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Digital Marketing: Strategy, Best Practice and Integration

By (author) Andy Lima, By (author) Neil Kelley

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As a subject, digital marketing is most commonly associated with marketing communication and content, however in the current hyper-connected world, the reality is that the scope of digital marketing extends far beyond channel strategy. Digital Marketing helps readers expand their understanding beyond the traditional content + channel approach, and appreciate the extent to which digital marketing impacts an entire organization. Digital Marketing combines rigorous academic research and practice with industry based learning, cross-cultural case studies, and a complete range of 'off the page' digital resources, which link to platforms to showcase expanded examples and case studies. Through this unique blend of theory, practice and digital resource, Digital Marketing will demonstrate how to integrate digital strategy with marketing management, not only as a communication strategy, but as an integral organizational function.

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