Digital and Social Media Marketing : A Results-driven Approach

Now in its third edition, Digital and Social Media Marketing provides a practice-led approach to digital marketing. This highly regarded textbook combines academic theory with practical examples from a range of different organisations worldwide to highlight techniques for the development and maintenance of a successful digital presence. The book’s customisable models offer organisations a way to decipher their current situation and plan a clear road map for developing a marketing strategy appropriate for the digital era.

This rich and accessible textbook has been fully updated to reflect the current global landscape. The content of this third edition has been expanded to:

• consider the concept of GDPR as a sound framework for responsible marketing
• offer a greater focus on sustainable marketing throughout, linked to the UN Sustainable Development Goals
• place emphasis on the importance of crisis and reputation management
• explore the latest material in big data, data management and data privacy
• cover the latest in martech trends, particularly related to automation, machine learning and artificial intelligence
• provide new case studies from China, India, Nigeria and across Asia, alongside student activities and questions designed to improve learning outcomes

This textbook provides a hands-on, user-friendly platform to turn skills and knowledge into a strategic advantage. It is ideal for advanced undergraduate, postgraduate and executive students of digital marketing and marketing strategy, as well as for practitioners aiming to be at the cutting edge of digital and social media marketing. Online resources include PowerPoint slides and a test bank.

Aleksej Heinze is an associate professor at KEDGE Business School, France.

Gordon Fletcher is associate dean for Research and Innovation at Salford Business School, University of Salford, UK.

Ana Cruz is associate professor in marketing at the University of York Europe campus.

Alex Fenton is associate dean for international and associate professor at the University of Chester, UK.