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 lates
