest marketing trends as well as updated facts and figures and all new real-world case studies showing the application of digital best practice.

Other important updates include:

• Expansion of the THINK section to better position itself as a platform for approaching the rest of the book and the marketing process overall.
• Enormous improvements to the Market Research and Strategy chapters and the addition of a Content Strategy chapter.
• New Usability Design chapter.
• Expansion of the Video Marketing and Mobile chapters to reflect the growing importance of these areas in the digital landscape.

Table of Contents

Part One : Think

• Chapter 1 : Strategy and context
• Chapter 2 : Understanding customer behavior
• Chapter 3 : Data-driven decision making
• Chapter 4 : Market research

Part Two : Create

• Chapter 5 : User experience (UX) design
• Chapter 6 : Web development and design

• Chapter 7 : Mobile channels and apps
• Chapter 8 : Search engine optimisation (SEO)
• Chapter 9 : Digital copywriting
• Chapter 10 : e-Commerce

Part Three : Engage

• Chapter 11 : Search advertising
• Chapter 12 : Online advertising
• Chapter 13 : Social media advertising

Part Four : Retain

• Chapter 14 : Customer relationship management
• Chapter 15 : Content marketing strategy
• Chapter 16 : Social media platforms
• Chapter 17 : Social media strategy
• Chapter 18 : Direct marketing: email and mobile
• Chapter 19 : Video marketing

Part Five : Optimise

• Chapter 20 : Conversion optimisation
• Chapter 21 : Data analytics
• Chapter 22 : Appendix: Understanding the Internet
• Chapter 23 : Last words