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Digital and Social Media Marketing


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Table of Contents

Introduction (Gordon Fletcher) 1. Understanding Digital and Social Media Marketing Concepts (Rimantas Gatautis) 2. Identifying Business Needs (Milanka Slavova) 3. Understanding Your Buyer Persona (Ana Cruz and Stelios Karatsas) 4. Digital and Social Media Marketing Strategy (Ivan Stoychev) 5. Campaign Planning and Project Management (Anna Tarabasz) 6. Developing an Effective Digital Presence (Ana Cruz and Stelios Karatzas) 7. Search Engine Optimisation: Strategy implementation (Aleksej Heinze) 8. Social Media (Alex Fenton, Mostafa Mohamad and Ashley Jones) 9. Content Marketing (Sophie Iredale, Aleksej Heinze and Martin J Williams) 10. Paid Advertising: Search, social and affiliate (Rimantas Gatautis and Elena Vitkauskaite) 11. Mobile Marketing (Bartlomiej Kurzyk, Tahir Rashid and Sayed Ali Hayder) 12. Measuring Brand Awareness, Campaign Evaluation and Web Analytics (Alexander Christov, Verena Hausmann and Sue Williams) 13. Future Users, Content and Marketing (Gordon Fletcher and Alexander Christov)

About the Author

Aleksej Heinze is Senior Lecturer at the University of Salford, UK. Gordon Fletcher is Senior Lecturer at the University of Salford, UK. Tahir Rashid is Senior Lecturer at the University of Salford, UK. Ana Cruz is a Lecturer in Marketing at the University of Sheffield International Faculty, CITY College, Greece.


'This book takes a practical and strategic outlook to digital marketing with an easy to follow step-by-step approach. Each chapter has several business case studies that help give insights into real-world issues and scenarios, which can be used by both academic and business readers.' - Joanne Kuzma, Principal Lecturer in Computing, University of Worcester, UK

'Digital and Social Media Marketing: A Results-Driven Approach is a wonderful book that really communicates great concepts and practical techniques for helping companies and students understand how to approach digital commerce and transformation. Heinze, Fletcher, Rashid and Cruz nailed it with the "Marketing first" approach.' - Carla Dawson, Co-Founder of

'This book gets into almost every aspect of modern marketing, and the Buyer Persona Spring really helps to keep the focus on building conversations and engagement. I would highly recommend it to anyone getting into marketing.' - Susan Patch, Marketer, E-Learning Squared, Canada

'Comprehensive, cutting-edge and credible: a must-read authority for anyone serious about the study and practice of digital and social media marketing'

Professor Amanda Broderick, Chief Executive Officer, Newcastle University London, UK

'This book is a great resource for both students and businesses. The case studies are fresh and topical and the latest findings from research are woven into this very stimulating text. Digital marketing is examined from a strategic and a practical perspective with both authority and creativity.' - Kate Dobson, Lecturer Consultant, University of Worcester, UK

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