| 000 -LEADER |
|---|
| fixed length control field |
04877cam a2200337 4500 |
| 001 - CONTROL NUMBER |
|---|
| control field |
991002384169703412 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20190220094314.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
160226s2016 njua 001 0 eng d |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
|---|
| LC control number |
2016004206 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
1119265703 |
| Qualifying information |
(hardback) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781119265702 |
| Qualifying information |
(hardback) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781119265719 |
| Qualifying information |
(ebk) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781119267102 |
| Qualifying information |
(ebk) |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
DLC |
| Language of cataloging |
eng |
| Description conventions |
rda |
| Transcribing agency |
DLC |
| Modifying agency |
YDXCP |
| -- |
BDX |
| -- |
BTCTA |
| -- |
OCLCF |
| -- |
RIOSL |
| -- |
OCLCQ |
| -- |
HKGCC |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5415.1265 |
| Item number |
.D63 2016 |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
658.8/72 |
| Edition number |
23 |
| 090 #3 - LOCALLY ASSIGNED LC-TYPE CALL NUMBER (OCLC); LOCAL CALL NUMBER (RLIN) |
|---|
| Classification number (OCLC) (R) ; Classification number, CALL (RLIN) (NR) |
HF5415.1265 |
| Local cutter number (OCLC) ; Book number/undivided call number, CALL (RLIN) |
.D63 2016 |
| 100 10 - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Dodson, Ian, |
| Relator term |
author. |
| 245 14 - TITLE STATEMENT |
|---|
| Title |
The art of digital marketing : |
| Remainder of title |
the definitive guide to creating strategic, targeted and measurable online campaigns / |
| Statement of responsibility, etc. |
Ian Dodson. |
| 264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Place of production, publication, distribution, manufacture |
Hoboken, New Jersey : |
| Name of producer, publisher, distributor, manufacturer |
Wiley, |
| Date of production, publication, distribution, manufacture, or copyright notice |
2016. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
viii, 385 pages : |
| Other physical details |
illustrations ; |
| Dimensions |
26 cm. |
| 336 ## - CONTENT TYPE |
|---|
| Content type term |
text |
| Content type code |
txt |
| Source |
rdacontent. |
| 337 ## - MEDIA TYPE |
|---|
| Media type term |
unmediated |
| Media type code |
n |
| Source |
rdamedia. |
| 338 ## - CARRIER TYPE |
|---|
| Carrier type term |
volume |
| Carrier type code |
nc |
| Source |
rdacarrier. |
| 500 ## - GENERAL NOTE |
|---|
| General note |
Includes index. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
"The premier guide to digital marketing that works, and a solid framework for success The Digital Marketing Playbook is the comprehensive guide to cracking the digital marketing 'code, ' and reaching, engaging, and serving the empowered consumer. Based on the industry's leading certification from the Digital Marketing Institute (DMI), this book presents an innovative methodology for successful digital marketing: start with the customer and work backwards. A campaign is only effective as it is reflective of the consumer's wants, needs, preferences, and inclinations; the DMI framework provides structured, implementable, iterative direction for getting it right every time. The heart of the framework is a three-step process called the 3i Principles: Initiate, Iterate, and Integrate. This simple idea translates into higher engagement, real customer interaction, and multichannel campaigns that extend even into traditional marketing channels. The evolution of digital marketing isn't really about the brands; it's about consumers exercising more control over their choices. This book demonstrates how using this single realization as a starting point helps you build and implement more effective campaigns. Get inside the customer's head with deep consumer research Constantly improve your campaigns based on feedback and interactions Integrate digital activities across channels, including traditional marketing Build campaigns based on customer choice and control Digital marketing turns traditional marketing models on their heads. Instead of telling the customer what to think, you find out what they already think and go from there. Instead of front-loading resources, you continually adjust your approach based on real interactions with real customers every day. Digital marketing operates within its own paradigm, and The Digital Marketing Playbook opens the door for your next campaign"-- |
| Assigning source |
Provided by publisher. |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Machine generated contents note: Preface 1 An Introduction to Digital Marketing What Makes This Book Different? Start with the Customer and Work Backwards What Are the 3i Principles? 2 Search Engine Optimization An Introduction Search Engine Result Pages: Positioning Search Behavior Stage 1: Goals and Benefits Stage 2: On-Page Optimization Stage 3: Off-Page Optimization Stage 4: Analysis and Iteration So, What Have You Learned in This Chapter? 3 Pay per Click An Introduction Stage 1: Goals Stage 2: Setup Stage 3: Manage Stage 4: Analysis and Iteration So, What Have You Learned in This Chapter? 4 Digital Display Advertising An Introduction Display Advertising: An Industry Overview Stage 1: Define Stage 2: Format Stage 3: Configure Stage 4: Analyze So, What Have You Learned in This Chapter? 5 Email Marketing An Introduction Stage 1: Data -- Email Marketing Process Stage 2: Design and Content Stage 3: Delivery Stage 4: Discovery So, What Have You Learned in This Chapter? 6 Social Media Marketing (Part 1) An Introduction Stage 1: Goals Stage 2: Channels So, What Have You Learned in This Chapter? 7 Social Media Marketing (Part 2) An Introduction Stage 3: Implementation Stage 4: Analyze Laws and Guidelines So, What Have You Learned in This Chapter? 8 Mobile Marketing An Introduction Stage 1: Opportunity Stage 2: Optimize Stage 3: Advertise Stage 4: Analyze So, What Have You Learned in This Chapter? 9 Analytics An Introduction Stage 1: Goals Stage 2: Setup Stage 3: Monitor Stage 4: Analysis So, What Have You Learned in This Chapter? 10 Strategy and Planning An Introduction Stage 1: Approach Stage 2: Audience Stage 3: Activities Stage 4: Analysis So, What Have You Learned in This Chapter? 11 Conclusion Acknowledgments Glossary Additional Resources About the Digital Marketing Institute About the Author Index. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Internet marketing |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Strategic planning |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Koha item type |
Book |
