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® icebreakers which help students apply their understanding of each chapter. 

Essential reading for all students and practitioners of digital marketing.

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<p>Explore all aspects of digital marketing with this accessible guide which blends theory, research, practice and application and includes a wide range of international case studies.</p>
List of Cases List of Figures List of Tables About the Author Preface to the Third Edition Acknowledgements Praise for DIgital Marketing Online Resources Part 1: Digital Marketing Essentials Chapter 1: The Digital Marketing Environment Chapter 2: The Digital Consumer Part 2: Digital Marketing Tools and Channels Chapter 3: Content and Email Marketing Chapter 4: Websites, SEO and Paid Adverts Chapter 5: Social Media Marketing Chapter 6: Online Communities Chapter 7: Mobile Marketing Chapter 8: Marketing in the Metaverse Part 3: Digital Marketing Strategy and Planning Chapter 9: Digital Marketing Audit Chapter 10: Digital Marketing Strategy and Objectives Chapter 11: Building the Digital Marketing Plan Part 4: Digital Marketing Management Chapter 12: Managing Resources and Reporting Chapter 13: Digital Marketing Metrics and Analytics Chapter 14: Digital Marketing Disruption and Transformation References Index
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Product details

ISBN
9781529680430
Published
2025-03-19
Edition
3. edition
Publisher
Sage Publications Ltd; Sage Publications Ltd
Weight
1020 gr
Height
246 mm
Width
189 mm
Age
U, 05
Language
Product language
Engelsk
Format
Product format
Heftet
Number of pages
488

Biographical note

Dr Annmarie Hanlon is a Chartered Marketer and an Associate Professor in Digital and AI Marketing at UCL in the Global Business School for Health. Previously she was the Course Director of MSc Marketing and Leadership at Cranfield University. She is an experienced academic with a strong teaching portfolio in digital marketing. She has proficiency in shaping the curriculum, from module specification to programme validation. Before joining academia, she worked in consultancy for 25 years. As an early adopter of technology and ‘online marketing’ she has led digital strategy and planning projects across Europe, in sectors including healthcare and IT, legal and financial, software and manufacturing. She 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 application of health services, systems and apps that are related to digital marketing, AI marketing and technology. Annmarie′s Sage textbooks include Digital Marketing: Strategy, Planning & Disruption, Digital Business: Strategy, Management & Transformation and The Digital Marketing Planner. She is co-editor of The SAGE Handbook of Digital Marketing, and The SAGE Handbook of Social Media Marketing.  Follow her updates on LinkedIn https://www.linkedin.com/in/annmariehanlon/ and BlueSky ?https://bsky.app/profile/annmariehanlon.bsky.social