MARC details
| 000 -LEADER |
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| fixed length control field |
05782cam a2200445 i 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
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| control field |
CUTN |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20180823151513.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
160812s2017 enk b 001 0 eng |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780749478438 (paperback) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780749478438 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| Cancelled/invalid ISBN |
9780749478445 (e-ISBN) |
| 041 ## - LANGUAGE CODE |
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| Language |
English |
| 042 ## - AUTHENTICATION CODE |
|---|
| Authentication code |
pcc |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
658.872 |
| Edition number |
23 |
| Item number |
RYA |
| 084 ## - OTHER CLASSIFICATION NUMBER |
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| Classification number |
BUS043000 |
| -- |
BUS090010 |
| -- |
BUS002000 |
| Source of number |
bisacsh |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Ryan, Damian, |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Understanding digital marketing : |
| Remainder of title |
marketing strategies for engaging the digital generation / |
| Statement of responsibility, etc |
Damian Ryan. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
Fourth edition. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
New York, |
| Name of publisher, distributor, etc |
Kogan Page Limited, |
| Date of publication, distribution, etc |
2017. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xxxv, 424 pages : |
| Other physical details |
illustrations ; |
| Dimensions |
24 cm |
| 500 ## - GENERAL NOTE |
|---|
| General note |
The world of digital media is changing at a phenomenal pace. Constantly evolving technologies are transforming not just how we access our information but how we interact and communicate with one another on a global scale. Understanding Digital Marketing is a practical, no-nonsense guide to web-marketing, the rules of new media and researching the new generation of digital consumers. Clear, informative and entertaining, it covers key topics such as search marketing, social media, Google, mobile marketing, affiliate marketing, email marketing, performance marketing, customer engagement and digital marketing strategies. <br/><br/>One of the best-selling books in the industry, this fourth edition of Understanding Digital Marketing has been thoroughly revised with more information, fresh examples and case studies, and the latest developments in the industry. Complete with in-depth insider accounts of digital marketing successes from internationally recognised brands and digital marketing campaigns, it is essential reading for both practitioners and students alike. Understanding Digital Marketing is now required reading for more than 100 universities and colleges, including Harvard University and the Chartered Institute of Marketing. Online resources include bonus chapters, contributor views, and case studies on Kwik Fit, Battersea Dogs Home and Yves Saint Laurent. |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Contents |
Chapter - 01: Digital Marketing... The Origin of...; Chapter - 02: Have a Plan and Stick to it... Strategy!; Chapter - 03: Crouch, Touch, Pause... Engage...; Chapter - 04: Search - Being Found Online; Chapter - 05: Understanding Social Media; Chapter - 06: Understanding E-Mail Marketing; Chapter - 07: Understanding Mobile Marketing; Chapter - 08: Content Marketing and Native Advertising; Chapter - 09: Understanding Programmatic; Chapter - 10: All About Video; Chapter - 11: Understanding Online PR; Chapter - 12: Understanding Performance Marketing; Chapter - 13: Understanding The IoT; Chapter - 14: Optimizing The Customer and User Experience; Chapter - 15: The Future of Digital Marketing; Chapter - 16: Three Online-Only Bonus Chapters and Three Online-Only Contributor Views |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Internet marketing. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Social media. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Strategic planning. |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
BUSINESS & ECONOMICS / Marketing / General. |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
BUSINESS & ECONOMICS / E-Commerce / Internet Marketing. |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
BUSINESS & ECONOMICS / Advertising & Promotion. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Koha item type |
General Books |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
"Marketing expert Damian Ryan looks at the world of digital marketing: how it got started, how it got to where it is today and where the thought leaders in the industry believe it is headed in the future. This new edition demonstrates in a practical and comprehensive way how to harness the power of digital media and use it to achieve the utmost success in business. It has also been thoroughly revised with more information, fresh examples and case studies, and new chapters on native advertising, video marketing, and the Internet of Things.Ryan deals with key topics in detail, including: search marketing, social media, mobile marketing, affiliate marketing, e-mail marketing, customer engagement and digital marketing strategies. He will help readers to: - choose online marketing channels to get their products and services to market - understand the origins of digital marketing and the trends that are shaping its future - achieve a competitive edge"-- |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
"The world of digital media is changing at a phenomenal pace. Constantly evolving technologies are transforming not just how we access our information but how we interact and communicate with one another on a global scale. Understanding Digital Marketing is a practical, no-nonsense guide to web-marketing, the rules of new media and researching the new generation of digital consumers. Clear, informative and entertaining, it covers key topics such as search marketing, social media, Google, mobile marketing, affiliate marketing, email marketing, performance marketing, customer engagement and digital marketing strategies. One of the best-selling books in the industry, this fourth edition of Understanding Digital Marketing has been thoroughly revised with more information, fresh examples and case studies, and the latest developments in the industry. Complete with in-depth insider accounts of digital marketing successes from internationally recognised brands and digital marketing campaigns, it is essential reading for both practitioners and students alike"-- |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Relator term |
author. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references and index. |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Source of heading or term |
bisacsh |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Source of heading or term |
bisacsh |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Source of heading or term |
bisacsh |
| 776 08 - ADDITIONAL PHYSICAL FORM ENTRY |
|---|
| Display text |
Online version: |
| Main entry heading |
Ryan, Damian, author. |
| Title |
Understanding digital marketing |
| Edition |
Fourth edition. |
| Place, publisher, and date of publication |
Philadelphia, PA : Kogan Page Ltd, 2016 |
| International Standard Book Number |
9780749478445 |
| Record control number |
(DLC) 2016037831 |
| 906 ## - LOCAL DATA ELEMENT F, LDF (RLIN) |
|---|
| a |
7 |
| b |
cbc |
| c |
orignew |
| d |
1 |
| e |
ecip |
| f |
20 |
| g |
y-gencatlg |
